The Tainan City Government is actively helping local businesses expand into global markets to boost the sales of Tainan’s high-quality agricultural and fishery products. In the first half of 2025, Tainan organized 18 overseas marketing events, successfully attracting large numbers of foreign consumers with free sampling. City government statistics show that the campaigns generated significant trade volumes, including a record-breaking NTD 300 million at Food & Hotel Asia (Singapore), nearly NTD 200 million at Seoul Food & Hotel (Korea), and over NTD 420 million at Foodex Japan.
According to Mayor Huang Wei-che, these overseas sales expansion results once again demonstrate that Tainan’s high-quality and flavorful agricultural products can stand out in international markets. Known not only as a cultural capital and a hub for technology, Tainan is also a major production zone for agricultural and fishery goods. Hami melons, rice, and orchids from the northern Zengwen River area, along with mangos, pineapples, and jujubes from the southern region, are among its signature products. Despite reduced production this year due to natural disasters, export performance remained strong, with Tainan fruits now available in major supermarket chains and distribution channels across multiple countries. The additional exposure has attracted returning consumers and significantly increased the visibility and sales of Tainan’s agricultural and fishery products. Promotional campaigns, brand collaborations, and sampling events have attracted repeat customers and significantly boosted international recognition.
Thanks to the dedication and hard work of the local farmers, Tainan is able to reinforce the city’s global brand image. Mayor Huang highlighted specific examples: exports of Taiwan rice, largely produced in Tainan, grew from 2,400 tons in 2024 to 3,000 tons in 2025. Taiwan tilapia successfully entered markets in Japan, Korea, and Southeast Asia, despite challenges linked to US tariff policies. Efforts are also underway to explore opportunities for exporting pork products. Many food processing plants in Taiwan have already obtained international certifications and hopefully, Tainan can soon have local food processing plants to further promote the region’s high-quality pork products.
Tainan City Agriculture Bureau Director Lee Fang-lin remarked that marketing activities in the first half of this year (food exhibitions, channel partnerships, and promotional campaigns) generated both substantial orders and widespread attention. These efforts not only created economic benefits but also added value to Tainan’s agricultural branding. The bureau will continue to assist local businesses with overseas expansion and introduce more diverse strategies to secure a stronger global market share for Tainan’s products.
To increase global exposure of the city’s agricultural goods, the Tainan City Government organized 18 overseas marketing campaigns, participated in the international food expos held in Tokyo, Singapore, and Korea in the first six months of this year. We also arranged shelving and inbound marketing events at overseas channels and interacted with local festivals, travel fairs as well as local channels and traders around the world to boost publicity and exposure of Tainan’s agricultural products.
Orders linked to Foodex Japan alone are expected to reach NTD 420 million, involving more than 6,000 tons of fresh and processed fruits. Jujubes from Nansi District, for example, maintain freshness after cold treatment and quarantine processes, ensuring high quality upon arrival in Japan.
At the Food & Hotel Asia in Singapore, trade volume is projected at NTD 300 million with over 500 tons of fresh fruit ordered. Following the expo, Singapore began importing containers of Tainan Golden Diamond pineapples and mango pineapples weekly. More than 60 tasting events were held at FairPrice, Singapore’s largest supermarket chain, where an entire container of pineapples could sell out within just one to one and a half days, proving their popularity. Meanwhile, participation in the Seoul Food & Hotel added nearly NTD 200 million in trade volume, further demonstrating the competitiveness of Tainan’s agricultural exports.