Taichung Earns European Acclaim! EU Trade Head Endorses 2025 Shopping Festival and Applauds City’s Diversity

TAICHUNG, Taiwan –The European Union, Taiwan’s fourth-largest trading partner, recorded US$84.7 billion in bilateral trade with Taiwan last year. Few cities showcase Taiwan’s industrial ambition more vividly than Taichung.

During European Innovation Week, Lutz Güllner, director of the European Economic and Trade Office (EETO), lauded Taichung’s industrial ecosystem—spanning smart manufacturing, green energy, and electric vehicles—as a model for sustainable growth.

His visit also took an unexpected creative turn. Güllner joined the filming of a promotional campaign for the 2025 Taichung Shopping Festival, experiencing firsthand a city that blends European sophistication with Taiwanese energy.

Instant Europe — in Taichung

As part of the cross-border collaboration, Güllner boarded the high-speed rail from Taipei to Taichung early in the morning, stepping off in a light summer suit that matched his effortless European poise.

The first shoot was set at Xinshe Castle Manor—often called “Europe in a minute.” Amid mist-draped lakes and forested hills, Güllner strolled through the castle grounds alongside a golden retriever, taking in the crisp mountain air.

“I can hardly believe that such an authentic European-style castle sits less than half an hour from downtown,” he remarked, noting with surprise that the site—built less than 20 years ago—so convincingly recreates the character of centuries-old European architecture.

From Diplomat to “Chef de Cuisine”

Later, Güllner joined Vice Mayor Cheng Chao-hsin and Economic Development Bureau Director General Chang Feng-yuan for a European-style meal prepared by a private chef, who blended premium local ingredients with refined European techniques.

When the main course arrived, Güllner donned an apron and cheerfully carved the roasted meat for the table, drawing laughter and earning a new nickname — “the diplomatic chef.”

“This meal reflects Taichung’s international and inclusive spirit,” he said, noting how flavor, story, and hospitality came together in a single moment.

Hidden Treasures in Taichung

In the afternoon, the visit continued at the NewEra Museum of Western Art, a hidden gem tucked within a restaurant in Taichung’s East District. The museum’s collection spans over 400 years, featuring nearly a thousand Western antiques—from ornate Baroque clocks and delicate porcelain to Edison memorabilia, vintage German tableware, and century-old wines sourced from Sotheby’s and Christie’s.

Surrounded by gilded Baroque décor and the soft glow of chandeliers, Güllner lingered to admire pieces from his native Germany, smiling as he observed, “Taichung can feel remarkably European.”

Craftsmanship: A Universal Language

Director General Chang Feng-yuan highlighted that Taichung’s precision engineering, aerospace, and smart manufacturing sectors embody the same “craftsmanship and quality” long celebrated in Europe.

European companies are increasingly establishing a presence in the city: Siemens Gamesa has chosen Taichung Harbor as its Asia-Pacific offshore wind export hub, while German firms Allianz Life and Beckhoff Automation have expanded their local investments.

“Taichung Shopping Festival,” Chang said, “bridges industrial excellence with cultural warmth. It’s a link between commerce and friendship.”

Carnival Cheer Until Christmas

Running from October 24 to December 25, 2025 Taichung Shopping Festival continues its signature prize draws, including daily NT$3,000, weekly NT$100,000, biweekly cars, monthly NT$1 million, and a grand-prize home.

To expand its international appeal, this year’s festival adds round-trip flights to nine countries and three US$10,000 prizes exclusively for foreign participants.

Both local and international visitors are encouraged to download the TCPASS app, register their purchase receipts, and join the celebration, which combines global excitement with local pride.

The festival’s international promotional video is now available on the Taichung Economic Development Bureau’s YouTube channel.

Advertorial by Economic Development Bureau, Taichung City Government.