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Southeast Asia is currently experiencing an economic acceleration. An increase in the level of middle-class consumption, as well as its large domestic market, makes Southeast Asia a promising destination for developing stronger trade ties with. In line with the policy of Taiwan’s " New Southbound Policy", the Taiwan Industry Image Enhancement Project, which was implemented by the Bureau of Foreign Trade and organized by the Division of the Taiwan External Trade Development Council, held a “2017 Taiwan Excellence & ASEAN Business Cooperation Press Conference" on March 3rd, 2017. The event was held in Indonesia (the largest economy in Southeast Asia), in the Central Park Shopping Center Jakarta. The event was the starting point of a series of promotional activities of Taiwan Excellence in Southeast Asian countries, including Vietnam, the Philippines, Malaysia, and Thailand.

Indonesian traditional dances were shown as the opening act at the press conference. The Chair of the Bureau of Foreign Trade in the Ministry of Economic Affairs, Jen-Ni Yang in her speech said that Taiwan has the power of innovation and a strong technology industry. Moreover, in terms of industrial development and the diversity of Southeast Asia’s natural resources, these factors complement economic relations and trade between Taiwan and ASEAN countries. The Chair of the Association of International Trade, Chih-Fang Huang, said that Taiwan Excellence is a choice product that has the power of showcasing innovative designs, strong market competitiveness, and reflects the innovative spirit of Taiwan's products. Taiwan, via its New Southbound Policy, will also perform a variety of integrated marketing activities and will actively develop opportunities for cooperation with countries in the south.

In this press conference, Ivan Gunawan, a well-known Indonesian fashion designer, showed a perfect combination between traditional Indonesian clothes and the Taiwan Excellence logo with a traditional batik. It is a symbol of the closeness of cooperation between Indonesia and Taiwan. Yuanita Christiani, who became the Taiwan Excellence endorser in Indonesia, stated that she was looking forward for more opportunities to experience and acquire innovative Taiwanese products. Director of  PX Indonesia, Richard Liu, also mentioned that this year PX has four products that have already won the Taiwan Excellence Award. He stated, "We want to thank Indonesia customers for their support during this time in Indonesia. We also will continue to innovate so that we can continue sharing the best products.”

Taiwan Excellence campaign this year includes 58 Taiwanese brands with more than 130 products. The number of products and events will attract local communities and the media in attending and participating in the event. The Taiwan Excellence Golden Award winner in 2017, Acer Predator 21 X, is an exemplary example of innovation that manages to attract people to come and feel the power of the world's first Curved Notbook equipped with eye tracking technology. Heartway Taiwan, another winner of Taiwan Excellence Silver Award 2017, also featured at the event the Small Electric Scooter S21, which is one option for the elderly that want to travel far. The greatest aspect of this product is that it has an automatic steering function and weighs only 19 kg.

The importance of the Southeast Asian market continues to rise each day. This year's Taiwan Excellence will include more activities to meet and socialize with consumers in Indonesia. Some of events will be promotional activities in shopping centers in Jakarta and Surabaya, the establishment of Taiwan Excellence in a museum exhibition in Indonesia, an exhibition showcasing images and art of both Indonesia and Taiwan, the Taiwan Excellence's running event, and the development of long-term Taiwan Excellence retail locations. Taiwan Excellence will also be joined by 260,000 fans in Indonesia that will hold online-to-offline activities to increase the popularity and influence of Taiwan's brands to consumers in Indonesia.