About Our Company
Our company is Tiger Brand Cheng Tung Industrial Co., Ltd.
In 1970, Mr. Ming-Tong Lin, the founder, named the brand “Tiger Brand,” inspired by the Taiwanese phrase “tiger, leopard, lion, and elephant.” Among these animals, the tiger ranks the highest, symbolizing majesty and dignity. Tigers are also known for their agility, intelligence, and responsiveness. These characteristics represent the spirit of Tiger Brand, which strives to be the best rice noodle brand by prioritizing quality, marketing, and customer satisfaction. In Chinese, “tiger” is a homophone of “good fortune,” making the name both memorable and auspicious. The Tiger Brand trademark was officially registered in 1970.
In the 1950s, a young Mr. Ming-Tong Lin began his career as a salesperson, traveling across Taiwan, especially around the Dihua Street area in Dadaocheng. Initially, Tiger Brand built strong relationships with retailers by selling family-sized barrels of soy sauce. By the late 1950s, he began selling Puli rice noodles and expanded into temple fairs, catering, and restaurants. Trust and recognition grew through word-of-mouth marketing, eventually making Tiger Brand one of Taiwan’s staple rice noodle products.
Tiger Brand was the first to introduce rice noodles to Taiwanese supermarket chains and hypermarkets. In 1972, Tiger Brand rice noodles entered Dinghao Shopping Mall on Zhongxiao East Road, marking its leap into commercial retail. To attract attention, the brand held successful on-site tasting events. Puli rice noodles were served in rich, aromatic broth, soaking up the soup’s essence to deliver a chewy, irresistible texture. Tiger Brand’s mission is to offer top-quality noodles, earning a place in customers’ hearts through trust and excellence.
Between 1960 and 1970, many well-known Taiwanese companies transitioned from OEM to ODM, coinciding with Taiwan’s economic boom. In 1972, Tiger Brand became the first to export Puli rice noodles to the United States, offering a nostalgic taste of home to immigrants and overseas students. By the 1980s, exports expanded to Japan, Canada, Australia, Hong Kong, and more. Tiger Brand successfully entered the global market, sharing authentic Taiwanese flavor with the world.
Future Vision: The Birth of a Rice Noodle Classic in the 21st Century
In 2008, following the relocation of its factory and innovations by the R&D team, Tiger Brand launched a classic rice noodle masterpiece in Jiaoxi, Yilan. The site was chosen for its pristine environment and naturally carbonated spring water sourced from Snow Mountain. Maintaining traditional rice cooking methods, these smooth, tender noodles retained the pure aroma and flavor of rice. That same year, Tiger Brand earned HACCP and ISO 22000 certifications for international food safety. In 2009, the brand developed its hot spring rice noodles, made with Japonica rice and infused with natural carbonation for a uniquely chewy texture and rich aroma.
