(News Feature) Wow Taiwan Selects makes its first stop in Manila

• Source:http://www.pna.gov.ph/index.php?nid=3&rid=888262
• Tuesday, May 24, 2016

By Filane Mikee Cervantes [(PNA), RMA/FMC]

MANILA, May 24 (PNA) -- The "Wow! Taiwan Selects Pop-up Store" has officially kicked off in the Philippines in a bid to promote Made-in-Taiwan (MIT) products while giving Filipinos a fresh impression of Taiwan.

Authorized by the Bureau of Foreign Trade of the Ministry of Economic Affairs (MOEA), the Commerce Development Research Institute (CDRI) launched the week-long exhibition from May 23 until May 29 at the Glorietta Mall in Makati City to showcase MIT products that appealed primarily to younger consumers.

Nick Ni, Director of the Economic Division of Taipei Economic and Cultural Office in the Philippines, said the pop-up store--a trend of opening up a sale space within a limited period of time--is an innovative way to support Taiwanese manufacturers and boost exports.

Ni said that the pop-up store features products ranging from beauty, lifestyle to food and beverage, which will certainly pique the interests of the young generation in the Philippines, particularly those in their early 20's.

"We are very optimistic that our products can penetrate through this market because it fits the interests of the young people here," Ni told reporters during the media launch on Tuesday.

In fact, a study has been conducted to determine the shopping preferences and local characteristics of Filipinos.

"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 the Department of Global Marketing & Consulting Division of Marketing Research, Wow! Taiwan Selects.

"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 goods catering to a younger market.

The store was designed to exude a party-like vibe, while the use of bright, energetic colors such as blue, yellow, and orange created an atmosphere modern Filipino families would enjoy.

For the Philippines, 15 popular Taiwanese brands were introduced, with freebies and demos so participants would get a glimpse of Taiwan's best.

Featured beauty and skincare brands included Dr. Morita, well-known facial mask brand that has sold 30 million pieces worldwide; Naruko, which specializes on natural skincare products; TS6, a globally famous probiotic brand for women's health; Hydron, the top Taiwanese contact lens brand; Dr. Formula, a body and beauty care line; and City Color, a brand known for its affordable fashion cosmetic products.

As for lifestyle, the pop-up store introduced Filipino consumers to Sakura, one of the best brands in integrated kitchenware; KTV-Brio, the smart mobile product manufacturer; O'Ringo, a well-known handmade leather shoe brand; and Kimo Footwear, which adopts German design to Asian needs for comfortable shoes.

Lastly, guests can indulge in delectable treats and beverages fresh from Taiwan, including Seven Seven, a chocolate brand that has sold 6.7 billion chocolate treats worldwide; Taiwan beer, an authentic Taiwanese beer in 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 spy milk brand that is internationally popular.

The Philippines is only the store's first stop in the Southeast Asian region this 2016.

The "Wow! Taiwan Selects Pop-up Store" will be making its next stops in Jakarta, Indonesia and in Hanoi, Vietnam.