In 2004, a new badminton brand was born! CEO Mr. Li Chienmin in a student enrolled inphysical capital :Taipei Physical Education College, often with many domestic topbadminton players learn ball game, and has valuable research resources in schools, soinspired his badminton equipment brand new forward-looking trends , and thus call for a group of friends who love badminton team composed of R D, co-founded the "JNICE".

"JNICE" in the name, meaning the same as the Taiwanese, and English common tosaid: "very beautiful, very delicate," meaning, in addition has a strong local flavor as well as cross-border cultural integration, which also includes the Company for product qualitystringent control of self-expectations.

"JNICE" is Taiwan's first as a boutique brand positioning and the creation ofbadminton, dedicated to creating cutting-edge fashion combined with the badmintonequipment, products include: badminton, rackets, clothing, accessories ... etc. Set the current flagship store in Taipei. "JNICE" uphold the spirit of giving back to society, tried to sponsor schools at all levels, professional and amateur teams a way to promote and tostrive tirelessly committed to high quality and good service.

For a long time, "JNICE" has been the principle of "innovation, exquisite, the service" business purposes, by all R D team security was top priority, together their talents to theteam, in R D, manufacturing, marketing on the continuing excellence, to become able toperfect themselves freely quality badminton equipment. Now with domestic and foreignplayers and consumers together certainly, "JNICE" has gradually expanded to themainland market, and towards the world famous badminton equipment brand goals.