About
The Naming of Tiger Brand
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.
The Early Days of Tiger Brand
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.
Pioneers in Rice Noodle Commercialization
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.
Exports and International Trade
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.
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.
Milestones & Achievements
1970 Established Cheng Tung Trading Company and launched Tiger Brand Rice Noodles
1980 Began OEM production of rice noodles for domestic and international markets
1985 Marketed Tiger Brand in Europe, the U.S., Japan, and other countries
1987 Adopted separate production and sales model; established Tiger Brand Food Co., Ltd. and Cheng Tung Han Industrial Co., Ltd. after capital increase
1988 Received Gold Medal Award from the Taiwan Quality Food Association
1989 Awarded by the Chinese Industrial and Commercial Development Association
1995 Established Hemei Factory in Changhua
1996 Developed the world’s first quick-cooking rice noodles with seasoning packs
1997 Established a packaging factory and distribution center in Shiding
2001 Opened a new branch in Xiamen to expand into the Chinese market
2002 Established a factory in Fujian
2005 Developed giftable noodle products like fried noodles and dandan noodles for duty-free shops and airports
2007 Built Yilan factory (Phase 1 in Letzer Industrial Zone); renamed Cheng Tung Han Co., Ltd. to Tiger Brand Cheng Tung Industrial Co., Ltd.; headquarters moved to Yilan; Shiding factory became Taipei Shipping Center
2008 Achieved ISO 22000 and HACCP certifications; co-founded the Yilan County Tourism Factory Association
2013 Completed Phase 2 plant expansion in Letzer Industrial Zone
2015 Introduced 100% additive-free rice noodles; launched “Grandma’s Stove” and DIY noodle-making experience
2016 Created ball-shaped rice noodles for small households; entered hot pot and quick-cook markets
2017 Partnered with Tamsui Farmers’ Association to develop pumpkin rice noodles
2018 Developed Tiger Brand taro rice noodles
2019 Launched best-seller: Tiger oyster fine noodles
2020 Released popular Tiger scallion squid sauce
2021 Completed the second hall of the Industrial & Cultural Center
2002 Established a factory in Fujian
2005 Developed giftable noodle products like fried noodles and dandan noodles for duty-free shops and airports
2007 Built Yilan factory (Phase 1 in Letzer Industrial Zone); renamed Cheng Tung Han Co., Ltd. to Tiger Brand Cheng Tung Industrial Co., Ltd.; headquarters moved to Yilan; Shiding factory became Taipei Shipping Center
2008 Achieved ISO 22000 and HACCP certifications; co-founded the Yilan County Tourism Factory Association
2013 Completed Phase 2 plant expansion in Letzer Industrial Zone
2014 Opened the Tiger Brand Rice Noodle Industrial & Cultural Center (“In That Time”)
2015 Introduced 100% additive-free rice noodles; launched “Grandma’s Stove” and DIY noodle-making experience
2016 Created ball-shaped rice noodles for small households; entered hot pot and quick-cook markets
2017 Partnered with Tamsui Farmers’ Association to develop pumpkin rice noodles
2018 Developed Tiger Brand taro rice noodles
2019 Launched best-seller: Tiger oyster fine noodles
2020 Released popular Tiger scallion squid sauce
2021 Completed the second hall of the Industrial & Cultural Center
2022 Established Tiger Yilan Noodle Factory
2023 Earned FSSC 22000 international certification
2024 An accessible elevator has been added at each entrance of the cultural center, significantly enhancing a friendly and barrier-free travel environment.
2025 To improve accessibility for all visitors, an accessible elevator was installed at each entrance, enhancing the facility’s barrier-free design and creating a more inclusive travel environment.
