2026-08-21
August 10, 2026 -Taiwan's Ministry of Economic Affairs (MOEA) has launched the "Taste of Allies" campaign, partnering with diplomatic envoys and major domestic retail and restaurant chains to introduce premium agricultural products from Paraguay, Guatemala, and Belize directly to Taiwanese consumers.
A press conference was held by Taiwan's Economic Affairs Deputy Minister Cynthia Kiang, along with Paraguay's Ambassador Dario Filartiga Ruiz Diaz, Belize's Ambassador Katherine Meighan, and Guatemala's Commercial Counselor Carlos Matus. This campaign marks a shift from traditional trade fairs to direct-to-consumer marketing, bringing flagship items-including Paraguayan beef, Guatemalan white shrimp and coffee, and Belizean lobster-into steak houses, seafood restaurants, coffee shops, and hypermarkets throughout Taiwan.
"Taiwan shares strong and long-standing economic ties with Paraguay, Guatemala, and Belize through established bilateral trade agreements," Deputy Minister Kiang stated at the press conference. She further remarked, "With growing demand for agricultural products from our allies, this partnership helps our allies expand their retail footprint in Taiwan while offering local consumers a wider selection of high-quality imports."
Diplomatic representatives praised the initiative, highlighting the complementary strengths of their agricultural sectors with Taiwan's vibrant consumer market. The envoys emphasized that the campaign not only boosts brand visibility and business opportunities for their home exporters but also deepens bilateral ties through everyday commerce.
Key industry partners joining the push include Noble Family Steak House Group, YENS Enterprise, and JAK International Trade. Participating businesses will roll out themed menus, in-store promotions, and e-commerce campaigns, thereby allowing consumers to easily buy and sample these goods daily.
By linking overseas suppliers with local distribution networks, the MOEA aims to build a sustainable, win-win ecosystem for consumers, domestic businesses, and diplomatic allies alike.
For more information and campaign details, visit: https://events.taiwantrade.com/taste2026.
Source： International Trade Administration,MOEA
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