Jade Boat 191

Business hour	Sunday	Monday	Tuesday	Wednesday	Thursday	Friday	Saturday
Open	10:00	9:00	9:00	9:00	9:00	9:00	9:00
Close	17:00	18:30	18:30	18:30	18:30	18:30	18:30

Business hour	Open	Close
Sunday	10:00	17:00
Monday	9:00	18:30
Tuesday	9:00	18:30
Wednesday	9:00	18:30
Thursday	9:00	18:30
Friday	9:00	18:30
Saturday	9:00	18:30

【Brand story】

Crossing the Tropic of Cancer through a Small Fishing Village, the Sun Burns Bright, and the Sea is Azure.

Over sixty years ago, Grandfather’s Penghu number 156 fishing boat set sail fully loaded, and a journey began. The children of Penghu arrived in Taipei’s Dadaocheng to start a new life. Having grown up savoring the fresh catch of the sea, they couldn’t forget the flavors of their hometown’s mountains and oceans.

The cuttlefish exudes the aroma of the ocean, while the sardines, whether eaten fresh or in a soup, are equally delightful. The nuts and mixed grains are plump and incredibly crunchy. From a former grain-drying field in the fishing village, the new generation sets sail once again.

Penghu Bay, located at No. 191, Section 1 of Dihua Street, is where shoppers can select various Penghu delicacies and seafood so that discerning customers can return home happily. A taste of the freshness direct from the source, evoking memories of sunny days at sea.

【Key points of transformation】

The Old Dried Goods Store Embarks on a New Journey - Meeting the Penghu Bay in Dadaocheng.

Originally named Cheng Da Hang, the founders, Mr. and Mrs. Chen, came from the fishing village of Huji Islet in Penghu. In 1989, they set up their business on Dihua Street and eventually purchased the current location at No. 191, Section 1 of Dihua Street after several transformations.

In the store, there was a variety of delicacies, but the selection of Penghu products was limited, making it undifferentiated from other dried goods stores. Their primary customers were market vendors, but their business gradually declined.

Through revitalization and guidance, the first-generation owner, Mr. Chen’s father’s fishing boat “JADE BOAT 156,” was combined with the store’s house number to create the brand name “191 JADE BOAT.” The space was designed with the imagery of a boat, and the layout was reorganized to introduce more Penghu products. The brand’s positioning is “Delicacies Brought by the Boat from Penghu Bay,” with the slogan “Abundant Seafood, Returning with a Full Boat,” presenting the maritime imagery, symbolizing that customers leave with their hands full.

Tropic of Cancer passes through the small fishing village under the blistering sun and next to the azure ocean
Over 60 years ago, the maiden voyage of grandpa’s Peng Yu 156 fishing boat returned with an abundant catch
As someone who grew up in Penghu and started his family and business in Dadaocheng, Taipei 
He longs for the mesmerizing taste of fresh seafood and game from home
The squid exudes fresh ocean aroma and the sardines can be enjoyed right away or prepared into a soup 
Plump nuts and grains offer an unparalleled crunchy texture
The new generation of fishermen set sail from the old rice-drying yard of the fishing village
At No. 191, Sec. 1, Dihua Street, Dadaocheng meets Penghu Bay 
The diverse selection of Penghu’s gourmet delicacies provide gourmands with abundant choices
A taste of succulent freshness from sea to table evokes images of the sunny sky over the ocean