As consumers around the world seek nostalgia, food and beverage brands are finding value in the tension between traditional appeal and modern consumption habits.
Taiwanese food brands are embracing this approach, with products ranging from century-old honey and traditional soy sauce to fish-head hotpot and sweet potato snacks being presented in formats designed for contemporary consumers.
Mayor Huang uses the word “碰撞” (pèngzhuàng), literally meaning “collision”, to describe the meeting of traditional craftsmanship and contemporary innovation. In the context of food, that can mean taking a familiar product or dish and changing its format, presentation or usage without losing its Taiwanese identity.
In this context, pèngzhuàng carries a high-energy vibe. It implies sparking creative friction, shaking things up, breaking boundaries, or testing new ideas against old systems – a concept that guides its food and beverage companies towards growth.
“The biggest strength of Taiwanese food lies in the ‘collision’ between tradition and innovation. We have a deep foundation of craftsmanship, but we are not bound by tradition. For example, we can transform a century-old honey industry into stylish gift sets,” Mayor Huang said.
Huang He Honey illustrates this balance: the appeal lies in its century-old honey-making heritage with eight different flavour profiles based on various floral sources, while its block-shaped bottles and gift-box presentation give that heritage a contemporary expression.
Mayor Huang sees Singapore as an important economic and trade hub for reaching wider Asian markets. She identified three areas of opportunity for Taiwanese brands: demand for premium products with cultural stories, interest in natural and sustainable products, and growing demand for convenient formats and cross-category innovation.
The appeal of tradition and nostalgia
Economic uncertainty and a volatile world are driving consumers toward nostalgic, comforting, and traditional food and drink flavours that offer emotional security and indulgence, according to market intelligence firm Mintel’s 2026 predictions.
For brands, the challenge – and opportunity – lies in retaining what makes these foods culturally familiar and appealing while adapting how they are packaged, presented and consumed.
“In marketing, nostalgia tends to be most powerful when consumers are feeling negatively about their current state, when they feel dissatisfied or uncertain about the present,” said Dr. June Cotte, the Kraft Professor of Marketing at Canada’s Ivey Business School.
She described nostalgia as an “emotional refuge” that allows consumers to reconnect with a past that feels simpler, safer or more joyful.
From heritage dishes to modern formats
“Consumers are no longer looking only for good taste. They are increasingly interested in the cultural stories and design aesthetics behind brands,” said Mayor Huang.
People are also increasingly seeking natural, sustainable products that are convenient.
“Products such as pure honey, additive-free honey vinegar and premium coffee align with modern consumers’ pursuit of a high-quality lifestyle and healthier choices. The trend of turning traditional dishes into snack formats allows international buyers to see the high degree of R&D flexibility within Taiwan’s food industry,” Mayor Huang added.
Chiayi-based Lin Cong Ming Stewed Fish Head offers another example of how a traditional food can be repackaged for contemporary consumption. The business, known for its fish-head hotpot, has expanded beyond its signature dish into packaged food, including a ready-to-heat frozen version and its Shacha Fish Fillet snack.
The 50g snack pack consists of savoury fish strips flavoured with shacha sauce, a smokey Taiwanese/Chinese condiment traditionally made with ingredients including dried seafood, garlic, shallots and chilli.
Sweet potato is another familiar Taiwanese food being adapted into a contemporary snack format. Chiayi-based 薯職人 (translated as “Sweet Potato Artisan”) makes non-fried sweet potato rice balls using locally grown rice, combining the natural aroma and texture of rice with a sweet potato flavour and condensed milk.
Such cross-category innovations from main meals to snacks allow brands to explore many product iterations to suit market needs.
Exporting the products also means adapting how traditional foods are packaged and consumed, from smaller formats for convenience to flavour adjustments for local preferences.
“Taking into account the pace of urban life in Singapore, we are promoting smaller formats such as drip-bag coffee and block-shaped honey bottles to make the products more convenient to purchase. We are also developing traditional Chinese dishes into addictive snack formats suited to Southeast Asian markets, allowing a wider range of consumers to enjoy Taiwanese flavours more easily,” said Mayor Huang.
Brands are also encouraged to making labelling more accessible for consumers overseas.
For example, Huang He Honey provides QR codes that direct consumers to product and brand information in Chinese, English and Japanese, helping overcome language barriers while directly communicating brand and cultural values.
Government support for growing export market
Mayor Huang emphasised the significance of providing support for food brands to expand beyond Taiwan, especially for smaller businesses.
The 嘉市好店 (“Good Shops in Chiayi”) certification recognises brands for their product quality, local cultural connection, and innovation.
“Through a rigorous selection process, we enhance the credibility of local brands and connect them with professional design teams, helping transform their products from local specialities into international premium products,” Mayor Huang explained.
“We also provide grants and R&D programmes for small businesses to support product development and packaging upgrades, helping their brands keep pace with the times.”
Mayor Huang also shared how the government is helping Taiwanese brands gain international exposure through trade shows at home and abroad.
“We are also helping connect the businesses with local supermarket brands and international buyers, shortening the distance to international markets,” said Mayor Huang.
For Taiwanese food brands, the appeal of tradition does not necessarily conflict with the demands of modern consumers. The opportunity lies in holding on to the flavours, craftsmanship and cultural stories that make traditional foods distinctive, while finding new ways for consumers to experience them.
