Taiwan: small businesses, night markets, American brands and the impact of globalization

Kendal Ann
May 1, 2020
4 min read

Updated: May 19, 2020

The Republic of China (ROC), or Taiwan, is an island in the West Pacific situated between Japan and the Philippines, and it is considered part of East Asia. The population is approximately 23 million, which makes the country more populous than three-quarters of the world [1]! With a population that large, no wonder Taiwan is a leading force in manufacturing and home to an established retail sector.

In January 2019, I traveled to Taiwan on my way back to Australia after visiting the United States. Spending four days as a stopover, I based myself in Taipei. I took one day trip out of the city to Jiufen, Yehliu Geopark, and Pingxi.

Kendal standing in front of one of the famous teahouses in Jiufen which inspired the movie Spirited Away. — Spirited Away at Jiufen Teahouses

While traveling, I try to not plan too much, but since this was my first major solo trip to an Asian country I booked accommodation at a hostel in Taipei (Funn Inn Taipei). Additionally, I researched the public transport system beforehand and I knew I would be able to buy a bus pass to get around from any convenience store. The only other thing I researched before arriving was the prevalence of the surf industry. As someone who has grown up at the beach, I like to purchase an item from a local surf shop, whether it’s a t-shirt, pin, or badge, wherever I go. Two places that were very high on my must-do list were Swell Co. Cafe and Hola Surf Boutique. Scroll through the images below by clicking on the small arrows on each side to check out both places!

Shopping local and supporting small businesses is very important to me, and I feel I always find my favorite souvenirs at these types of retailers.

The retail scene, to me, seems very developed in Taiwan. While walking around the night markets at Ximending, I found very well known brands such as Hurley and Nike. I, also, found the prevalence of American food chains, KFC, TGI Fridays, Subway, and of course McDonald's. These food chains have adopted 'Chinese menus' that feature dishes that are in demand in Asian cultures. These companies are able to succeed in expanding into foreign markets by conducting market research on consumer demographics and local economic factors as well as developing specialized marketing plans [2].

It's obvious that Taiwan has felt the effects of globalization. Businesses who aim to expand operations worldwide through international strategies to gain competitive advantage and lower operating costs utilize the process called globalization [3]. This topic is extensive and if you're interested, check out the link listed below for more information.

I have a very strong understanding of the business decisions that are required for expanding a brand globally. If it is possible and makes sense, I think it is a decision that can result in a significant financial gain. Personally, I still do not know how I feel about seeing American brands in foreign countries I never really thought I would go to. When I saw a picture of pro surfer John John Florence in a Hurley store in Taiwan, I was genuinely shocked and thought it was pretty cool. But on the other hand, when I saw the sign for TGI Friday's my reaction was..."Really? TGI Friday's is in Taiwan?".

I can't finish this post without talking about the local food and the night markets. Now that I am an adult, I love Asian food. At first, I was pretty nervous to walk to the night markets alone; however, it was very much worth it and I did not feel unsafe. Walking around local markets is one of my favorite activities in any country, but they are especially interesting in Asian countries. While in Taiwan, I went to a small food market near Yehliu Geopark and the night markets at Ximending. Additionally, I also spent time walking around Taipei checking out the laneways and small food stalls.

The most interesting (and the most difficult for selfish reasons) thing I realized while in Taipei is that coffee shops do not open till nearly 10 am! This was a serious struggle for me, but the coffee scene was very good and coffee was close to what you would find in Australia.

On my last day in the country, I tried my first Bubble Tea. The famous drink originated in Taiwan and is now found all over the world. It is predicted the 'bubble tea' industry will reach $4.3 billion by 2027 [4]. Now, that is an example of globalization that originated in Taiwan!

Tip: I highly recommend downloading Google Translate while you travel. It makes ordering food in a foreign language easier.

What are your feelings about seeing brands from your home country overseas? Do you have an opinion on globalization? Let me know in the comments!

I really enjoyed my time in Taiwan, and I would love to go back! There is so much more to see, and I could probably write a lot more blog posts about my time there. For a second trip, I would spend more time outside of Taipei and check out the Southern side of the island.

There are many blog posts out there that describe the shopping scene in Taipei and Taiwan better than I will ever be able to after one visit. These are a few of my favorites: