The Dihua Street Vitality Market creates a new vibe for Dadaocheng

Dadaocheng has developed over more than a century,The Taipei City Department of Commerce has scheduled the “Dihua Vitality Market” to be held from August 8 to August 10, 2014 (103 in Taiwan calendar), along Section 1 of Dihua Street (between Minsheng West Road and Guisui Street),With over 50 traditional industries and emerging cultural and creative shops setting up stalls along Dihua Street, the event also serves as a warm-up for the 20th Taipei New Year Shopping Street, allowing the public to rediscover the charm of this century-old street.

The Dihua commercial district has long been a famous tourist attraction in Taiwan. The annual Taipei New Year Shopping Street and Dadaocheng Fireworks Festival attract huge crowds. With the evolution of the times, distinctive cultural and creative shops can now be seen all over Dihua Street. This “Dihua Vitality Market” invites local shops to jointly present the current diverse face of Dihua Street. Beyond the traditional New Year goods, it injects new cultural and creative elements, also symbolizing that the future New Year Shopping Street will gradually transform to embrace both old and new.Wu Ronghe, chairman of the Taipei Dihua Commercial District Development Promotion Association, stated that due to changes in consumer behavior, tea, Chinese medicine, and dried goods—once world-renowned—are gradually remaining only in the memories of the older generation. He hopes that through the “Dihua Vitality Market,” young people will gain a better understanding of Chinese medicine and dried goods, enabling traditional products to better integrate into the lives of the younger generation.

This “Dihua Vitality Market” invites local shops to join in the celebration. It utilizes the CI branding tailored for the Dadaocheng commercial district by the Taipei City Department of Commerce and maritime wooden crates crafted using wheat sheaf artistry passed down since the 19th century. Retro-style raw fabric is used to print shop signs, specially integrating the architectural style of Dihua Street to create a unique atmosphere distinct from the usual Dadaocheng ambiance.In addition to the historical and cultural characteristics of Dihua Street, it also incorporates local industry types, designing a series of 600 special packaging combinations for Chinese medicine and dried goods—“My Vitality Day”—including lively health-boosting tea and soothing sleep tea. The playful packaging names aim to attract the younger generation to discover the Dihua Street of today.; The “Dadao Sweet – Sweet Memories of the Five Senses” micro-exhibition at URS127 even invited student art groups from various universities and colleges to design themes for Dihua Street, such as... (text cut off). The event also offers shuttle bus services (every 30 minutes), along with discounts on some shop items—for example, the snow frog milk originally priced at 150 NTD per cup is available at a special price of 80 NTD per cup. Additionally, participants in consumption activities receive commemorative items such as junk boat specialty tea bags or junk boat bookmark postcards. Everyone is welcome to come and experience the Dihua old street in a way you've never seen before.