Filipino consumers may not be aware of it, but many of the products they patronize for their homes and places of work are manufactured in Taiwan.
Thus, in 2014, the Taiwan External Trade Development Council (Taitra) started a campaign dubbed “Taiwan Excellence,” with the aim to increase awareness among Filipinos regarding the country’s imports to the Philippines. They held a very successful exhibit of Taiwan’s varied consumer products in the Philippines at the Block Atrium in SM North Edsa from June 27 to 29, 2014.
To sustain the momentum, Taitra launched the second installment of what may now be an annual event for the council with the “Excellent Lifestyle” showcase of world-class Taiwanese products on July 2.
In his welcoming remarks at the Manila Peninsula, Taitra Deputy Executive Director Yu Wei Hsiao reported that 77 Taiwan brands, including Acer, Asus, Adata, BenQ, Kymco, Striker, Tatung, Transcend and 201 products have joined the Taiwan Excellence road show in the Philippines this year.
Taipei Economic and Cultural Office (TECO) Ambassador Gary Song-Huann Lin for his part remarked, “Trade between the Philippines and Taiwan has grown significantly over the recent years. In 2014, the Philippines became the third largest export partner of Taiwan among Asean countries with $9.53 billion, and the 11th largest trade partner of Taiwan in the world with bilateral trade amounting to $11.6 billion.”
“Of the 6,000 Taiwanese companies in the Philippines, many expanded their business in the fields of electrical components, electronics, machinery and information and communications technology (ICT) products,” Ambassador Song-Huann Lin added.
ICT is one of Taiwan’s more dominant industries. Over the last 50 years, Taiwan has steadily climbed up the value chain from original equipment manufacturer (OEM) or original design manufacturer (ODM) to offering popular original brand manufacturers (OBMs) to the global market. Today, it is considered a leader in the ICT field, with “Made in Taiwan” electronics available around the world, improving consumers’ lifestyles and offering convenient access to information.
In its second year, the Taiwan Excellence campaign is organized by Taiwan’s Bureau of Foreign Trade, Ministry of Economic Affairs and implemented by the Taiwan External Trade Development Council. The campaign has further sought the help of popular Filipino celebrity Maja Salvador, who was present during the launching, to help promote the road show.
Salvador was also present at the first Taiwan Excellence Experiencing Zone at SM Mall of Asia from July 3 to 5 and is expected to grace the Taiwan Excellence Zone in September; the Taiwan Pavilion at the Manila FAME in October, the “Made to Enjoy Singing Contest” culmination in December 2015; and Taiwan Excellence Collections throughout the year at Octagon, SM Megamall.