Chiayi City Showcases 15 Signature Food Brands at FOOD TAIPEI, Building on Last Year's Threefold Growth in Business Matchmaking
Post Date: June 24
Economic Affairs Department / Tourism and Information Department
The 2026 FOOD TAIPEI, one of Asia's premier food industry exhibitions, officially opened on June 24 at Taipei Nangang Exhibition Center Hall 2. Representing Mayor Huang Min-hui, Deputy Mayor Lin Ruey-yen led a delegation of 15 carefully selected local businesses under the Chiayi City Pavilion, themed "Distinctive Flavors, Sustainable Innovation." Building on last year's strong performance — which saw business meetings increase by approximately 10 percent and business matchmaking value nearly triple — the city aims to further expand market opportunities and distribution channels through this year's exhibition.
Deputy Mayor Lin said food has long been at the heart of Chiayi City's identity. To strengthen the city's food industry, the Chiayi City Government has continued to develop the "Chiayi Nice Shop" brand, helping local businesses enhance product quality while transitioning toward long-term brand development. Through professional branding support, the initiative has enabled Chiayi City's specialty foods and signature gifts to reach broader domestic and international markets.
Since 2020, the city government has organized local businesses to participate in FOOD TAIPEI under the Chiayi Nice Shop brand, with this year marking its seventh consecutive appearance. From more than 200 outstanding local businesses, 15 exhibitors were selected through a rigorous evaluation process.
Lin noted that Chiayi City's exhibition strategy emphasizes teamwork. Rather than promoting individual companies separately, the city government creates a unified platform where participating businesses can showcase their products directly to buyers, distributors, retailers, and procurement representatives, increasing both commercial opportunities and brand visibility.
Last year's exhibition delivered particularly strong results, with the number of business meetings increasing by around 10 percent and total business matchmaking value rising nearly threefold compared with previous years. Encouraged by this success, the city has continued expanding overseas marketing efforts by participating in international trade events, including FOODEX Japan, the Singapore Food Expo, and tourism promotion events in Busan, South Korea.
Lin expressed confidence that the Chiayi City Pavilion will once again attract buyers and industry professionals this year, showcasing local products that combine trusted quality, refined craftsmanship, contemporary aesthetics, and sustainable values while opening new opportunities in both domestic and overseas markets.
According to Lo Tzu-cheng, Director of the Economic Affairs Department, the Chiayi Nice Shop brand has received trademark certification from the Ministry of Economic Affairs, representing not only a collection of outstanding local businesses but also a recognized mark of quality and brand assurance.
The first three days of FOOD TAIPEI are reserved for professional buyers, while the exhibition opens to the general public on June 27. To strengthen consumer engagement, the city government will launch a dedicated business-to-consumer promotion on the public day, inviting popular influencer 郭鬼鬼 Angela (Kuo Kuei-kuei) to serve as ambassador for the Chiayi City Pavilion. Through lifestyle-oriented content and social media engagement, the campaign aims to further increase brand awareness among younger consumers.
This year's pavilion features a diverse lineup of Chiayi City's best-known food brands, highlighting the city's rich culinary heritage and innovative food industry.
Among the featured exhibitors are A-Pan Steamed Buns, known for preserving traditional craftsmanship; Lin Tsung-Yi Fish Head Casserole, whose signature pickled mustard fish hotpot is made with its proprietary fish bone broth and was featured on Netflix's Street Food series; Tang Cheng Goose, which recreates the distinctive flavor of Chiayi's famous chicken rice using a carefully balanced blend of pure goose oil and fried shallots; and Yi Chia Jen, renowned for its clay pot charcoal-simmered black garlic chicken soup.
Other exhibitors include Jin Long Soy Sauce, a favorite among local food vendors for its rich, traditionally brewed black soybean soy sauce; the award-winning Saint Paul Q Cake; Good Day Seeds, featuring premium cold-pressed camellia oil; A-Guei Chicken Essence, recipient of a Monde Selection Gold Award; Hsu Chia Ming Pastry Shop, known for its chilled mung bean cakes; Sweet Potato Artisan, offering sweet potato crisps and rice snacks made from locally sourced ingredients; Four Seasons Honey, producing distinctive Taiwanese forest honey; Li Xiang Coffee, showcasing premium high-mountain Alishan coffee; and SUNHOYA Winery, presenting its signature plum wine.
Several long-established Chiayi brands are also participating, including Yi Hsing Chiayi Brewing (義興嘉釀), which continues to produce traditionally fermented black soybean soy sauce through a secondary fermentation process, and San Kuang Rice, whose "Happy Chiayi Rice" (幸福嘉義米), made from the Taiwan Agricultural Research Institute No. 82 variety, has successfully entered the highly competitive Japanese market. These businesses have preserved traditional craftsmanship while continuously innovating in product quality and packaging, demonstrating their readiness to compete internationally.
The Economic Affairs Department added that this year's Chiayi City Pavilion features a creative exhibition design inspired by "Chiayi Railway Station × Street Market." The concept recreates the atmosphere of strolling through Chiayi City's neighborhoods, allowing buyers and visitors to experience the city's food culture in an immersive setting.
The pavilion also incorporates "Taoxi" (桃喜), the official mascot of the Chiayi City 320+1 Expo, as its central visual element. Carefully designed visitor routes connect each participating brand, creating an engaging exhibition experience that highlights the unique character, culinary traditions, and creative spirit of Chiayi City.