Two Major Directions for Local Marketing Initiatives

Education on Local and Sustainable Food

Promoted through a combination of knowledge sharing and hands-on experiences, with themed columns providing in-depth introductions to Taiwan’s unique agricultural products and stories of their places of origin. This deepens customers’ understanding of and connection with local agriculture, sustainable diets, and ingredient sources. In 2025, a total of 6 food and agriculture education lectures were held, with approximately 200 participants in total.

Strawberry Food and Agriculture Education Seminar 

Kumquat Food and Agriculture Education Lecture

In-Depth Local Travel

Positioned freeway service areas as hub nodes connecting urban and rural areas, guiding consumers to experience local culture and industrial characteristics firsthand. The "National Highway Journey" sustainable in-depth travel activities were planned to provide educational value and cultural experiences. In 2025, a total of 3 local in-depth travel activities were held, with approximately 100 participants in total. 

Xihu One-Day Tour 

One-Day Tour of Yunlin 

Digital Marketing and Social Media

Digital Marketing

Building a Digital Communication Matrix, Implementing Paperless Operations and Precision Marketing

Hsin Tung Yang has integrated digital channels such as its LINE Official Account, app, EDM, and owned media to replace traditional paper-based promotion. By optimizing communication efficiency through data analysis, it not only weaves sustainability concepts into customers' daily lives but also effectively reduces its operational carbon footprint.

LINE Official Account Promotion

The Company uses dedicated tags for customized management and push notifications, precisely delivering the latest information and sustainability activities, and strengthening real-time interaction and response efficiency.

Story-Based Video Marketing 

Drawing on the collective memory of "Taiwanese flavor," in 2025 Hsin Tung Yang advanced digital marketing through short films and short-form videos (such as the "Nurturing Young Local Farmers" program), reinforcing social and cultural heritage and expanding the brand's digital voice among younger and family audiences.

Dynamic Video Sharing

Transformed traditional agricultural products into "topics" and "stories". Within three months of video release, the content achieved one million views. By creating new value for local agricultural products, the initiative supports young farmers in developing their careers in their hometowns.

Video Links

Static Text Sharing

The "Young Farmer Community" column was established on the Company's official website, which provides in-depth documentation of farmers’ cultivation philosophies and environmentally friendly farming practices. Through a dual-track approach of "video traffic generation and text preservation," consumers can better understand the social value behind the products.

Seasonal Publication Marketing Promotion 

Each quarter, Hsin Tung Yang uses its marketing publication "Highway Travel & Shopping Guide" to provide feature columns introducing local agricultural specialty products available at each service area. This enables consumers to gain a deeper understanding of local and seasonal agricultural products, as well as the stories behind them, while encouraging consumers to support quality local agricultural products through their purchases. 

Mobile Payments and Smart Consumption 

To meet diverse needs, Hsin Tung Yang supports dozens of electronic payment methods across its physical channels and, in partnership with major payment platforms, offers exclusive deals, thereby improving checkout efficiency and providing tangible rewards. 

Customer Relationship Management

Since 2018, Hsin Tung Yang has continued to commission third-party satisfaction surveys. In 2025, its national highway service areas and airport retail scored 88.97 and 82.8 respectively, a good result that serves as a key basis for optimizing service quality.

Customer Service with a Human Touch 

The Customer Service Center not only resolves consumer issues but also serves as an important channel for brand crisis management and market intelligence. Hsin Tung Yang regularly holds review meetings and proactively shares consumer feedback collected from frontline interactions with departments including R&D, product planning, and product management, using this feedback as an important basis for product upgrades and optimization. 

Exemplary Customer Service Experiences at Hsin Tung Yang 

Hearing a mother's heart, inspiring kids to be brave with a touch of fun.

A consumer contacted the Customer Service Center, expressing the hope that customer service personnel could encourage their 5-year-old child to try Hsin Tung Yang Five-Nut Mooncake, helping the child gain confidence and be willing to explore different flavors. After receiving the request, the Customer Service Center prepared a child-friendly card with phonetic symbols added, creating a closer connection with the child and conveying the warmest care and thoughtfulness. 

Personal visits with heart, driving continuous improvements in every detail.

The Hsin Tung Yang Customer Service Center proactively provided at-home care and successfully transformed product concerns into customer trust. The team also reported frontline information to the R&D and quality control departments, implementing product improvements and fulfilling the core functions of brand crisis management and market intelligence.