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Campaign seeks to raise awareness on Taiwanese brands

“Taiwan plays an important role in the global ICT supply chain,” claims Dr. Gary Song-Huann Lin, Representative of Taipei Economic and Cultural Office (TECO) in the Philippines during the launch of the 2016 Taiwan Excellence campaign, giving emphasis to the contributions of Taiwanese manufacturers in the global ICT industry.

Dr. Lin notes that Taiwanese companies account for 89% of the world’s production of notebooks and three quarters of the world’s desktop PCs. Taiwan also produces a quarter of the world’s semiconductors, and a fifth of the world’s smartphones, according to Dr. Lin. “Take a look at your ICT gadgets, one of them was more than likely made in Taiwan.”


Despite these notable achievements, Dr. Lin observed that although many consumers in Manila are using Taiwan-made products, a lot of them do not know that these products are made in Taiwan.

“Actually, Taiwan Excellence products are a part of many people’s lives in Manila for both work and play. Taiwanese products can always bring joy for their users. However, a lot of consumers do not know the ICT products they use everyday come mostly from Taiwan,” said Dr. Lin.

Raising brand awareness

The launching of the Taiwan Excellence campaign is a fitting way to raise brand awareness and preference for Taiwanese products in the Philippines. Now on its third year, the campaign plays an important role in showcasing Taiwanese expertise and latest innovative products that can help meet the needs of Filipino consumers.

Scott Yang, Deputy Executive Director at TAITRA, revealed that this year, the Taiwan Excellence promotional campaign will introduce the latest Taiwanese product lineup consisting of 54 brands, and over 100 products that have gained global recognition, ranging from ICT, home and living products, to leisure and sporting goods.

“The products here are among the best that Taiwan has to offer. I believe these cutting edge solutions will please Philippine consumers and bring them much joy and convenience in their daily lives,” said Yang.

“Through the Taiwan Excellence campaign, we hope to bring high quality products that will help Filipinos upgrade their lifestyles,” Yang added.

Yang also encourages the Philippine business community to take advantage of Taiwanese expertise and explore what Taiwan has.

Sergio Ortiz-Luis Jr., Honorary Chairman and Treasurer at Philippine Chamber of Commerce and Industry, likewise said that the Taiwan Excellence campaign provides a platform for Filipino businessmen to learn Taiwanese best practices and standards.

Sustain bilateral ties

Organized by Taiwan’s Bureau of Foreign Trade and implemented by the Taiwan External Development Council (TAITRA), the campaign also aims to sustain and strengthen the bilateral ties between Taiwan and the Philippines.

Trade relation between the two countries is continuously gaining strength. From being the third largest export partner of Taiwan in 2014, the Philippines became its second top trading partner among ASEAN countries in 2015 with volume of trade amounting to US$7.45-billion. This year, exports from Taiwan to the Philippines reached US$2.3-billion from January to April. Globally, the Philippines is the 11th largest export partner of Taiwan.

Amadeo Perez, Chairman and CEO at Manila Economic and Cultural Office (MECO), relayed that aside from being a trading partner, Taiwan is also a provider of employment to over 140,000 Filipino overseas workers, many of whom are employed in the manufacture of ICT products.

This year’s Taiwan Excellence campaign has movie actress Jasmine Curtiz as its endorser where she will be seen in its various activities scheduled on June 3 to 5 in SM Megamall, July 8 to 10 in SM Mall of Asia, August 19 to 21 in TriNoma, and October 21 to 23 in Market! Market!.

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