The Ministry of Culture-led "Fresh Taiwan" project was launched in 2012 to become the kind of backup designers dream of, helping Taiwanese brands take off globally and shine in international exhibitions and trade shows, and taking orders to new heights.
Every year, the project chooses around 20 outstanding cultural and creative brands to promote in the European, American, and Southeast Asian markets, including — to substantial success — the Ambiente international consumer goods show in Frankfurt; the New York home, lifestyle, and gift show NY NOW in August; and the Bangkok International Gift Fair and Bangkok International Houseware Fair in October.
The Fresh Taiwan trademark was approved by the Ministry of Economic Affairs in July 2018 and stands to become the international symbol of Taiwanese design and quality. The project is partnering for the first time with the National Palace Museum, with Fresh Taiwan creators working with the museum to develop co-branded products to be sold at the world-renowned institution. The NPM has also provided Fresh Taiwan participants with a small amount of funding in hopes of fostering potential joint creative endeavors and translating cultural heritage into commercial value.
With its new focus on museums as a potential sales channel, Fresh Taiwan is also visiting well-known museums around the world, with aims to negotiate with them to get top Taiwan-designed products in front of both the general public and visiting travelers from around the globe.