Channel Influence

Leveraging the strategic advantages of its transportation hub locations, Hsin Tung Yang transforms airports into platforms for arts and cultural exchange while developing freeway service areas into gateways that connect travelers with local culture. Through the strength of its distribution channels, Hsin Tung Yang brings together travelers, young farmers, and schoolchildren in rural communities, putting its sustainability commitments to culture, education, and local engagement into meaningful action.

Airport Shopping Malls

Taoyuan International Airport

Turn Left, Turn Right | Creating the "Traveler's Plaza" Art Space

In collaboration with Jimmy Liao's creative team, Hsin Tung Yang created "Traveler's Plaza," an art installation themed on Turn Left, Turn Right in Terminal 1 of Taoyuan International Airport. The installation aims to offer travelers a welcoming experience infused with the essence of Taiwan, creating a soothing atmosphere while transforming the airport's rest area into a cultural gateway.

Christmas Afternoon Music Celebration

Hsin Tung Yang invited Golden Melody Awards–nominated duo Dandan Maomao to deliver a special live performance, complemented by light refreshments for travelers. The event showcased the airport's role as a vibrant space for cultural engagement while enriching the overall travel experience.

CHIAYUM

Partnered with CHIAYUM, the agricultural branding initiative of the Chiayi County Government, to establish a dedicated retail section, bringing premium agricultural specialties from Chiayi directly to travelers.

Taipei Songshan Airport

Taipei Philharmonic | Christmas Concert

Invited the Taipei Philharmonic Youth Orchestra to perform, providing a platform for young musicians to showcase their talent.

Autumn Moon | Mid-Autumn Festival Music Celebration

Invited visually impaired performers from the The Heartlight Foundation to perform, promoting the values of diversity, inclusion, and social equity.

National Freeway Service Area

United Support Across Four Freeway Service Areas: Guanxi, Xihu, Nantou, and Xiluo

Doing Good with Pomelos

For 10 consecutive years, the Company has organized a Mid-Autumn Festival charity sale, purchasing more than 1,800 kilograms of leopard cat–friendly pomelos each year. All proceeds from the charity sale are donated to the Guans Elementary School Baseball Team and local social welfare organizations, supporting both biodiversity conservation and care for disadvantaged communities. Video Shorts

Yunlin Goods

Long supported the marketing and distribution of Yunlin Goods by establishing dedicated retail sections and organizing seasonal promotional fairs during major holidays. These initiatives transform premium agricultural products into popular gift items while helping local smallholder farmers expand their market channels.

Farmers' Direct Sales Market / Young Farmers' Market

High-visibility sales platforms within its freeway service areas, encouraging direct interaction between farmers and travelers and enabling road users to support local farmers through their purchases. Video Shorts

Street Performers

Long provided free performance venues for street performers, including disadvantaged and performers with disabilities, helping them secure stable income opportunities and livelihoods.

Freeway Mazu Pilgrimage

For four consecutive years, Hsin Tung Yang has partnered with Xiluo Guangfu Temple and the Freeway Bureau to organize the "Mazu Blessings for Safe Journeys on the Freeway" pilgrimage event, integrating Taiwan's unique freeway religious culture with the promotion of road safety. Video Shorts

Guanxi Service Area

Pickled Mustard Greens Festival and Dried Persimmon Festival

Regularly hosts local cultural festivals that celebrate Hsinchu's distinctive agricultural heritage and Hakka traditions. The Dried Persimmon Festival showcases seasonal dried persimmons produced under the influence of Hsinchu's renowned Jiujiang Wind and traditional Hakka craftsmanship. In addition, the Pickled Mustard Greens Festival, now in its 13th consecutive year, recreates the traditional mustard greens drying process and offers complimentary pickled mustard greens soup, providing travelers with an immersive experience of Hakka culinary culture through the nation's freeway network.