關於虎牌
虎牌的命名
1970年，創辦人林明通先生以「虎」為名，源自台灣俗諺「虎、豹、獅、象」，其中虎為百獸之王，象徵威猛與尊榮。老虎在台灣文化中也代表著靈活機動、狩獵能力強、聰慧機智。林先生期望打造一款品質卓越、口感絕佳的米粉品牌，就如同老虎般在市場中勇冠群雄，成為品質第一、銷售第一、顧客心中首選的第一品牌。
此外，「虎」與「福」發音相近，既吉祥又朗朗上口，寓意吃虎牌米粉，帶來好運連連。於是1970年正式註冊「虎牌」商標，虎牌米粉自此誕生。
虎牌的草創
1950年代，尚為少年的林明通先生以業務員身分活躍於台灣各地，尤其在台北大稻埕迪化街一帶，販售家庭桶裝醬油，與當地零售商建立了深厚的信任關係。1950年代末期，他開始銷售來自埔里的米粉，將產品推廣至廟會、辦桌外燴與餐廳市場，並以口碑為主要行銷手段，逐漸奠定品牌信譽，讓虎牌米粉成為台灣家喻戶曉的重要米食之一。
米粉商品化的先驅
虎牌是台灣最早將米粉商品化並導入連鎖超市與量販店販售的品牌。1972年，虎牌米粉正式進入台灣第一家連鎖超市「頂好商場」（位於台北忠孝東路），開啟品牌進軍現代通路的新時代。
為吸引消費者注意，虎牌在賣場中率先進行現場試吃活動，採用水煮方式將埔里米粉煮入香濃湯頭，使米粉口感軟中帶Q，吸飽湯汁的鮮美，令人一試成主顧。這種與消費者互動的體驗式行銷，也讓虎牌米粉深植人心，奠定其市場領導地位。
拚外銷，拓全球
1970至1980年代，正值台灣從OEM轉型至ODM，經濟蓬勃發展，虎牌抓住契機，於1972年率先將埔里米粉外銷美國，成為無數旅外華人思鄉味蕾的慰藉，深受移民與留學生喜愛。1980年代，外銷版圖擴及美國、日本、加拿大、澳洲與香港等地，成功將台灣米粉推上國際舞台。
二十一世紀的虎牌願景
2008年，虎牌推出經典米線系列，選址宜蘭礁溪，以台灣雪山山脈純淨無污染的天然碳酸泉水，結合傳統蒸煮技法，研製出香氣濃郁、滑嫩Q彈的米粉，成為新一代市場熱銷經典。
同年榮獲國際食品安全標準ISO 22000與HACCP雙重認證，標誌著品牌正式邁向國際化。2009年，更與礁溪鄉農會合作，開發出全球首創的「溫泉米粉」，以優質溫泉蓬萊米製作，米香濃郁、口感絲絲入味，再度寫下產業創新里程碑。
大事紀
1970 創立正通商行，正式創立「虎牌米粉」品牌
1980 為國際知名品牌提供內外銷米粉代工
1985 「虎牌米粉」行銷至歐、美、日等地
1987 公司增資，更名為正通行實業有限公司，並設立虎牌食品有限公司，實施產銷分離制度
1988 榮獲台灣優良食品評鑑金牌獎
1989 榮獲台灣消費金商標與金字招牌獎
1995 彰化和美廠正式成立
1996 開發全球首款附調味包的免炒調拌式炒米粉
1997 設立石碇包裝廠與發貨中心
2001 成立廈門分公司，拓展中國市場
2002 設立福建工廠
2005 推出炒米粉與擔擔麵禮盒，打入機場與免稅商店市場
2007 設立宜蘭利澤工業區一期廠房，營運總部遷至宜蘭，石碇廠改為台北發貨中心
2008 通過ISO22000與HACCP國際驗證；為宜蘭觀光工廠發展協會創始成員之一；與礁溪農會共同研發全球首創溫泉米粉
2013 宜蘭利澤工業區二期廠房擴建完成
2014 設立「那個年代」虎牌米粉產業文化館
2015 推出100%無添加純米米粉；文化館增設「阿嬤ㄟ灶腳」與手作米粉體驗場域
2016 推出丸狀米粉，進入火鍋、滷味及快煮市場
2017 與淡水農會合作，開發南瓜調合米粉
2018 開發芋頭調合米粉
2019 推出熱銷產品：虎牌蚵仔麵線
2020 推出熱銷產品：虎牌紅蔥魷魚醬
2021 虎牌米粉產業文化館二館完工
2022 設立虎牌宜蘭製麵廠
