To promote the “Taichung High Quality Honey” brand, along with seasonal agricultural specialties such as Lishan tea, grafted pears, peaches, and red dragon fruit, the Agriculture Bureau of Taichung City Government’s(hereinafter as "the Agriculture Bureau " ) will hold the 2025 Taichung High Quality Honey - Domestic Honey and Agricultural Products IP Crossover Marketing Event on July 26 to 27 at Calligraphy Greenway in Taichung’s West District (between Yingcai Road Lane 470 and Gongyi Road). The event will feature the “Ugly Rabbit” IP, integrating its image with “Taichung High Quality Honey,” to introduce the city’s premium domestically produced honey and high-quality seasonal agricultural products to the public.
The Agriculture Bureau noted that Taichung’s beekeeping industry is primarily concentrated in eight districts—Dali, Taiping, Waipu, Wufeng, Beitun, Houli, Heping, and Fengyuan—and is supported by farmers’ associations through the establishment of beekeeping production and marketing programs. The domestic honey brand, “Taichung High Quality Honey,” is carefully selected from among the many varieties produced by these dedicated beekeepers. This year, the Agriculture Bureau organized the Taichung High Quality Honey - Domestic Honey Evaluation Competition. All participating products were tested to ensure compliance with CNS national standards and underwent rigorous review by experts. A total of 24 beekeepers were awarded this honor, offering consumers access to premium-quality domestic honey.
The Agriculture Bureau explained that the event also showcases Taichung’s premium seasonal agricultural products, including tea, grafted pears, and peaches. In Heping District, Lishan tea is cultivated across approximately 457 hectares, with an annual yield of about 276 metric tons. The Lishan tea region spans Fushoushan and Xinjayang, located at elevations between 1,800 and 2,500 meters. With significant temperature variations between day and night and abundant moisture, this unique geographical environment provides ideal conditions for tea cultivation. The tea leaves are tender, and when brewed, the tea appears honey-green with a golden hue, carrying a delicate fragrance with subtle floral and fruity notes, and offering a fresh, mellow, and refined taste.
The Agriculture Bureau further noted that the harvest season for grafted pears and peaches has begun. Taichung’s grafted pears are sorted using automatic light-sensing fruit grading machines, ensuring that all pears brought to market have a sugar content of over 11 degrees, with fruit shape, color, and juiciness meeting high standards—making them the finest quality in Taiwan. Lishan peaches, on the other hand, are plump and round with a rosy blush. Their flesh is tender and juicy, melting in the mouth with a sweet, luscious flavor, while exuding Lishan’s signature cool and rich fragrance, making them especially popular with consumers.
The event promoted Taichung’s finest longan honey of the year and seasonal fruits and vegetables to the public. A 5-meter “Ugly Rabbit” art installation was set up for photo opportunities, alongside an “Ugly Rabbit” mascot interacting with visitors. A Honey Education Pavilion was set up to introduce the origin of the “Taichung High Quality Honey” brand, where beekeepers explained to visitors how to distinguish real honey from counterfeit and outlined the honey production process. Visitors purchasing honey under the “Taichung High Quality Honey” brand could participate in a hands-on “Beeswax Candle DIY” activity. Customers meeting a spending threshold received limited-edition gifts, such as an Ugly Rabbit-themed phone stands, Ugly Rabbit-themed folders, and honey. Additionally, the stall “Integrity, Sustainability, and Happy Taichung” was established to raise awareness of anti-corruption, fraud prevention, green energy, and ethical practices, engaging the public through quiz games, interactive activities, and practical giveaways.
Citizens are encouraged to support Taichung’s high-quality agricultural products through practical action. In addition to on-site sales of premium honey, Taichung honey and other top-quality local products are now conveniently available on the “Taichung Freshest” e-commerce platform, offering the sweetness of freshly delivered produce straight from the source. This allows everyone to enjoy, from home, the care and expertise of Taichung’s local beekeepers. Website: https://reurl.cc/ek6EYL.
Today’s promotional event was attended by Vice President Chiang Chi-chen of the Legislative Yuan; Technical Specialist Mi-Chen Fan from the Central Region Branch of the Agriculture and Food Agency; Director Chen Ying of the Taichung Office of the Central Region Branch of the Agriculture and Food Agency; Executive Supervisor Chao Yao-Feng of the Taiwan Beekeepers Association; Agriculture Bureau Director Chang Ching-chang; Chairman Chen Cheng-Tian, Executive Supervisor Lin Zi-Wen, and Secretary-General Liao Shu-Zong of the Taichung City Farmers’ Association; Chairman Yang Shu-Ching and Secretary-General Xiao Jin-Mu of the Heping District Farmers’ Association; Secretary-General Lai Dong-Yang of the Dali District Farmers’ Association; Secretary-General Li Jin-Dong of the Waipu District Farmers’ Association; Secretary-General Huang Rui-Xiang of the Dajia District Farmers’ Association; Secretary-General Chen Qing-Qi of the Houli District Farmers’ Association; Secretary-General Yu Wen-Qin of the Taiping District Farmers’ Association; Director Zhang Ming-Zheng of the Taichung Farmers’ Association; and a representative from Legislator Liao Wei-Xiang’s office.
Contact: Mr. Liu, Agriculture Bureau of Taichung City Government; Tel: 04-22289111 ext. 56504