La New

La New refers to a professional baseball team that originated in Taiwan and later relocated to Kaohsiung, Taiwan. The team was formerly known as the Sinon Bulls.

History:

The La New Bears (later Monkeys) were established in 2003 after the La New Corporation purchased the financially troubled First Financial Holdings Agan. This marked a significant moment in Taiwanese professional baseball as it was the first time a non-financial corporation took ownership of a team in the Chinese Professional Baseball League (CPBL).

Name Changes:

• La New Bears (2004-2010)
• Lamigo Monkeys (2011-2019)
• Rakuten Monkeys (2020-present - although ownership changed and the "La New" name is no longer associated.)

Significance:

The La New Bears, and subsequently the Lamigo Monkeys, were known for their innovative marketing strategies and strong on-field performance. They significantly contributed to the popularity and revitalization of professional baseball in Taiwan. The team became synonymous with energetic fan engagement and a commitment to developing talented players. Their move to Taoyuan also established a strong regional fanbase.

Note: While the term "La New" originally referred directly to the baseball team, the team is no longer called La New. The legacy of La New remains as a vital part of the history of the CPBL and its impact on Taiwanese baseball culture.