The Ministry of Culture's "Fresh Taiwan" initiative has selected 22 operators of premium creative brands to join its 2019 delegation for international lifestyle trade fairs such as NY NOW, Maison & Objet Paris, and Style Bangkok, which will respectively take place in August, November, and October this year. The annual initiative helps such Taiwanese operators make their foray into American, European, and Southeast Asian markets.
Deputy Minister of Culture Peng Chun-heng (彭俊亨) pointed out that since the "Fresh Taiwan" initiative was introduced in 2012, the Ministry has selected 320 operators to take part in 34 trade fairs staged in 92 cities and 31 nations worldwide.
In addition to helping Taiwan's brands tap into overseas markets, the Ministry has opened an online "Fresh Taiwan" store this year on Pinkoi, which is Asia's leading digital marketplace for buying and selling creative gifts, to promote Taiwanese products and designs in traditional Mandarin, simplified Chinese, English, Japanese, and Thai.
The "Fresh Taiwan" logo has also been relaunched with a new concept and design elements centered on the word "Highlight," in which fluorescent lines of the highlighter variety represent interdisciplinary collaboration and creativity.
The Ministry pointed out that the Taiwanese design brands chosen this year have demonstrated many breakthroughs, mostly in materials, designs, and sustainability, attesting to the strength of Taiwanese brand operators in their persistence for innovation.
Shooting for a fourth successful year at NY NOW, "Fresh Taiwan" will bring 10 trailblazing Taiwan design brands to New York City from Aug. 11 to 14.
The 10 brands purvey a wide variety of products, ranging from digital lomography cameras by PAPER SHOOT, to classic children's toys by eguchi toys, leather fashion accessories by Kamaro'an and Studio Smoll, chic hi-fi systems by CELIA&PERAH, organic home decor by Yenchenyawen design studio, stationery and accessories by 22STUDIO and ystudio, and elegant tabletop items by Kanari and Mordeco.
Year-on-year, Taiwan design brands continue to excel at NY NOW. This year, Studio Smoll has been nominated to take part in the "sustainability: design for a better world" exhibition that gathers together eco-conscious and socially responsible brands from around the world. Studio Smoll has also been shortlisted for the Eco Choice Awards, and the "Fresh Taiwan" pavilion has captured the Best Booth Design award.
The "Fresh Taiwan" pavilion at NY NOW will be exhibiting from Aug. 11 to 14 at the Jacob K. Javits Convention Center, Level 3 — Booth 3712. More information is available from the Taipei Cultural Center in New York and the Taipei-based Taiwan Design Center.