The Market Monitor Minding the Nation's Business
By Filane Mikee Cervantes / Philippines News Agency
In an effort to promote products made in Taiwan and give Southeast Asians, and Filipinos in particular, a fresh impression of the island-nation, the “Wow! Taiwan Selects Pop-up Store” exhibition began its tour of the region by opening at the Glorietta mall in Makati City last week.
Authorized by the Bureau of Foreign Trade of Taiwan’s Ministry of Economic Affairs (Moea), the Commerce Development Research Institute (CDRI) organized the exhibition, which ended on Sunday, to showcase Taiwanese products that primarily appear to younger consumers.
Nick Ni, director of the economic division of the Taipei Economic and Cultural Office in the Philippines, said the pop-up store—a concept involving a sale space being opened at a specific place for a limited period—is an innovative way to support Taiwanese manufacturers and boost exports.
He added that the pop-up store features products ranging from beauty and lifestyle items to food and beverages, which will certainly pique the interest of Filipino millennials.
“We are very optimistic that our products can penetrate this market, because it fits the interests of the young people here,” Ni told reporters during the exhibition’s media launch on May 23.
In fact, a study had been conducted to determine Filipinos’ shopping preferences and characteristics.
“We’ve studied the Philippine market for years, and have seen that the youth made up most of the population,” said Josh Kang, director of Wow! Taiwan Select’s department of global marketing and consulting division of marketing research.
“We were convinced about the strong market potential of the country, and that’s why we decided on a store theme that grabs the attention of young Filipinos,” he added.
Under the theme “Let’s Home Party!”, the pop-up store featured delicacies, cosmetics, fashion, technology, and modern household items.
The store was designed to exude a party-like vibe, while the use of bright and energetic colors, such as blue, yellow and orange, created an atmosphere that Filipino families would enjoy.
For the Philippines, 15 popular Taiwanese brands were introduced, with freebies and demonstations presented so that guests would get a glimpse of the island-nation’s best.
Featured beauty and skincare products included Dr. Morita, a facial-mask brand that has sold 30 million pieces worldwide; Naruko, which specializes in natural skincare products; TS6, a probiotic brand for women’s health; Hydron, the top contact-lens brand in Taiwan; Dr. Formula, a body and beauty care line; and City Color, known for its affordable cosmetic products.
As for lifestyle, the pop-up store introduced Filipinos to Sakura, one of the best brands in integrated kitchenware; KTV-Brio, a smart mobile product manufacturer; O’Ringo, a well-known handmade leather shoe brand; and Kimo Footwear, which adapts German design to Asians’ need for comfortable shoes.
Guests indulged in delectable food and beverages from Taiwan, including Seven Seven, a chocolate brand that has sold 6.7 billion treats worldwide; Taiwan Beer, which presents classic and fruit flavors; Sweet Mountain, which offers updated versions of traditional cookies and jelly treats; Royal Family, famous for its Japanese-style rice cake; and Yon-ho, a popular soy-milk brand.
After the Philippines, the Wow! Taiwan Selects Pop-up Store goes to Jakarta, Indonesia and Hanoi, Vietnam.