-- From Aug. 13 to 19, Kaohsiung City Government’s Agriculture Bureau will once again partner with Singapore’s NTUC FairPrice to hold 10 promotional events featuring Kaohsiung’s pink guavas at five FairPrice outlets. The campaign is aimed at increasing consumer awareness of Kaohsiung-grown fruit and strengthening the city’s presence in Singapore’s competitive fresh-produce market.
The latest campaign follows a series of promotional initiatives launched earlier this year. In July, the Agriculture Bureau teamed up with Singapore’s Sheng Siong Supermarkets to promote the Taiwan banana brand “TAIWAN BANANOVA” as part of a summer fresh-fruit campaign.
The event featured bananas and a selection of seasonal fruits and vegetables from Kaohsiung, while a “Taiwan night market” theme was introduced to give Singaporean consumers a taste of Taiwanese culture. A pinball-style game, shipped directly from Taiwan, was used in a promotional activity in which participants could win bananas, drawing enthusiastic responses from shoppers.
Kaohsiung has stepped up its agricultural marketing efforts in Singapore this year. During the first half of 2026, FairPrice outlets featured promotional campaigns for a variety of Kaohsiung-grown fruits, including guavas, pink guavas, wax apples, papayas and jujubes. The city’s distinctive water lotus vegetable, known as ye-lian, was also introduced to the retail chain for the first time.
For the second half of the year, pink guavas will serve as a major promotional product. Through in-store tastings and promotional campaigns, the Agriculture Bureau aims to strengthen consumer recognition of Kaohsiung’s fresh produce and maintain its momentum in the Singapore market.
In Malaysia, promotional tasting events featuring pink guavas have been held at AEON supermarkets and stores operated by Jaya Grocer group.
So far this year, more than 30 retail outlets across Singapore and Malaysia have hosted a total of 90 promotional tasting events. By combining retail distribution, in-store sampling and brand marketing, Kaohsiung has sought to raise the visibility of its agricultural products across the two markets.
The strategy appears to be paying off. Sales of Kaohsiung agricultural products in Singapore and Malaysia reached nearly 70 tonnes in the first half of 2026, representing an increase of almost 50 percent from the same period last year.
“Although competition in the agricultural markets of Singapore and Malaysia is intense, Kaohsiung produce continues to win over overseas consumers with its high quality,” said Yao Chih-Wang, Director-General of the Agriculture Bureau of Kaohsiung City Government.
Yao said the city government will keep working with local farmers and industry partners to ensure stable supplies, while cooperating with overseas retailers to design promotional campaigns based on local consumer demand.
The Agriculture Bureau also plans to build on the popularity of established best-selling products to introduce a wider range of distinctive agricultural products from Kaohsiung to international consumers, with the goal of establishing “The Best of Kaohsiung” as a leading brand for high-quality Taiwanese agricultural products overseas.
Contact Info:
Name: Lin, Hsiang-Hsun
Email: Send Email
Organization: Agriculture Bureau of Kaohsiung City Government(Taiwan)
Website: https://agri-en.kcg.gov.tw/
Release ID: 89200465
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