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Taiwan Government Project “Taiwan Excellence” Strengthens Taiwanese Brands’ Awareness in the Philippines
Taiwan continuously reinforces its importance as the Philippines’ trading partner. According to 2015 Philippine Statistics Authority data,Taiwan is the 4th top import country (with 5.2 billion USD imports) and the 9th top export country (with 2.2 billion USD exports) in the world. With this, Taiwan Excellence campaign, which is organized by Bureau of Foreign Trade (BOFT) of Taiwan government and implemented by Taiwan External Trade Development Council (TAITRA), is again rolling out for the third year in the Philippines to further strengthen trading ties between the two countries.
Taiwan Excellence, the symbol of superiority of products from Taiwan, will have more exciting and more comprehensive activities in 2016. Through experiential activities to be staged throughout the year, TAITRA aims to let Filipino consumers experience how they can enhance their lives and create a truly “Excellent Lifestyle.”
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| Taiwan Excellence brand partners showcased their products |
Over the years, Taiwan Excellence activities have brought Filipinos closer to Taiwanese products. These innovative and high-quality products have seen greater acceptance in the market and have become an integral part of the Filipino lifestyle – from appliances that provide convenience in managing households, gadgets that complement hectic schedules, and equipment that makes committing to a healthy goal easier.
For this year, Taiwan Excellence will introduce its latest product line-up, all of which capture Taiwan brands’ features that have gained global recognition for their distinct quality and sheer excellence. Some brands include ACER, ASUS, MSI and PX for Information and Communications Technology products; Tatung, Sakura, and Caesar for Household Goods; and Johnson, Pacific and KYMCO for Sports and Leisure products.
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“In the past two years, we have witnessed the very strong demand among Filipinos for high-quality Taiwan-made products to meet their lifestyle needs. Through the Taiwan Excellence campaign, we hope to bring high-quality products that will help Filipinos upgrade their lifestyles. We hope Filipino consumers will be empowered to make educated decisions about their purchases and experience the benefits and superior quality of our products and brands,” said Scott Yang, Deputy Executive Director of TAITRA.
Among the activities slated for 2016 are Taiwan Excellence Experiencing Zones scheduled on June 3 to 5 in SM Megamall, July 8 to 10 in SM Mall of Asia, August 19 to 21 in TriNoma, and October 21 to 23 in Market! Market!
I think one of the reasons why Taiwan Excellence products captured the heart of Filipino consumers besides from the high-quality of its products are their choice of celebrity ambassadors through the years. Last year, they picked actress and recording artist Maja Salvador as the face of their campaign. And for their brand, like for Acer they multi-media star Toni Gonzaga for Acer Liquid Jade Smartphone and #MerryMe campaign; singer-songwriter Yeng Constantino for Pull It Off: Anti-Bully back-to-school campaign; teen-actress Liza Soberano for Acer Premium #FLAUNTit campaign and just last month the actress Andi Eigenmann for #MoveFree campaign.
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About Taiwan Excellence
The symbol of Taiwan Excellence honors Taiwan’s most innovative products that provide tremendous value to users worldwide. All products carrying this symbol have been selected for specific Taiwan Excellence Awards based on their excellence in design, quality, marketing, Taiwanese R&D and manufacturing. Initiated by the Ministry of Economic Affairs (MOEA), R.O.C. in 1992, the symbol of Taiwan Excellence is recognized by 100 countries.
Organized by Bureau of Foreign Trade (BOFT), MOEA
The Bureau of Foreign Trade (BOFT) under the Ministry of Economic Affairs (MOEA), R.O.C. is responsible for implementing policies and regulations governing foreign trade and economic cooperation. Established in January 1969, the BOFT's role and position have been adjusted regularly to meet the needs of the ever changing international economic and trade environments. The BOFT has been guiding and working with the Taiwan External Trade Development Council (TAITRA) in numerous promotional trade projects and activities both internationally and domestically. Having worked closely with TAITRA for many decades, the BOFT continues to commission TAITRA for various critical government projects relating to business, trade and investment, while promoting Taiwan internationally.
Implemented by Taiwan External Trade Development Council (TAITRA)
Founded in 1970 to help promote foreign trade, the Taiwan External Trade Development Council (TAITRA) is the foremost non-profit, semi-governmental trade promotion organization in Taiwan. Jointly sponsored by the government, industry associations, and several commercial organizations, TAITRA assists Taiwanese businesses and manufacturers with reinforcing their international competitiveness and in coping with the challenges they face in foreign markets. TAITRA boasts a well-coordinated trade promotion and information network of over 1,200 international marketing specialists stationed throughout its Taipei headquarters and 50 overseas offices worldwide. Together with its sister organizations, the Taiwan Trade Center (TTC) and the Taipei World Trade Center (TWTC), TAITRA has created a wealth of trade opportunities through effective promotion strategies.
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