Shine Beam is reshaping Taiwan’s fashion identity by using AI and digital innovation. Located near Tunghai University in Taichung, this clothing brand started small, making gloves and scarves. However, it has since evolved into a standout example of Made-in-Taiwan (MIT) success. The company was founded by Chen Yung-lin, an outdoor enthusiast, and his daughter Chen Ying-cheng. Interestingly, their big break came unexpectedly through an off-season scarf order from a lingerie company. Because of this, Shine Beam began working directly with factories and rethinking the meaning of the MIT label.
Despite resistance from some manufacturers, the Chens still pursued official certification. They saw it as a promise to their customers and themselves. Soon after, Shine Beam launched the Jialishi thermal wear brand. This brand combines practical ideas from hikers with cutting-edge fabrics. For example, their moisture-wicking underwear, originally made for high-altitude trekking, later found new markets in Japan’s eldercare sector and even among Ukrainian frontline troops.
Shine Beam’s products also include blankets and sleeping bags. Moreover, each design reflects customer feedback and carries elements of Taiwan’s culture. For instance, the company often incorporates Formosan wildlife like black bears and salmon shaped like the island itself. Chen Ying-cheng said, “We don’t chase trends. Instead, we share stories about Taiwanese culture and sustainability.”
Thanks to government support for digital transformation, Shine Beam drastically reduced sample production times from two weeks to just one day. By integrating AI tools and in-house fabric printers, the company can now efficiently manage small-batch orders with quick turnaround times. Furthermore, designers use generative AI to create pattern mock-ups and better understand client needs. Tasks that once required hours, such as selecting the perfect blue shade, are now resolved instantly with AI image simulations.
Despite its achievements, Shine Beam still lacks a dedicated factory space. Therefore, the company hopes the government will provide affordable creative hubs. Such spaces could help small makers grow and preserve Taiwan’s manufacturing heritage in the AI era. Overall, by blending technology with local culture, Shine Beam is proving that Taiwan’s fashion identity can thrive in today’s fast-changing world.