2023 通過國際食品安全系統驗證 FSSC 22000
2025文化館出入口各增設一台無障礙電梯，全面提升友善無障礙旅遊環境
2025台北食品展 虎牌米粉公司 攤位J0518
展覽日期：2025/6/25(三)-6/28(六)
展覽地點：台北南港展覽館1,2館
2024年尼爾森市調-虎牌米粉在台灣米粉的市佔率NO.1
2024年尼爾森市調-虎牌米粉在台灣米粉的市佔率NO.1
虎牌米粉工廠是目前最先進的米粉工廠,除了HACCP及ISO22000認証外,還通過FSSC22000食品安全認証
小卷 細粉湯
Rice Noodles Soup With Seafood Sauce
75g 單包重/ CTN
三包入$225
川味酸菜魚 乾拌細粉
Rice Noodles With Sichuan pickled fish and Seafood Sauce
95g 單包重 / CTN
三包入$285
泰式檸檬櫻花蝦 乾拌細粉
Rice Noodles With Lemon and Seafood Sauce
90g 單包重 / CTN
三包入$270
椒麻干貝 乾拌細粉
Rice Noodles With Sichuan Pepper and Seafood Sauce
95g 單包重 / CTN
三包入$285
鰹魚風味 細粉羹湯
Rice Noodles Thick Soup With Seafood Sauce
85g 單包重 / CTN
三包入$255
小魚香蔥 乾拌細粉
Rice Noodles With Shallots and Seafood Sauce
95g 單包重 / CTN
三包入$285
麻醬乾拌涼麵
Cold noodles with Sesame Sauce
130g 單包重 / CTN
三包入$390
胡麻豆乳乾拌麵
Noodles With Bean Curd and Sesame Sauce
125g 單包重 / CTN
三包入$375
椒麻豆乳乾拌麵
Noodles With Bean Curd and Sichuan Pepper Sauce
125g 單包重 / CTN
三包入$375
虎牌米粉(新竹炊粉)
Rice Noodles
400g * 30入 / CTN
系列規格
200g * 40入 / CTN
300g * 30入 / CTN
虎牌米粉(正宗細粉)
Rice Noodles
500g * 20入 / CTN
系列規格
200g *24入 / CTN
虎牌炊粉(業務用)
Rice Noodles
1KG * 10入 / CTN
系列規格
3KG * 4入 / CTN
虎品米粉
Rice Noodles
350g * 30入 / CTN
單一系列規格
虎印米粉(細)
Rice Noodles
300g * 30入 / CTN
單一系列規格
虎牌埔里米粉(埔里水粉)
Pu-Li Rice Noodles
(中粗.大粗.特粗)
(Thin, Thick, Large)
600g * 24入 / CTN
系列規格
400g *15入 / CTN
本館服務
◎各式產品銷售
*主要產品：各式米粉、冬粉、麵、調味品類商品。
*限定產品：100%糙米米粉
◎電鍋炒米粉體驗
*平日場次 10：00 11：00 14：00 15：00
*假日場次 10：00 11：00 14：00 15：00 16：00
*憑門票兌換券至正通雜貨店或新旺油行換取材料包
*團體預約請來電：03-9907718
◎彩繪碗米粉DIY
*營業時間內，憑門票兌換券至正通雜貨店換取材料包，可在走廊體驗區體驗。
