It is often said that food is the new rock ‘n’ roll of the 2010s, dominating the global mass media and changing the way people eat and spend their free time as never before. For the ROC government, capitalizing on this mantra by pairing Taiwan’s mouthwatering delicacies and internationally renowned trade shows is proving to be a recipe for soft power success worthy of the finest celebrity chef.
Taste of Taiwan Cuisine, a month-long initiative cooked up by the Taiwan External Trade Development Council (TAITRA), is a prime example of this approach. The event highlights the island’s diverse food culture while showcasing some of the most impressive cooking techniques and flavors from around the world.
Of course, it is hardly any secret that Taiwan’s richly varied food culture has attracted millions of tourists from around the globe. The desire to sample the island’s sumptuous dishes is now a talking point during meals in many countries, with Taiwan regularly featuring in print media culture articles and syndicated travel shows.
TAITRA has been aware of this fact for some time. It staged the first Taste of Taiwan Cuisine in 2006 and has not looked back. Every year, the council hosts around 30 Taipei-based trade shows that attract tens of thousands of international buyers and create a wealth of business opportunities.
This is why the promotion takes place at the peak of show season in June when more than 40,000 foreign visitors are in country. Computex Taipei, Display Taiwan, Food Taipei, Foodtech and Pharmtech Taipei, Medicare Taiwan, Taipei Pack and SenCare are top-notch trade events made even better by offering overseas participants the opportunity to experience Taiwan’s unforgettable food.
As more business travelers journey to Taiwan for these and other trade shows, they are sure to enrich their visits by sampling the various flavors of the island’s diverse cuisine map. Each restaurant, night market and street food stall has a role to play in this process, delivering new experiences that will last long in the memories of diners to be retold countless times to family and friends upon returning home.
While Taste of Taiwan Cuisine is certain to lift the bottom lines of local operators, as well as boost the cultural and creative and tourism industries, even greater benefits stand on offer. The initiative presents Taiwan with a delectable opportunity to thrust its diverse culture into the global spotlight and build on efforts to transform the way it is seen abroad. And for the government, this is an essential ingredient in its recipe for Taiwan’s future prosperity.