Local Brand Expansion gained momentum after regional products secured shelf space at Taipei 101 and major Taipei retailers. What began as a rural revitalization effort has evolved into a national retail breakthrough. Consequently, dozens of locally selected goods now appear in high-profile urban stores.
The National Development Council backed the initiative to strengthen regional economies. Specifically, the council aimed to connect promising small producers with mainstream retail channels. Since October, 57 food items and 20 non-food products have entered select outlets.
Retailers placed these products at Mia C’bon inside Taipei 101. In addition, Carrefour introduced them at its Chongqing and Neihu concept stores. Together, these venues offer access to diverse consumer segments in Taipei.
Huang Wen-yen, director-general of the council’s Department of National Spatial Planning and Development, described the process as demanding. He explained that large retail chains enforce strict standards. Therefore, local teams faced higher barriers than expected.
Initially, many producers believed strong local support ensured readiness. However, they soon discovered gaps in mass production capacity. Some teams struggled with consistent output. Others failed to meet labeling rules or inspection standards.
Retailers insisted on full compliance before granting shelf space. As a result, several teams revised packaging repeatedly. Meanwhile, some participants withdrew after facing mounting costs and delays. Nevertheless, others adapted and improved their operations.
After more than six months of mentoring, nearly 80 products reached store shelves. Sales results varied by location and customer profile. Consequently, performance insights emerged across different retail formats.
At Mia C’bon in Taipei 101, items with strong storytelling resonated with shoppers. For example, pastries from Chiayi and herbal vinegar from Yunlin attracted steady demand. Pomelo flower tea from Alishan also gained attention due to its regional identity.
Meanwhile, Carrefour’s Neihu concept store served mainly family shoppers. Therefore, red oolong tea cookies from Taitung performed well there. Spicy peanut hotpot products from Yilan also recorded solid sales. Retail managers emphasized clear packaging and consistent quality.
Huang stressed that Local Brand Expansion does not guarantee permanent shelf placement. Instead, the initiative teaches producers how modern retail systems operate. In other words, shelf entry marks a beginning rather than a final destination.
Economists say the program could reshape regional development strategies. By linking rural producers to urban demand, policymakers aim to narrow economic gaps. Furthermore, successful branding may enhance Taiwan’s domestic supply chains.
Looking ahead, the council plans to refine mentoring programs. Officials will analyze sales data to guide future participants. Ultimately, Local Brand Expansion may create a sustainable pathway for regional products nationwide.
