Hsin Tung Yang's Xiluo Service Area on National Freeway No. 1 has received the Excellence Award in the Private Sector Team Category at the 24th Golden Thumb Awards, organized by Taiwan's Ministry of Finance. The award recognizes the company's achievements in operating and improving the Xiluo Service Area under the Renovate-Operate-Transfer (ROT) model.

This recognition highlights Hsin Tung Yang's commitment to enhancing public services, supporting local communities, and integrating sustainability into service area operations. By combining local culture, environmentally responsible practices, visitor-focused facilities, and digital engagement, the company continues to transform highway rest stops into destinations that connect travelers with the communities around them.

Recognizing Excellence in Public-Private Partnerships

Organized by Taiwan's Ministry of Finance, the Golden Thumb Awards recognize outstanding achievements in private participation in public infrastructure projects. The awards highlight successful public-private partnerships that improve service quality and create long-term value for communities.

Hsin Tung Yang received the award for its Xiluo Service Area Renovation, Operation, and Transfer Project on National Freeway No. 1.

Through the ROT model, public authorities and private operators work together to improve infrastructure and deliver high-quality services. At Xiluo Service Area, Hsin Tung Yang has integrated modern facilities with Yunlin County's agricultural heritage and cultural identity, creating a welcoming rest stop that offers more than conventional highway services.

Four Key Features of Xiluo Service Area: Connecting Travelers, Communities, and Sustainability

1. Supporting Local Agriculture Through Farm-to-Consumer Retail

Xiluo Service Area features a dedicated farmers' market offering agricultural products from Yunlin County. Equipped with refrigerated display facilities, the market provides travelers with convenient access to locally produced goods while creating additional sales opportunities for local farmers.

Hsin Tung Yang also collaborates with local agricultural organizations to promote regional products, including black soybeans, bananas, and cabbage.

By connecting producers directly with consumers, the service area helps strengthen the local agricultural economy while encouraging local sourcing and shorter food supply chains.

2. Celebrating Yunlin's Cultural Heritage Through Thoughtful Design

Inspired by Yunlin's agricultural traditions and rich cultural heritage, Xiluo Service Area incorporates local stories into its interior design and public spaces.

The "Soy Sauce Jar" themed seating area celebrates Xiluo's century-old soy sauce-making tradition, while digital three-dimensional wall installations and cultural displays highlight local religious traditions and Taiwanese glove puppetry.

The service area also features a book-sharing station where travelers can exchange books, extending the useful life of reading materials while encouraging cultural exchange and resource reuse.

Together, these features transform a routine highway stop into an opportunity to discover local history, traditions, and community identity.

3. Promoting Sustainable Dining Through the Green Dining Table Initiative

To encourage more environmentally responsible dining practices, Xiluo Service Area has introduced its "Green Dining Table" initiative, with six food vendors participating.

The initiative promotes greater awareness of sustainable food choices, responsible resource use, and circular economy principles within everyday food service operations.

By bringing sustainability into familiar dining experiences, Hsin Tung Yang helps travelers explore more environmentally conscious choices without compromising convenience or enjoyment.

4. Enhancing Accessibility, Comfort, and Smart Infrastructure

Xiluo Service Area provides a range of facilities designed to meet the needs of different travelers, including driver rest lounges, shower facilities, children's play areas, and pet-friendly spaces.

Through public-private collaboration, improvements to restroom facilities and parking layouts have been complemented by electric vehicle charging stations, solar photovoltaic installations, and smart parking systems.

These enhancements help create a more convenient, comfortable, and environmentally responsible travel experience while supporting the continued modernization of Taiwan's highway service infrastructure.

Digital Innovation and Social Media Engagement: Over One Million Short-Form Video Views

Beyond improving its physical facilities, Hsin Tung Yang has expanded its digital marketing efforts through social media and short-form video content, bringing the food, culture, and unique experiences of its highway service areas to a wider audience.

By presenting service area highlights through engaging visuals, creative storytelling, and relatable everyday scenarios, the company offers travelers new ways to discover dining options, local products, and visitor amenities before their journeys.

Related short-form videos have generated more than one million cumulative views, demonstrating the potential of social media to increase awareness of highway services and introduce local attractions to broader audiences.

Hsin Tung Yang also connects digital storytelling with on-site events, agricultural promotions, and community initiatives, creating an integrated approach that links online discovery, social engagement, and in-person experiences.

This strategy extends the reach of local businesses and cultural initiatives beyond the physical service area, helping more people discover Yunlin's distinctive products, traditions, and travel experiences.

Creating Long-Term ESG Value Through Public Services and Community Partnerships

For Hsin Tung Yang, operating a highway service area goes beyond providing food, shopping, and rest facilities. It also creates opportunities to support local economies, preserve cultural heritage, encourage responsible consumption, and improve access to public amenities.

The company's initiatives at Xiluo Service Area contribute to several United Nations Sustainable Development Goals (SDGs):

• SDG 8 – Decent Work and Economic Growth: Supporting local farmers and businesses through direct retail opportunities, agricultural promotions, and digital marketing.
• SDG 11 – Sustainable Cities and Communities: Preserving regional cultural heritage and providing inclusive public spaces that connect travelers with local communities.
• SDG 12 – Responsible Consumption and Production: Encouraging sustainable dining, local sourcing, book sharing, and more responsible use of resources.
• SDG 17 – Partnerships for the Goals: Strengthening collaboration among government agencies, local agricultural organizations, food vendors, and private businesses to improve public services and generate shared value.

By combining physical infrastructure improvements with community partnerships and digital outreach, Hsin Tung Yang aims to make sustainability a meaningful part of the everyday travel experience.

Looking Ahead: Building More Sustainable and Welcoming Highway Service Areas

Receiving the Excellence Award at the 24th Golden Thumb Awards represents an important recognition of Hsin Tung Yang's efforts to improve highway services and create value for travelers and local communities.

Moving forward, the company will continue enhancing visitor experiences through accessible facilities, locally inspired services, environmental management, and digital innovation.

Hsin Tung Yang remains committed to making Taiwan's highway service areas more than convenient rest stops—transforming them into welcoming spaces where travelers can discover local culture, connect with communities, and experience sustainability in everyday life.