Sunshine Coffee from Malawi, Africa — Spreading Hope and Love: Thirteen Years of Partnership Between Taiwan’s Good Young Co., Ltd. and Chairman SHIH, HUNG-SEN Have Created a Coffee Miracle
In 2003, Taiwanese entrepreneur SHIH, HUNG-SEN embarked on a courageous journey to Malawi, Africa—a land plagued by severe water shortages and barren soil. However, guided by his principles of “fair trade, sustainable development, and social impact,” this land began a quiet transformation.
Chairman Shih not only collaborated with eight countries and multiple international NGOs to promote the cultivation of ecological and organic coffee but also spearheaded well-drilling projects, afforestation efforts, infrastructure development, and the promotion of education and public health. In doing so, he planted love and hope deep into Malawi’s soil.
His dedication has been highly recognized internationally, culminating in his receipt of the “Humanitarian Cross of Merit.” He was recently honored at a prestigious investiture ceremony hosted by the International Schweitzer Foundation Asia Branch, showcasing the global humanitarian impact of the Chinese community. Among previous Asian recipients were only the Dalai Lama and former Japanese Prime Minister Shinzo Abe. Making SHIH, HUNG-SEN the third Asian honoree underscores the exceptional and far-reaching impact of his global contributions.
Did You Know? Your Daily Cup of Coffee is Quietly Spreading Sunshine Over Malawi
By drilling wells, developing infrastructure in water-scarce regions, and improving education, hygiene, and living conditions, compassion has transformed into a thriving oasis.
What began with 2,000 farming households has grown to 8,000 farmers, cultivating 8,000 hectares across 38 regions and hundreds of nurseries. This once-barren land is now flourishing with the fragrance of coffee. All of this originates from a single drip coffee bag and a gentle commitment from a Taiwanese enterprise to the world.
13 Years of Collaboration: Supporting 80% of Malawi’s Coffee Output and Bringing “Hope Coffee” to Taiwan
Among the supporters, CASA Coffee, a brand under Taiwan’s Good Young Co., Ltd., has been one of the earliest and most steadfast partners. Since the project’s inception, Good Young became the first Taiwanese enterprise to support SHIH, HUNG-SEN’s Malawi coffee initiative, absorbing up to 80% of its total production. This enduring collaboration has spanned over 13 years. Together, they have not only championed the vision of “Hope Coffee” but also connected the fruits of African farmers’ labor to the Taiwanese market.
CASA Coffee: Proud to Play a Small Yet Meaningful Role
Since 2013, Good Young’s CASA Coffee has introduced its Malawi coffee series, enjoying sustained support and time-tested appreciation from a broad consumer base.
As a leading private-label coffee manufacturer, Good Young has long specialized in drip bag coffee and the commercial-grade coffee bean market. The Malawi coffee series has been highly favored by consumers since its introduction in 2013. It not only brings the bright, sun-drenched aromas of African soil into everyday life in Taiwan but also raises awareness for this life-changing agricultural reform. Malawi coffee has gradually integrated into everyday life, serving as an ongoing bridge between the public and the hardworking farmers.