Taoyuan Agriculture

In partnership with the Department of Agriculture, Taoyuan City Government, we established a dedicated exhibition and retail area featuring 15 locally produced agricultural specialty products. By leveraging its extensive retail network, the Company supports young farmers in expanding opportunities in both the domestic tourism and international markets.

Earth Day | Sharing Homegrown Tree Seedlings

In celebration of Earth Day, the Company provides self-cultivated tree seedlings, including Buddhist pine (Podocarpus macrophyllus) and Japanese fern tree (Nageia nagi), free of charge to the public. Since 2016, approximately 2,200 seedlings have been distributed.

Integrating Local Hakka Cultural Experiences

Creates an immersive Hakka cultural experience through Hakka music, language learning, authentic Hakka cuisine, and locally inspired lunch boxes, promoting appreciation of the region's rich cultural heritage.

Xihu Service Area

The Flavors of Miaoli

In partnership with the Miaoli County Government, Hsin Tung Yang established a dedicated retail section at the Xihu Freeway Service Area, introducing an initial selection of 14 carefully curated local agricultural products and processed food items. The initiative helps promote high-quality local produce to consumers across Taiwan.

Pomelos at Xihu

The Xihu Freeway Service Area serves as a core sales platform for local pomelos, providing a convenient marketing channel that connects premium Xihu pomelos directly with road users while generating tangible economic benefits for local farmers.

Leopard Cat–Friendly Ecological Education

Centered on the concept of Satoyama living in harmony with nature, Hsin Tung Yang has established a leopard cat–friendly service area through landscape design, ecological education, and public donation initiatives. Together with travelers, the Company is committed to protecting the leopard cat habitat in Taiwan's low-elevation hill landscapes.

Nantou Service Area

Providing Complimentary Charity Bazaar Venues

Provides complimentary venues for social welfare organizations to host Lunar New Year charity bazaars, helping transform public goodwill into meaningful support and tangible resources for communities in need.

Indigenous Peoples Cultural Month

For more than ten consecutive years, Hsin Tung Yang has held an "Indigenous Peoples Month," offering a rich experience of tribal culture through performances of traditional song and dance and demonstrations of traditional crafts.

Green Plum Festival

Each April, Hsin Tung Yang partners with the Xinyi Township Farmers' Association to host a seasonal Plum DIY Workshop, inviting travelers to experience the sweet-and-tangy flavors of spring while learning about local plum culture.

Aroma of Rice Wall

Bringing the traditional rice-drying courtyard into the national highway service area, allowing travelers to experience the warmth of rice culture nurtured by the sun and the land during their journey.

Xiluo Service Area

Supporting Sheltered Employment Through Every Purchase

Provides complimentary venues for social welfare organizations to host Lunar New Year charity bazaars, enabling every purchase made by travelers to be transformed into educational resources for disadvantaged children. Video Shorts

Promoting Yunlin Agricultural Products | Bananas & Cabbages

In partnership with the Yunlin County Government, Hsin Tung Yang promotes locally grown fresh produce through product showcases and creative culinary demonstrations. Consumers can also purchase featured products via the official "Jiu Ai Yunlin" online platform, supporting farm-to-consumer distribution, reducing food miles, and strengthening local agriculture.

Black Soybean Festival

For three consecutive years, we have partnered with the Agriculture and Food Agency, Ministry of Agriculture, together with local agricultural organizations, to transform the Xiluo Freeway Service Area into a hub for promoting soybean culture. Video Shorts

Retail Counters

Stores

"Freeway Travel & Shopping Guide" | Seasonal Publication

Through its quarterly publication, Freeway Travel & Shopping Guide, Hsin Tung Yang showcases seasonal agricultural specialties and featured products while promoting seasonal events held at freeway service areas. The publication raises public awareness of Taiwan's local agricultural products and transforms freeway service areas into sustainable platforms for promoting local industries.

Hsing Fu Children's Home Donation Box Invoice

Donation boxes are installed at all retail stores and counters, with all proceeds donated to Hsing Fu Children's Home.

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