In 2004, the founder of the Ding Tea beverage franchise, Mr. Xu Wei-xiang felt that despite the large number of franchises on the beverage market, their quality was nevertheless inconsistent. Persisting in the belief of offering consumers newer, better beverage quality and to establish an ideal beverage franchise brand, he decided to create the Ding Tea beverage franchise. The goal was to promote a new philosophy for tea drinking, introduce a new trend for beverages and a new energy to the franchising system. Through price advantages, high quality, small profit and quick return concepts, he intends to change the conventional perception that quality tea comes at a price, so that more people will be able to become familiar with Taiwan’s tea beverage culture through the franchise.