Taichung Forges a Global Identity Through Commerce The 2025 Taichung Shopping Festival is poised to elevate the city's international stature, projecting an influx of participants from more than 50 countries and 10,000 overseas visitors.

TAICHUNG, Taiwan – Once a local retail celebration, the Taichung Shopping Festival has been reimagined as a cornerstone of the city’s global branding efforts. At a press briefing on October 15, city officials unveiled an ambitious plan to expand the event’s global reach for its 2025 iteration.

Building upon the diplomatic successes of the 2024 edition, the municipality is deepening its international engagement through a multifaceted strategy. This includes enlisting foreign representatives as ambassadors, refining multilingual platform capabilities, creating exclusive prize categories for overseas participants, and leveraging diplomatic and media channels for maximum exposure. The festival has already garnered significant attention within diplomatic circles in Taiwan, and the city government now forecasts participation from over 50 countries, with more than 10,000 international users expected to download the dedicated “TCPASS” application—a move anticipated to concurrently stimulate the local economy and burnish Taichung's global profile.

Cultivating Soft Power Through Civic CelebrationMr. Chang Feng-Yuan, Director-General of the Economic Development Bureau, underscored that the 2024 festival constituted a milestone in municipal diplomacy. "By inviting the representatives of Belgium, Singapore, and Japan to serve as international ambassadors, we significantly elevated the festival’s global visibility," he noted. Their involvement sparked conversations among foreign missions, amplifying the event’s reach to their home countries and beyond. The festival has since become a recurring topic in cross-cultural dialogues, whether during a Taichung delegation’s visit to Japan’s Miyazaki Prefecture or when receiving foreign dignitaries in the city.

The allure of the festival’s grand prize—a cash draw of US$10,000—was singled out as a powerful incentive. "The top prize, equivalent to over 500,000 Philippine pesos, is profoundly attractive," remarked Ms. Sabrina Pacalinga Aaron, Director of the Manila Economic and Cultural Office, Taichung Extension Office, wryly adding her intention to personally partake in the city’s retail frenzy.

The city’s accelerating internationalization was a key observation from Douglas Habecker, a Board Member of the American Chamber of Commerce in Taichung. Having witnessed the city’s transformation over three decades, he stated, "I have seen it evolve from a predominantly local hub into a genuinely cosmopolitan center." In a show of unified support, Mr. Lee Chun-Ying, Director of the Taichung Tourist Hotel Association, pledged to fully mobilize the city’s hospitality and tourism resources to accommodate the anticipated surge in domestic and international visitors.

Strategic Integration into the Global CircuitThe city government has adeptly woven the shopping festival into the fabric of international exchange, securing invitations to prominent national day celebrations, including France’s Bastille Day, South Korea’s National Foundation Day, and Belgium’s King’s Day. The initiative received plaudits at these gatherings, with the Belgian representative reportedly hailing it as “second to none.”

Media strategy, spanning global broadcast channels and English-language outlets, has further augmented its international footprint. The 2024 event attracted visitors from more than 40 countries, generating registered expenditures exceeding NT$43 million. Its inaugural overseas showcase at the “Taichung Night Market in Nagoya” successfully exported the city’s distinctive retail and culinary culture to a broader Asian audience.

Epicurean Convergence: A Gastronomic CrossroadsThe festival also casts a spotlight on Taichung’s burgeoning reputation as a nexus for global cuisine. The city’s diverse culinary landscape—from ABV Mediterranean Bar & Kitchen, endorsed by the Belgian representative, to the authentic Japanese flavors of Kuroizumi Wagyu praised by Japanese Representative Kazuyuki Katayama—offers a world-class dining experience. A multitude of these establishments participate in the festival, providing special offers for both local and international patrons.

The 2025 Ascent: Ambition and ScaleNow in its seventh year, the festival aspires to establish itself as Taiwan’s preeminent shopping carnival. Its scale is expanding dramatically: the roster of international partner restaurants has more than tripled, from 154 to over 500, while discount merchants have quadrupled to 245, collectively offering in excess of 450 promotions.

The initiative has since been cited by observers as a model for how mid-sized Asian cities can leverage commerce for soft power. For Taichung, the festival is more than a shopping event—it is an exercise in city diplomacy, blending commerce, culture, and connection on a global stage.

The 2025 Taichung Shopping Festival is scheduled to run from October 24 to December 25, inviting global visitors to register their receipts for a chance to win the grand prize.

Advertorial by Economic Development Bureau, Taichung City Government.