To promote the businesses in the Hakka communities of Hualien and Taitung along the Taiwan Route 9, the Hakka Affairs Council held the "Taiwan Happy Route 9 Hakka Brand and Co-Branded Gift Box Launch Event" today (29th) at the Grand Cosmos Resort in Ruisui, Hualien. Deputy Minister Chou Chiang-Chieh expressed anticipation that the 4 gift boxes, jointly developed with 10 businesses from the Hakka communities, along with the "Taiwan Happy Route 9 - Hakka Selection" counter established in collaboration with the Grand Cosmos Resort, would attract more international tourists to visit these communities. This initiative will enable visitors to experience the local Hakka charms and learn about the enduring spirit of the Hakka people who migrated to Hualien and Taitung, while revitalizing the local economies.
Deputy Minister Chou highlighted the significance of the Taiwan Happy Route 9, stretching from Jian Township in northern Hualien to Chishang, Guanshan, and Luye in Taitung County, as a crucial area where Hakka people reside. While the East Longitudinal Valley is known for its indigenous cultures, it also home to Hakka culture. Utilizing the bountiful local resources, the industrious Hakka people have produced an abundance of premium agricultural products. The newly launched gift boxes feature certified organic producers and members of the Top 100 Young Farmers selected by the Council of Agriculture, aiming to bring joy to families. Going forward, Chou hopes to continue collaborating with local businesses to share the wonders of Hualien and Taitung with more people.
This collaborative effort has resulted in 4 co-branded gift boxes, namely - "Blissful Treats," "Zesty Ginger & Vinegar Collection," "Bittersweet Delights," and "Organic Red Oolong Kombucha" - incorporating 10 Hakka brands from Hualien and Taitung. From quality control and product curation to packaging design and distribution channels, the Taiwan Happy Route 9 Project Office facilitated numerous coordination meetings to establish brand consensus. The 10 organic, toxin-free, or environmentally sustainable brands include Hualien Fish Bar, Shoufeng Kakorot, Ruisui Fruitman, Fuli Manna, Chishang Happy Bee Farm, Chishang Orice, Luye Lian Ji Tea Shop, Taitung Qingliang Farm, Taitung Power of Brewing, and Taitung ChingTse. Remarkably, seven have obtained organic certification, while the owners of five were selected as the Council of Agriculture's Top 100 Young Farmers. Through the Hakka Affairs Council's coordination, this private alliance of the Taiwan Happy Route 9 Hakka Regional Brand was spontaneously formed to boost the visibility of agricultural products from young farmers in these communities.
The co-branded gift boxes and standalone products unveiled at the launch event will be promoted across various aspects of life, including food, lodging, tourism, shopping, and transportation, offering a deeper experience of the Hakka communities along the Taiwan Happy Route 9. These co-branded gift boxes are available for purchase at designated locations, including the Taiwan Happy Route 9 - Hakka Selection counter located at the Grand Cosmos Resort, Rice Country School run by the Guanshan Township Farmers' Association, TTwilight Bazaar in Taitung City, and Beyond Plaza in Yonghe District, New Taipei City. All are welcome to visit and make purchases.
