Brown Avenue, officially named Jinxin No. 3 Road, is a farm road threading through the rice paddies of Chishang Township, Taitung County, closed to motorized vehicles and traveled mainly by bicycle and on foot. It became famous after being featured in a Mr. Brown Coffee commercial and later an EVA Air ad starring Takeshi Kaneshiro; the paddies on either side shift between green and gold with the seasons, flanked by the Central Mountain Range and the Coastal Range, making it the best-known agricultural landscape route in the Taitung Rift Valley.
Mr. Brown Avenue's official name is Jinxin No. 3 Road; it was named after a Japanese coffee brand's television commercial filmed here, then went viral after EVA Air's 2013 advertisement starring Takeshi Kaneshiro. The roadside tallow tree — nicknamed the 'Kaneshiro Tree' — fell during Typhoon Matmo in July 2014 and was later restored in place by Taiwanese and Japanese arborists. The area has been designated a cultural landscape to protect its scenic value. (Sources: Chinese Wikipedia, 'Mr. Brown Avenue' and 'Kaneshiro Tree' entries)
Highlights of Mr. Brown Avenue
Mr. Brown Avenue takes its name from a Japanese coffee brand television commercial filmed here. It is located in the Dapo section of Chishang Township's paddy fields. The road surface is gravel-paved and completely flat, with no buildings to obstruct the view, making the sightlines extremely open. The rice paddies have two growing cycles per year: the young seedling period after transplanting (approximately April–May and August–September) and the mature golden-ear period (approximately June–July and October–November) each present a different character.
The road starts near the Dapo Lake parking lot and ends at the location of the Jincheng Wu Tree (a cotton tree), another famous advertising landmark. The entire route is unshaded and can be intensely sunny in summer — the midday hours are best avoided. Bicycle rental stands at the roadside offer various types of bikes; a round trip takes approximately 30 to 40 minutes.
Tips for Getting the Most Out of Your Visit
Practical Information
Getting There & Time
- By car: From the Chishang section of Highway 9, turn onto Dapo Road to the parking area. Park and walk or cycle in; bicycle rental stands are located roadside.
- Public transport: From Chishang Train Station, take a taxi or bicycle, approximately 10 to 15 minutes.
- Summer (June–August) sun is intense — arriving before 8 a.m. or after 4 p.m. is recommended. Bring sunscreen and water.
Nearby Connections
- Mr. Brown Avenue and Dapo Lake are about 10 minutes apart by car and can be combined into a Chishang half-day itinerary.
- Chishang rice bento is a local specialty — a meal in Chishang town followed by visits to Dapo Lake and Mr. Brown Avenue works well as an itinerary.
Source: Public documents on Mr. Brown Avenue and Chishang Township agricultural landscape data. Photos to be replaced with Dio's own shots.
Frequently Asked Questions
What is Mr. Brown Avenue's official name?
It is officially named Jinxin No. 3 Road, nicknamed after the Mr. Brown Coffee commercial filmed here, and later made even more famous by EVA Air's Takeshi Kaneshiro ad.
Is the Kaneshiro Tree still there?
Yes — the tallow tree fell during a 2014 typhoon but was restored in place by Taiwanese and Japanese arborists and continues to grow.
What vehicles are banned from Mr. Brown Avenue?
Motorized vehicles are banned along the entire road; only bicycles and pedestrians are permitted, making it a rare car-free farm road in Taiwan.
Sources
- 伯朗大道 - 維基百科 — 正式名稱、廣告典故、文化景觀劃設
- 金城武樹 - 維基百科 — 2014年颱風倒伏與復育經過