Lin-san formerly operated “Tree Man Coffee,” a cafe in Tamsui, New Taipei City. Three years ago, the surge of the COVID-19 pandemic prompted him to rethink his business model. This led to his transformation into a dedicated roasting factory located in Zhonghe, focusing on high-quality dark roast experiences sold through his own e-commerce platform. With over ten years of experience, Lin-san chose estate-grade specialty beans for his dark roasts, shattering the current market perception of specialty coffee. His revenue has grown 20-fold in the past two years. Today, let’s join the Rubasse special correspondents to discuss how he achieved such an incredible milestone.
Interview Highlights
- How do you dare to call yourself a “Dark Roast Expert”?
Traditional dark roasting was often used to mask defects, but Lin-san took the opposite approach. He utilizes the rich flavor compounds of specialty beans to explore thermochemical changes. By preserving “light roast flavors” within a dark roast profile and avoiding negative burnt notes, he produces coffee dropped at $235°C$ with an Agtron value of 25–30 that—surprisingly—retains fruity notes. - Why choose a Rubasse Coffee Roaster?
Unlike traditional machines where airflow and heat are tied together, preventing independent parameter testing, Lin-san describes the Rubasse as an “American muscle car”—emphasizing pure control and performance. With independent control over Heat Power , Airflow, and Drum Speed , combined with real-time feedback on Humidity and Pressure Differential, the machine is a powerful ally for flavor research and experimentation. - Unique Business Model and Philosophy
Why did Lin-san choose four Micro 3kg roasters instead of one large 12kg machine? By clarifying his Capacity Planning, he focuses on refined production and quality consistency. Utilizing Rubasse’s Automation, he executes a Parallel Production strategy, providing a perfect demonstration of a next-generation specialty coffee production solution! - E-commerce Customer Service Philosophy
How do you maintain customer relationships on a purely digital platform? By helping customers find “coffee they like” rather than just “good coffee.” Lin-san believes the product accounts for 40% of the brand, while the remaining 60% is service and companionship. He invests heavily in active online community management to build a sense of “digital presence” in his customers’ hearts.
Several of Lin-san’s dark roast recipes have earned a 92-point rating from the international institution Coffee Review.
Lin San Coffee Official Website
How the Micro 3kg Professional Edition Helps Lin-san Build a Flexible, Stable, and Energy-Efficient Line
Digital Touch Panel: The Ultimate Lab Assistant
My journey in roasting started with hand-held nets, then small Hot Air and Direct Flame machines, eventually working my way up to large-scale industrial roasters. The reason I chose Rubasse is that its control system is perfect for research. On traditional roasters, airflow and heat are somewhat ‘linked’—if you want more heat but close the damper too much, the flame goes out or combustion becomes incomplete, affecting heat transfer. You can’t isolate specific parameters to see their impact. Rubasse solved this, helping me uncover the underlying logic of roasting…”
