The Ministry of Economic Affairs launched the “Wow! Taiwan Selects” in Indonesia and Vietnam in 2015 to improve the image of Taiwan and stimulate exports to newly emerging markets. With the integration of trendy elements such as technology, entertainment, design, and the distinctive living style of Taiwan to dress up the “MIT” products, this will be fortified with the local elements generally shared by the local consumers. This move will certainly help to project an amazing image of Taiwan for the “Pop-Up Store” to the local consumers of the newly emerged markets.

Board of Foreign Trade of the Ministry of Economic Affairs (MOEA) commissioned Commerce Development Research Institute (CDRI) to launch phase II of the “Good Quality Low Price for the Newly Emerged Market Program” (hereinafter, the “Good Price Program”) since 2013. By now, CDRI has summed up numerous research findings from the newly emerged markets. This year will be the final year of the Good Price Program. The research findings will be used to assist Taiwan business firms in developing overseas markets. This is the innovative overseas joint marketing event.

The lucrative domestic demand in the newly emerged countries of Indonesia, Vietnam, and the Philippines has attracted the attention of world business. Japan and Korea elected to export their cultural products (such as opera shows, movie stars, and cartoons) to portray their national image and boost the export of products. They also adopted innovative means to target the export market with localized marketing events. As compared with these two countries, Taiwan tends to take her industrial capacity (such as information and communication products) for granted in projecting her overseas image. This imprinted an impression of “Taiwan = a sense of technology” to overseas consumers. However, they do not know much about consumer goods from Taiwan (such as food and beverages, cosmetic and skincare products, clothing and accessories). To appeal to a soft image of our consumer products, CDRI leaned from Japan and Korea. Currently, we have planned to launch the Pop-Up Store mode of marketing, a new trend of the world, to Jakarta in Indonesia (June), Ho Chi Minh City in Vietnam (September) with different styles and themes, and wish to launch the “Wow! Taiwan” image to make the “MIT” brands highly visible in the local markets there.