*團體預約請來電：03-9907718
◎手作米粉DIY
*每天10:00、15:00 兩場
*每份200元
(中間須等烘乾時間)
◎專人導覽
*每日場次 09：30 11：30 13：30 15：30
*團體預約請來電：03-9907718
◎聯絡方式
TEL:03-9907718
FAX:03-9905989
E-mail:[email protected]
LINE官方帳號:@703kppox
參觀資訊
◎時間
售票時間：週一至週日 09:00~16:30
營業時間：週一至週日 09:00~17:30
(全年無休，僅除夕休館)
◎地點
268宜蘭縣五結鄉利興三路五號(利澤國中旁)
◎購票資訊
*全票:200元 送兌換券一張及100元抵用券一張
*優惠票：100元 送兌換券一張
65歲以上、12歲以下、宜蘭縣籍、身心障礙者及身障者可有一名陪同者， 以上5種 身份可購買優惠票,購買前請先出示相關証件。
(購買優惠票不可和其他優惠合併使用)
三歲以下(含)免費入館
◎票券使用需知
*票券售出，概不退還。
*憑券折抵消費100元，恕不找零，遺失時概不補發。
*本券經影印、塗改或未加蓋館章者無效。
*本券於購買時已開立統一發票，折抵消費時恕不另行開立統一發票。
*遊客欲在當日再次入場，請於出場時至展館內「正通雜貨店」手背加蓋印章，
作為當日出入場證明，再次入場時，請至售票處由服務人員帶領入場。
*票券限於銷售當日單人單次使用。
◎票券使用需知
*票券售出，概不退還。
*憑券折抵消費100元，恕不找零，遺失時概不補發。
*本券經影印、塗改或未加蓋館章者無效。
*本券於購買時已開立統一發票，折抵消費時恕不另行開立統一發票。
*遊客欲在當日再次入場，請於出場時至展館內「正通雜貨店」手背加蓋印章，
作為當日出入場證明，再次入場時，請至售票處由服務人員帶領入場。
*票券限於銷售當日單人單次使用。
觀光工廠
*溪和三代目(1分鐘車程)
*赫蒂法莊園(4分鐘車程)
*宜蘭綺麗觀光園區(5分鐘車程)
*奇麗灣珍奶文化館(7分鐘車程)
*夢田觀光米廠(10分鐘車程)
*一米特創意美食館(12分鐘車程)
*蜡藝彩繪館(13分鐘車程)
*宜蘭餅發明館(13分鐘車程)
*博士鴨觀光工廠(13分鐘車程)
*羅東鎮農會養生文化觀光工廠(16分鐘車程)
*達特富台灣足鞋健康知識館(17分鐘車程)
*玉兔鉛筆學校(19分鐘車程)
藝文知性
*五結老街(3分鐘車程)
*無獨有偶工作室劇團(4分鐘車程)
*利澤簡養鴨中心(5分鐘車程)
*傳藝中心 (8分鐘車程)
*羅東文化工場 (17分鐘車程)
*二結農會穀倉(17分鐘車程)
*大二結紙文化館(17分鐘車程)
*二結庄生活文化館(17分鐘車程)
*慈林紀念館(17分鐘車程)
*四結長老教會(18分鐘車程)
自然休閒
*冬山河親水公園 (7分鐘車程)
*五十二甲賞鳥區(6分鐘車程)
*水雲軒 民宿 (鴨母船遊河)(6分鐘車程)
*冬山伯朗大道(9分鐘車程)
*旺山南瓜園(13分鐘車程)
*無尾港港邊社區(14分鐘車程)
*冬山森林公園生態綠舟(15分鐘車程)
*羅東林場(17分鐘車程)
*武荖坑風景區(17分鐘車程)
*蘇澳冷泉公園(17分鐘車程)
*羅東運動公園(23分鐘車程)
*礁溪溫泉 (32分鐘車程)
美食
*曾拌麵宜蘭館(虎牌園區內)
*老劉牛肉麵 5分鐘車程)
*來來牛排館 (7分鐘車程)
*番割田甕缸雞(13分鐘車程)
*羅東夜市 (17分鐘車程)
*林場肉羹(18分鐘車程)
*宜蘭壯圍穀倉(18分鐘車程)
*南方澳海產 (19分鐘車程)
*員山魚丸米粉(29分鐘車程)
宜蘭虎牌米粉那個年代觀光工廠
