Hidden Japanese Souvenirs: Locally Limited-Edition Delicacies Promoted in Taiwan

Reported and photographed by You T-Ru / Taipei

In 2014, Taiwan saw a surge in travel to Japan. According to the latest statistics from Japan’s Ministry of Land, Infrastructure, Transport and Tourism, the average total spending by Taiwanese travelers in Japan during the first three quarters of last year was around NT$33,000, with shopping accounting for as much as 35%. The Sapporo 'Hokkaido Content Strategy Organization also held its first-ever “Taste Journey – Promotion of Locally Limited-Edition Japanese Specialties” in Taiwan, introducing local brand products to the Taiwanese public, with a focus on promoting 11 local brands from Hokkaido, Tohoku, Kyushu, and Okinawa.


▲Many of the brands and products featured at the “Taste Journey – Promotion of Locally Limited-Edition Japanese Specialties” were unfamiliar to Taiwanese consumers.

Inaba Toshihiko, chairman of the Sapporo 'Hokkaido Content Strategy Organization, explained that many local businesses across Japan are committed to craftsmanship, focusing on the research and development of agricultural specialties or products. Many high-quality items are hidden gems known only to locals, but due to limited marketing budgets for nationwide or overseas promotion, they remain relatively unknown to international tourists.

Inaba stated that all the products introduced at this promotion are certified local brand products by Japan’s Patent Office. There are currently 551 high-quality local brands spread across 48 prefectures including Hokkaido, Aomori, Fukushima, Tokyo, Kyoto, Osaka, Nara, Kumamoto, and Kagoshima. Tens of thousands of agricultural specialty products share these brand certifications, and they are not sold through national mass retail channels—visitors are encouraged to purchase them while sightseeing locally.

The 11 local brands promoted in Taiwan this time are all agricultural specialties from Hokkaido, Tohoku, Kyushu, and Okinawa. These include Hokkaido Hobomai Kelp Oil, Okinawa Ishigaki’s Shi, soba noodles, awamori liquor and brown sugar, as well as Kyushu Makurazaki dried bonito flakes, Aso pickles, and Tohoku Aizu miso. Taiwanese travelers are highly recommended to purchase these at local supermarkets or souvenir shops.