CHIBA, Japan--(BUSINESS WIRE)--Featuring quality agricultural products unique to the southern Taiwanese county of Chiayi, the Chiayi Pavilion made its debut at the 38th International Food and Beverage Exhibition in Japan on March 5, and succeeded in highlighting Taiwan’s agricultural prowess and garnering significant interest from food buyers around the world.
The four-day expo, more commonly known as FOODEX JAPAN, ran from March 5 through 8 and took place at the Makuhari Messe convention center in Chiba Prefecture. Led by Chiayi County Magistrate Helen Chang, the Taiwanese delegation included representatives of ten local food producers seeking international sales channels.
As an auspicious start for the Taiwanese team, a Memorandum of Understanding (MOU) was signed between Taichung-based Sweet Garden Food Co. and Japan’s leading food processing company, Youki Trading Co. The accord-signing ceremony took place on the opening day of FOODEX JAPAN 2013 and was attended by the likes of Walter M. S. Yeh, executive vice president of the Taiwan External Trade Development Council (TAITRA), and Lin Liang-mao, director-general of the Chiayi County Government’s Agriculture Department. The MOU is expected to help generate US$300,000 in trade during the first year, and US$1.5 million by the end of the second year.
According to Magistrate Chang, Chiayi is one of Taiwan’s most charming secrets. To reflect the county’s unique sceneries and eateries, the design of the Chiayi Pavilion incorporated the beauty of Alishan Mountain and the rustic colors native to region affectionately known as “The Garden City.” Not only was the pavilion bedecked with visual displays of Alishan Mountain’s glorious sunrises, timeless forests and golden-hued sea of clouds, the main decorative centerpiece was a miniature replica of the famed Alishan Forest Railway, complete with a mechanical locomotive spinning along its tracks.
The well-executed and interactive designs played a vital role in the pavilion’s success; allured by the innovative showcase, buyers often stopped in their tracks to examine the pavilion’s goods and to engage with the Taiwanese representatives. The Taiwanese delegation even held a tea-tasting event to help promote the county’s unique Alishan Mountain Tea, which is the world’s only source of tea produced at such high altitudes.