The Taitung County Government led eight local brands to FOODEX JAPAN, one of Asia’s premier food trade exhibitions. On March 10, the Taitung Pavilion officially opened at Tokyo Big Sight under the theme “Between Mountains and Sea,” showcasing Taitung’s distinctive agricultural and fishery products and brand strengths to global buyers and food service professionals, as the county activiely expands into international markets.
Taitung County Magistrate April Yao said FOODEX JAPAN is an important global platform for food industry exchange and a key opportunity for Taitung products to reach international markets. With its pristine environment and abundant agricultural and marine resources, Taitung has developed a diverse range of products, from mountain-grown tea and rice to flavors shaped by the sea, gradually building a brand identity that blends cultural depth with a refined lifestyle aesthetic.
The value of Taitung’s brands lies not only in the products themselves, but in the long-standing trust, care, and dedication cultivated between its people and the land. Through this international exhibition, Taitung is showcasing not only its agricultural produce and processed goods, but also the spirit of slow living and sustainability rooted in its mountain and coastal way of life, inviting the world to discover Taitung through taste.
Building on this vision, the county government is taking a more proactive approach to its international strategy to deepen market development. Beyond intensive business matchmaking sessions, it has partnered with Japanese food service and distribution channels to launch a three-month “Taitung Festival,” bringing Taitung ingredients into restaurants and consumer markets across Japan. By connecting exhibition exposure, culinary applications, and actual sales, the initiative is designed to maximize the impact of Taitung’s push into international markets.
The Taitung Pavilion brings together eight representative local brands, showcasing the strength of a fully integrated industry chain from cultivation and production to processing. Qiuniangmanman presents naturally brewed roselle vinegar and fruit vinegars, highlighting the innovative value of transforming local agricultural products into wellness-focused beverages. Yun Fong Tea Plantation showcases refined tea-making craftsmanship through its red oolong and specialty teas, while Buo-Ya Pavilion Natural Tea Company, a recipient of the ITI Diamond Award and numerous gold awards for red oolong, has attracted the attention of overseas buyers with its consistent quality and internationally recognized flavor profile. East Sun Distillery incorporates deep ocean water from Taiwan’s east coast with local ingredients such as Taiwanese prickly ash and betel pepper leaf to create artisanal spirits that capture the soul of the region. ZiYuan Rice Husking Factory promotes organic rice cultivation alongside food education, highlighting the purity, safety, and quality of Taitung rice, while Golden Rice Castle, with 1,200 hectares of contract farming and global distribution, demonstrates the scale and export capability of the region’s rice industry. Shanyang Foods develops fruit wines and frozen fruit products using Taitung custard apples, bringing added value to the region’s agricultural processing sector, and Huashijian offers organic herbal teas that capture the flavors of Taitung’s mountains and fields and their naturally restorative qualities.
From production to branding, Taitung demonstrates strong market competitiveness through its diverse products and distinctive local identity. The county government said it will continue to deepen its presence in the Japanese market while integrating culture, regional products, and tourism into its international marketing efforts to enhance the global visibility of the Taitung brand and expand opportunities for partnership.
