Laotse’s saying ,the highest goodness is like water. Water benefits all things and does not compete. DUCAL COOFFEE&CULTUR Estill follow the way, using Chinese character component,which means water to name it. Lying in natural , balance, merge, integrate of nature and human , as well as creature’s relations.DUCAL means evolution in peace,DUCAL COOFFEE&CULTUR holds a modest attitude , closing to nature , and staying in the lowly places which others despise. Therefore it is near the eternal. Living inside , the emotion is getting pure and bright.