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Taiwanese FMCG brand opens Hong Kong shop

Green in Hand, a Taiwanese farm products company, has opened a shop in Hong Kong – its first overseas.
The store, a concession inside the giant Taiwanese-owned Eslite bookstore, is aimed at showcasing its range to a growing international clientele and boost brand awareness beyond Taiwan’s shores.
The company hopes to tap into the city’s creative and business-friendly environment to raise the brand’s international image in the first step of its globalisation.
Founded in 2006, Green in Hand, uses modern and stylish packaging to refresh and reinvigorate Taiwanese agri-products like rice, tea leaves and honey. Green in Hand founder, Cheng Yun-yi, hopes the Hong Kong shop can introduce the brand to international customers.
“Hong Kong is a culinary capital in Asia and serves as the perfect window for us to showcase Taiwan’s modern agri-products,” she said.
“The city’s unique geographic location and its business-friendly environment add further appeal as a platform for us to connect with the world.
“Hong Kong people are creative and love new ideas. They are also keen on preserving heritage and culture. This complements our branding philosophy, as we also care about keeping the history of traditional Taiwanese agri-products while using an innovative marketing strategy to promote our products.”
Green in Hand won four awards in the ‘Design for Asia Awards’ organised by Create Hong Kong and Hong Kong Design Centre, a recognition that underlies its choice of Hong Kong.
The associate director-general of investment promotion Dr Jimmy Chiang said Hong Kong is a magnet for companies from around the globe, offering a good platform for overseas companies to raise their brand image, develop marketing channels and expand globally.
The Green in Hand brand uses a pun meaning “encouragement and applause” in its Chinese wording. The brand celebrates Taiwanese traditional agri-products, and also aims to enter the gift market with a series of innovatively packaged presents for weddings, one-month-old babies, friendship, guests and clients, and more.

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