Dream big is just a choice, courage takes practice!

Regional Revitalization, it sounds a bit abstract, but it is simply the building and development of relationships between people and their neighborhoods. The aim is to foster unity, culture and local traditions while developing businesses that are unique and best suited for the community. In 2019 the Executive Yuan officially launched The Federal Regional Revitalization Strategic Plan. The Center for University Social Responsibility of Ministry of Education proactively launched the USR Plan which encouraged college students to get involved with local communities and to learn, work and experience the warmth of these places. Not only did the program allow students to gain practical real-life experiences, but also provide students with a place to explore their creativity and ideas. While learning and being engaged, students were inspired to consider applying what they have learned to continue with regional revitalization ideas after graduation. Unexpectedly, this led to a reverse migration where the youth involved ended up moving to these areas. National Chi Nan University USR team of College of Management (NCNU MUSR Team) has included a wide array of learning programs for the students to choose from, all of which showcased a lot of rich local traditions and culture. The project brought together local businesses included coffee shops, bed and breakfasts, art galleries, marketing companies and provided learning opportunities for the students involved. Students got involved and developed an appreciation for the community and the school was also able to strengthen their relationship with local businesses and residents.

Yu-Chun Kao, Owner of Kanon Coffee, Yu-Chih, Nantou is a local partner of NCNU MUSR Team. She said she never thought of herself as any different from others. Leaving home young for better education, Kao studied Social Work, Financial Law as well as Business Management at National Taipei University. After graduating college with a dual degree, she forewent a secure government career in law and social work, instead of starting her own business, a coffee dream as praxis of social work. 

"Following your dream is a choice and being brave enough to do it takes practice" Kao said. She only did what made her feel right. One could decide whether to influence the world or let the world influence back, the choice is one's own! "If I said the journey was easy, I'd be lying, but it is worth it, to break the mold and do what feels right. Our lives are ours, only we know what we truly want." 

Kao believes returning to one's hometown is a realization of social responsibility. Through her understanding of society and industry, she sought to revitalize her community and family business. Originally, her family grew betel nuts, but her parents were getting older and she did not want them to continue working so hard. So, she decided to return home and help her parents. Getting into the coffee business was by chance, her father and her came across Alishan coffee at one point. It is coffee that comes from the Alishan mountains in Taiwan. They both fell in love with the unique and alluring aroma of the coffee and thus their coffee journey started there. Just like that, a once traditional betel nut farm in the small Yuchih township of Nantou county became a specialty coffee farm and it has been quite a journey. 

It began with her father generously allocating a plot of land on a hillside for her to begin growing her coffee. With the love and support of her family, she felt affirmed and motivated. She spent half a year searching for the right type of coffee and she finally found the uniquely large "Zhuo-Wu" coffee bean in Chiayi county of Alishan township. With the support of her father, she planted her first 1,000 coffee sprouts knowing she was never going to look back. However, to some, the coffee industry may seemingly be straight forward and simple, but it is actually profoundly deep and complex. Nothing was easy from the start and especially not for someone who basically knew nothing about coffee. Nor did she know things like coffee plants needed basic nutrients like nitrogen, phosphorus and potassium. A long and arduous journey ensued and there were many setbacks and failures. Arguments with family were not uncommon either as her father favored traditional farming methods involving fertilizers, herbicides and pesticides while Yu-Chun preferred an eco-friendly process with no herbicides or pesticides. Thankfully, hard work and persistence did pay off. Her perseverance and pride took her from an unknown amateur to receiving positive marks at the Nantou Coffee Competition in 4 years. 

Prior, Kao spent time volunteering and helping families in Mongolia during college and that allowed her to see the potential of social enterprises. Social work to her doesn't necessarily mean having to work at an NGO or non-profit. If one can use one's abilities and have a positive effect on society, they can create positive social change as well. With this belief, Kao wanted to do grow her business and she also wants to give back to her community. She is often out networking and learning from her peers, the farming community, and also sharing her experiences with college students. She's even taken on the role of advisor to a local university coffee club. She's all about giving back where she can. To her, coffee isn't just simply coffee nor is it something that simply tastes good, it is a medium for people to connect with one another. She uses coffee to make a difference and have a positive influence on others. She hopes her coffee shop not only sells coffee but sells stories and friendships. She travels and shares her experiences and stories with as many people as possible. She hopes that she can help others through her personal stories and motivate others to do what they love. 

Even social enterprises need to establish a brand image and Kanon coffee's name and designs all have special meaning. The coffee shops Chinese name is HuaYing and directly translated it means "Flower Sound." Her one grandmother's name means flower and her other grandmother's name means sound. HuaYing is a tribute to her grandparents and a reminder of the fond memories she's had with her grandparents growing up. To Kao, doing good comes first and business comes second. So, she tries hard to balance business and her work with communities. Even when she accepts media requests, her goal is simply to share her story and let more people know about her work, not necessarily sell her products. 

Her courage is very admirable, her work is certainly worth our support and attention. She started from the ground up and made her own path one step at a time. She realized her dream and that is never easy. Not many people can say that, but she can. When speaking to a group of hopeful students, she spoke the truth and from her experience, she told them, "do think about what you want, what you should do and what you can do." She reminded them to get to know themselves and continue to strive for the future. "Life is full of possibilities, how you live your life is up to you to choose, and every choice you make take courage. Practice being brave and you have limitless opportunities."