The Taitung County Government has actively expanded overseas marketing for Taitung Atemoya, cultivating Singapore’s high-end consumer market for three consecutive years. Through a consistent supply chain and targeted distribution strategies, the county has built a strong brand foundation, with cumulative sales over the last two years exceeding 16,000 kilograms. On January 24 this year, the county delegation returned to Singapore to host over 100 tasting and promotion events across major retail channels. County Magistrate April Yao expressed gratitude to Ambassador Tung Chen-yuan for his support, noting an increase in orders and the release of a congratulatory promotional video.
According to the county government, Taitung Atemoya officially launched in supermarkets under the DFI Retail Group in 2024, with first-year sales reaching approximately 6,880 kilograms. In 2025, distribution expanded to NTUC FairPrice, Singapore’s largest consumer cooperative, bringing annual sales to 9,170 kilograms and maintaining a stable growth trajectory.
This year, the fruit continues to be available at both NTUC and DFI outlets. NTUC maintains its “individual fruit” sales format, catering to everyday household needs. Meanwhile, DFI targets premium clientele through its high-end Cold Storage stores, featuring exquisite gift boxes. This two-pronged approach has successfully positioned Taitung Atemoya for both festive gifting and luxury markets, showcasing its market flexibility.
To boost consumer awareness, the county government organized over 100 in-store tasting events at NTUC and DFI locations from January 24 to February 28, 2026. Sales staff introduced the fruit’s origin, unique flavor, and the best ways to enjoy the fruit, encouraging a “try before you buy” experience. This experiential marketing strategy has effectively increased purchase rates and remains a key driver for overseas growth.
Regarding other international markets, the county government noted that Sam’s Club in Beijing has highly praised the quality of Taitung’s shipments. Following stable sales in 2025, orders have been increased, with shipments projected to reach 480,000 kilograms this year. Domestically, the county continues to partner with PX Mart and Carrefour to strengthen brand marketing and stimulate domestic demand.
Looking ahead, the county government will continue to refine its distribution strategies, grading systems, and experiential marketing to enhance the international competitiveness of Taitung’s agricultural products. Magistrate Yao also invited consumers to enjoy Taitung Atemoya during the Lunar New Year, wishing them that “all things sweet come your way” and that all their heart’s desires be fulfilled in the new year.
