Bonjour, Taichung Shopping Festival! French Chic Arrives with Director Franck Paris—A Day of Style, Flavor & Romance

Franck Paris, Director of the French Office in Taipei, stepped into the spotlight as this year’s ambassador for the Taichung Shopping Festival. His mission? To uncover “a very French Taichung” through a full day of filming across the city—from fine French dining and local bakeries to a beloved French sporting-goods brand.

Mayor Lu Shiow-yen put it perfectly: “French style has already become part of everyday life in Taiwan.”

With Director Paris’ participation, the festival highlights just how beautifully French flair blends with Taichung’s unique charm.

A Wood-Fired Welcome: French Cuisine Meets Fried Rice

The journey began in Nantun District at an immersive restaurant that blends European wood-fire techniques with Asian creativity. Director Paris stepped straight into the kitchen, surrounded by the aroma of sizzling steak and duck breast.

But the biggest surprise? Fried rice—served at a French restaurant!

This playful fusion combines Taiwanese culinary methods and local ingredients with European spices. Director Paris praised the dish, saying it reflects how French expats feel about Taichung:“There’s warmth and friendliness here—we’re different, yet living the same.”

Cycling Through Taichung—The French Way

Next stop: Decathlon, the French sports brand beloved across Taiwan.

A passionate cyclist who once joined the Sun Moon Lake L’Étape race, Director Paris suited up with Economic Development Bureau Director-General Chang Feng-yuan. Together, they rode through Taichung—his first city ride here—soaking in the views with unmistakable French energy.

He also spoke with Decathlon about blending French innovation with Taiwanese creativity through long-term partnerships and numerous local collaborations.

A Bakery More French Than France

In the afternoon, Director Paris visited Le Beret Bleu Bakery in Beitun—now one of Taichung’s hottest brunch spots. The French owner is devoted to authenticity: almost every ingredient except water, eggs, and milk is imported directly from France.

Recreating true French texture in Taiwan’s humid climate is no small task, but the results impressed Director Paris. His verdict:“Bringing the best of French baking to Taichung—magnifique!”

A Hidden French Corner in an Alley

As evening fell, Director Paris visited the Michelin Plate-recommended Yet-Sen Mansion, tucked away in a quiet alley of West District.

Outside: a serene Chinese courtyard.Inside: a French-inspired interior that transports you straight to Europe.

Director Paris was astonished:“I didn’t know Taichung had such a French corner!”

During dinner with Mayor Lu, he passionately recommended the bouillabaisse and explained the delicate garlic balance required to perfect it—too much overwhelms the palette, too little falls flat.

Clearly, he’s “a chef hidden behind a diplomat’s suit.”

A Corsican Diplomat Who Fell for Taiwan

Born in Corsica—Napoleon’s birthplace—Director Paris dreamed of diplomacy from a young age. His early career took him to African conflict zones, earning him the nickname “Mr. Africa” for his negotiation achievements.

He later volunteered to come to Taiwan—and quickly fell in love with its nature, culture, and people.

He formed a football team with other expats, joined cycling races, went hiking—and, of course, explored Taiwan’s irresistible foods, especially xiaolongbao and mango shaved ice.

In his words:“Full of Taiwanese flavor, infinitely delicious!”

Festival Fun: Big Prizes Await

The Economic Development Bureau has released Director Paris' video on YouTube.(YouTube link omitted for formatting—can add if needed.)

The 2025 Taichung Shopping Festival runs until December 25, featuring major prizes:

NT$3,000 daily draws

NT$100,000 weekly draws

Bi-weekly car giveaways

NT$1 million monthly prizes

And the spotlight-stealing 7th dream home

To boost international engagement, the event also offers:

Round-trip airline tickets

Three USD 10,000 prizes exclusively for foreign participants

Just download Taichung Pass (TCPASS), shop in Taichung, upload your receipts—and you may bring home a fortune… or even your dream house!

Advertorial by Economic Development Bureau, Taichung City Government.