Welcome, travelers, take a break here！ A tribal grocery store transformed into a travel information hub

▲The East Coast Administration has pioneered a new service by transforming a local grocery store into a travel information hub in Nanjhu Village of Changbin Township, Taitung County, a key stop along the East Coast scenic route. (Photo / Provided by the East Coast Administration, same below)

Reported by Wang Zhaolin / Taitung

The East Coast National Scenic Area Administration of the Tourism Bureau under the Ministry of Transportation and Communications (hereinafter referred to as the East Coast Administration) has launched the "Tribal Travel Information Station Transformation Demonstration Project." In Nanjhu Village of Changbin Township, Taitung County—a key stop along the East Coast scenic route—it has pioneered a new service by transforming a local grocery store into a travel information hub.

Lin Xinren, Director of the East Coast Administration: “Since 2016, in order to build an international brand, we have not only continuously improved the quality of both hardware and software for tribal tourism, but also successively partnered with tribes to train accommodation environments and bilingual (Chinese-English) tour guide interpreters. Now, through the transformation plan of local grocery stores along Provincial Highway 11, we aim to provide travelers with more in-depth, traveler-friendly information and supply stations, making tribal tourism smoother and more accessible.”

To enhance the brand visibility of tribal grocery stores, the East Coast Administration specially collaborated with renowned artist Akibo Lee Mingdao to design the overall visual identity. Drawing inspiration from the warmth and hospitality of tribal communities, they conceived the image of the “Paghanhan Tribal Grocery Station,” inviting everyone to come, sit, and take a break in the tribe. Chat and laugh with local friends in the streets and alleys, and experience the beauty of everyday life.

The first “Paghanhan Tribal Grocery Store” is located at kilometer 92 on Provincial Highway 11 in Nanjhu Village. “Paghanhan” means “to rest” or “to take a break” in the Amis language, emphasizing the spirit of the grocery store as a welcoming place to rest. At the “Paghanhan Tribal Grocery Store,” travelers can not only find drinks, food, and daily necessities, but also explore locally distinctive tribal products on display. These include handmade crafts by tribal women, rice, vegetables, and pickled goods from local small-scale farmers. Through interactive features, visitors can easily scan QR codes to access nearby dining and accommodation information, as well as tribal tour itineraries and booking contacts.

Beyond offering a warm atmosphere and everyday conveniences, the grocery store introduces creative services that make travel along the East Coast more relaxing and enjoyable. Visit the “Paghanhan Tribal Grocery Store” to experience the warmth of human interaction and the authentic daily life of the tribe, allowing travelers to the East Coast to discover a unique aesthetic of life.