A Cup of Coffee with a Mission: How Come True Coffee is Positively Changing the World

As a trailblazer in social responsibility and sustainable development, Come True Coffee has redefined what it means to run a business with purpose. Recently recognised by the British Chamber of Commerce in Taipei (BCCTaipei) with the 8th Better Business Award in the Social Enterprise category, Come True has pursued its vision of "making the world better through coffee" since 2015. By transforming business success into meaningful social initiatives, Come True Coffee is creating real change, addressing both global and local challenges through an approach grounded in purpose and values.

The Purpose Behind the Brand: A Path in Social Enterprise

Reflecting on his motivation for founding Come True Coffee, Founder and President Endy Wang shared insights into his journey. He recalled attending a talk by Blake Mycoskie, the founder of TOMS, where he was introduced to the concept of social enterprise—a moment that profoundly impacted him. “I have always wanted to do good but didn’t want to rely solely on donations to operate,” he explained. “So, I decided to adopt a business model that could generate social impact through profit.” This approach led him to establish Come True Coffee, turning coffee into a vehicle for social good and enabling the brand to generate revenue while creating a far-reaching positive impact.

Why coffee, though? Wang explained that the choice was intentional. “Coffee is an essential part of daily life—something consumers can easily understand and appreciate. I wanted a product with both strong demand and growth potential, and coffee met these criteria perfectly.” Smiling, he added, “During my time at Wowprime Corp., after my wife had finished looking after the kids, we would steal a quiet moment together to sneak out for a cup of coffee. To me, those coffee breaks were the most romantic moments of the day.” This carefully considered choice laid a solid foundation for Come True Coffee, allowing the company to grow steadily and channel more resources towards social causes.

Clean Water Project in Africa: A Cup of Coffee, a Change in Lives

In 2016, Wang embarked on a journey to trace coffee’s roots in Africa and discovered that local communities struggled with access to clean water. "The residents spent hours each day fetching water, and poor water quality frequently led to health issues," he recalled. In response, Come True Coffee partnered with World Vision to launch the "Clean Water Project" in Africa, investing 50% of its annual profits in the initiative to drill wells in Zambia, Malawi, and other regions, providing thousands of residents with access to clean water. By the end of 2024, Come True Coffee had established 26 wells, benefiting nearly 10,000 people. These wells not only improved residents' health but also freed up time for children to attend school, increased educational opportunities, and reduced family conflicts over scarce water resources.

Wang added, "Seeing the joy when residents first access clean water is deeply moving. It not only reduces disease but brings new hope to communities."

Supporting Coffee Farmers Through Direct Trade: A Three-Win Model

At the heart of Come True Coffee’s values lies a commitment to fair trade and empowering disadvantaged communities. Endy Wang explained, “We buy raw beans directly from coffee farmers in Africa and South America, paying them 2-3 times the market price.” This direct trade approach establishes a ‘three-win’ model—providing farmers with stable incomes, creating a reliable supply chain for Come True Coffee, and fostering sustainable growth within the coffee industry.

Creative Coffee and Cuisine: A Unique Brand Style

Beyond its social initiatives, Come True Coffee stands out for its creativity in product development. Wang commented, "There are many coffee brands out there, and simply offering hot or iced Americanos no longer meets consumers' expectations. Our team has invested considerable effort into developing creative beverages like ‘Rhododendron Coffee’ and ‘Rosy Scented Tea,’ which are not only delicious but also visually appealing!” Additionally, Come True Coffee has developed location-specific drinks, such as Pineapple Iced Americano in the south and Kumquat Americano in Taoyuan, allowing customers to experience local culture through their coffee.

Innovation is not limited to beverages. Come True Coffee’s food menu is equally distinctive, featuring handmade soufflé pancakes and various creative dishes that offer a unique dining experience. The brand also adjusts its offerings to local tastes; for example, in its first overseas store in Kuala Lumpur, Come True Coffee incorporated local favourites like pandan and avocado into its menu, blending local flavours while retaining the brand’s innovative spirit.

Sustainability and Internal Recycling Innovation in Taiwan: From Food Waste to Table

Come True Coffee’s commitment to sustainability extends beyond international initiatives to green practices at home in Taiwan. Wang explained, "We convert food waste from our cafés into organic fertiliser, which we supply to partner organic farms to grow vegetables that then come back to our cafés. This creates a 'farm-to-table' green cycle." This model not only reduces waste but also supports the growth of local organic agriculture. Wang added, "We’re also exploring new technologies to reduce breakdowns in food waste processing equipment, aiming to streamline our internal recycling process." Through these initiatives, Come True Coffee is steadily achieving its dual goals of green production and social impact, setting a benchmark in environmental innovation.

Expanding Global Horizons: Bringing a Taiwanese Coffee Brand to the World

In addition to its deep roots in Taiwan, Come True is actively expanding into international markets. Wang shared, "Following the opening of our first overseas store in Kuala Lumpur, we plan to establish new locations across other Southeast Asian markets." This expansion not only promotes Taiwanese coffee culture but also injects fresh growth momentum into Come True Coffee. By balancing global reach with local adaptation, the brand can connect with regional cultures, enhancing its resilience and flexibility on the international stage.

Looking Ahead: Creating Long-Term Impact with Compassion and Business Acumen

Looking forward, Wang emphasised that Come True Coffee will continue to promote more socially impactful projects and hopes to inspire other companies to join the cause. "I hope more companies will participate in social initiatives, whether by co-branding with social enterprises or sourcing their products. Everyone can support this mission in their own way." Come True Coffee’s values illustrate how social enterprises can carve out their own path through innovation, using each cup of coffee to convey love and hope. To other aspiring social entrepreneurs, Wang advised, "Social enterprises need a flagship product that offers competitive differentiation. This helps ensure steady growth in the market and sustains long-term social initiatives."

Approaching its tenth anniversary, Come True Coffee has become more than just a coffee brand; it is a shining example of using business to give back to society. Through continuous innovation and international expansion, Come True Coffee is steadily realising its mission of "making the world better through coffee," one meaningful step at a time.