Many entrepreneurs who have succeeded overseas may assume they can simply apply the same strategies in Taiwan. However, marketing in Taiwan is highly nuanced and uniquely distinctive. A “copy-and-paste” campaign may fail to resonate with local consumers—or worse, cause the brand to be overlooked instantly.
Taiwan is a market that blends Asian and Western influences. It is technologically advanced and modern, yet still places strong importance on culture, relationships, and trust.
Apexia, a marketing consultancy specializing in helping international brands enter Taiwan, has observed that companies adapting their strategies to local culture consistently outperform those that don’t.
This article takes a deep dive into the differences between marketing in Taiwan and abroad, highlighting key precautions, successful brand examples, and interesting comparative case studies
Taiwanese Consumers Have Unique Behavior
Taiwanese consumers typically do not make purchase decisions based on price alone; instead, they focus on value and quality.
- Quality Comes First – Even if the price is higher, they are willing to pay if the product is well-reviewed and proven to be good.
- Preference for Real User Reviews – Before purchasing, many Taiwanese people search for reviews on PTT, Dcard, or YouTube.
- Brand Credibility Matters – The first purchase experience strongly influences repeat purchases.
Examples in Taiwan:
- Uni-President (統一企業) – A leading FMCG company that has succeeded by prioritizing quality and trustworthy branding, from beverages and tea to instant noodles.
- ASUS and Acer – Taiwanese brands that maintain a “quality-for-value” image, enabling them to compete globally.
Comparison with Abroad:
In the U.S., some consumer segments focus primarily on the lowest price or special deals without emphasizing long-term brand relationships. Flash sales or steep discounts may work better there, whereas in Taiwan, consumers expect “value beyond just discounts.”
Communication and Language Matter More Than You Think
- Traditional Chinese (繁體中文) is essential.
- Advertising copy should be polite, warm, and friendly. For example, using “我們一起…” (“Let’s do this together…”) instead of direct commands.
- Avoid slang from Mainland China that Taiwanese people may find unfamiliar or unfriendly.
Examples in Taiwan:
- FamilyMart Taiwan – Uses friendly, warm language in campaigns such as “全家就是你家” (“FamilyMart is your home”) to foster emotional connection.
- 7-Eleven Taiwan – Adapts communication to local areas, sometimes using Taiwanese (台語) in ads to strengthen ties with locals.
Comparison with Abroad:
European and American brands often use a direct, action-driven tone, with CTAs like “Buy Now” or “Limited Time Only.” If used in Taiwan without adjustments, this can be perceived as overly harsh.
Distinct Marketing Channels
Taiwan – Facebook, Instagram, LINE, PTT, Dcard
- Facebook & Instagram – Main platforms for advertising and content creation.
- LINE – A key CRM tool for sending coupons, promotions, and updates.
- PTT & Dcard – Similar to Pantip in Thailand; reviews here can make or break a brand’s reputation.
Abroad – TikTok, X (Twitter), LinkedIn
- In the U.S., TikTok and Twitter are main platforms for viral campaigns.
- LinkedIn plays a bigger role in B2B marketing, whereas in Taiwan it’s less prominent.
Examples in Taiwan:
- 85°C Bakery Cafe – Uses Facebook and LINE Official Account to encourage repeat purchases and promote seasonal products.
- Cosmed (康是美) – Leverages Dcard for “real user review” content to build trust.
Comparison with Abroad:
In the U.S., brands like Wendy’s use witty, humorous replies on Twitter/X to drive engagement. In Taiwan, this tone may be considered inappropriate or impolite.
Sensitivity to Promotions and Local Festivals
Taiwanese people value festivals highly, and aligning marketing with these events can be very effective.
- Chinese New Year – Brands use red themes and auspicious phrases.
- Mid-Autumn Festival – Promoting gift items such as mooncakes.
- Double 11 (11.11) and Double 12 (12.12) – Major online shopping events.
Examples in Taiwan:
- Starbucks Taiwan – Releases special cup designs during Chinese New Year and other festivals, sparking collectible trends.
- Eslite Bookstore (誠品) – Organizes special promotions and events during long holidays to draw customers into stores, even in the online era.
Comparison with Abroad:
In the U.S. and Europe, key marketing holidays include Black Friday, Christmas, and Thanksgiving—events that do not resonate culturally in Taiwan.
Precautions When Applying Foreign Strategies in Taiwan
- Different Purchasing Culture – In Taiwan, building trust and relationships is more important than a one-time discount hoping for repeat business.
- Different Legal and Advertising Regulations – Health-related advertising claims require proof, such as for supplements or cosmetics.
- Local Beliefs and Values Come First – Certain colors and numbers have meaning. For instance, 8 is lucky, while 4 is avoided due to its association with the word “death.”
How to Adapt Strategies for the Taiwanese Market
- Conduct local research to understand consumer insights and buying culture.
- Partner with local KOLs or influencers, such as YouTubers and bloggers.
- Tailor content for primary channels, e.g., focus on Facebook/LINE over LinkedIn for B2C.
- Create campaigns tied to local festivals to foster a sense of participation.
Marketing in Taiwan Is About More Than Selling Products
Marketing in Taiwan is not just about selling—it’s about understanding culture, behavior, and consumer expectations.
Successful brands like ASUS, Uni-President, and FamilyMart Taiwan win not because they have the biggest discounts, but because they understand the heart of Taiwanese consumers.
If you’re a business owner aiming to enter Taiwan’s market, having a marketing consultant who understands the local landscape can significantly reduce risks and greatly increase your chances of success.