TAITRA foundation targets brand promotion

2014-08-07

A foundation tasked with promoting Taiwan and its brands abroad will be established before the end of the year by Taiwan External Trade Development Council (TAITRA).

“This initiative is aimed at persuading more consumers to purchase made-in-Taiwan products,” TAITRA Chairman Wang Chih-kang said Aug. 5. “Building on the success of the Taiwan Pavilion at the 2010 World Expo in Shanghai, we expect it give the nation’s businesses a leg up in tapping new international markets.”

The foundation will perform a variety of functions. These include arranging medical trips to Taiwan for overseas patients suffering rare and serious illnesses; assisting developing countries in cultivating talent to promote brands and the economy; and helping local companies fast-track product commercialization and expand into foreign markets.

Initially funded at NT$200 million (US$6.66 million), the foundation is responsible for cooperating with the government in implementing other policy measures to heighten Taiwan’s trade profile.

According to Wang, medical care is one area of particular interest for the foundation. “TAITRA has 60 offices worldwide and understands the medical needs of the host nations. We can team up with local facilities such as Chang Gung Memorial Hospital to provide timely assistance to those in need,” he said.

Peruvian Mercedes Clotilde Ordinola Giron is one example. She received treatment for a serious lymph circulatory condition in Taiwan with the help of TAITRA in 2012.

Wang said the foundation also aims to capitalize on the success of Taiwan talents in international innovation competitions. “Many of them have won gold and silver medals in these events and can play a key role in highlighting the country’s innovation prowess.”

While Wang does not expect the foundation to make major headway overnight, he does consider it an important step in keeping Taiwan brands on the growth track. “The foundation is certain to deliver noticeable results in the mid to long term,” he added.

Source: Taiwan Today (http://taiwantoday.tw/ct.asp?xItem=220379&CtNode=413)