FLUSHING, New York — On Nov. 8, the annual “Taiwan Select Pastry Festival” kicked off in Queens, bringing a curated selection of Taiwan’s renowned pastries, snacks, and beverages to American consumers.
Held at Skyfoods Supermarket in Flushing, the event hopes to foster cultural exchange by introducing the unique flavors of Taiwan to a broader audience in the U.S. with a lineup of both traditional treats and modern creations. Spearheaded by the Taiwan External Trade Development Council (TAITRA) and Well Luck Co., Inc., the festival also promotes Taiwanese brands to advance commercial ties with the U.S. food industry. The event will continue through Nov. 13th at Skyfoods.
Distinguished guests in attendance
The event brought together an impressive lineup of distinguished guests and community leaders, including Ambassador Li Zhiqiang and Deputy Minister Lily Chang from the Taipei Economic and Cultural Office in New York, along with prominent representatives from Taiwan’s cultural and business sectors.
The event also saw participation from Taiwanese business leaders and American companies, including representatives from Western Beef Supermarket and USA Seafood Inc., as well as leaders from local Taiwanese business associations in both New York and New Jersey.
“We are hoping to feature a lineup of products in two different categories: products and snacks that local Taiwanese have grown up eating, such as pastries and egg rolls, as well as newer products that we are hoping to introduce to the public,” said Li Zhiqiang, who works with the Taipei Economic and Cultural Office in New York.
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Li, who just arrived from Taiwan three months ago, added, “We are hoping everyone will come check out our products and be a part of this family event.”
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A taste of Taiwan’s rich heritage
The “Taiwan Select” initiative, spearheaded by Taiwan’s Ministry of Economic Affairs, is a broader program that hopes to promote the island’s rich cultural and culinary heritage to customers abroad. This year’s pastry festival showcased an array of traditional and innovative foods that embody Taiwan’s distinct flavors. Some highlights include:
- Chen Yun Bao Quan Pastries: A century-old bakery from Taichung, known for its artisanal “Yiyuanliang” pastry series.
- Target Mille Crepe Cakes: A French-inspired mille crepe layered with Taiwanese fillings, merging Eastern and Western flavors.
- Wei-I Fish Floss Egg Rolls: A savory, protein-rich twist on classic egg rolls made with Taiwanese fish floss.
- Chiguozi Konjac Jelly: A refreshing dessert crafted from local Taiwanese fruits that’s known for its cooling properties. Most commonly enjoyed in the summertime.
- Yueshi Mineral Tea: Brewed with natural spring water from Taiwan’s snow mountain range, Yueshi tea is known for its purity and crisp taste.
These products, alongside Taiwanese beverage favorites like “Apple Sidra” and “HeySong Sarsaparilla,” allowed American attendees to explore Taiwan’s culinary diversity. Each product also showcased Taiwan’s commitment to quality and its unique approach to blending traditional flavors with modern twists.
A promising space for culinary exports
Guests were treated to an immersive tasting experience, including detailed presentations that delved into the heritage, flavors, and craftsmanship behind each product. The event also featured a tasting session where attendees could try some of the highlights, including mille crepe cakes, fish floss egg rolls, and konjac jellies.
“This is our third year hosting this event to promote our Taiwanese products to overseas consumers,” said Amy Tsai, with the Taiwanese Foreign Trade Association in New York. “As many of us who live overseas know, it can be challenging and expensive to find quality products and snacks from Asia, so we are happy and proud to fill this space.”
In addition to sampling Taiwan’s authentic flavors, attendees enjoyed exclusive shopping discounts, encouraging them to take a taste of Taiwan home. This approach provided American consumers a firsthand experience of the quality and value behind Taiwanese products.
“We hope to establish a strong Taiwanese presence in the American food sector,” added Tsai, noting that the association is proud to bring about a prominent selection of snacks and products to consumers who crave different culinary experiences.
Cultural exchange through cuisine
Beyond commercial goals, the “Taiwan Select Pastry Festival” aims to foster meaningful cultural exchange amongst consumers of different backgrounds and walks of life. Each product shared at the festival embodied Taiwan’s rich history and culinary creativity, from the traditional pastries refined over generations to modern innovations that reveal Taiwan’s forward-thinking spirit.
For many Taiwanese expatriates, the event offered a nostalgic taste of home, while for American attendees, it provided a window into Taiwan’s culinary soul. By promoting Taiwan’s culinary exports, the event opened doors for Taiwanese brands to thrive in new markets and inspired consumers to explore Taiwan’s vibrant food culture.
Other VIPs in attendance included: Yung-Feng Chen, Director of the New York Overseas Community Affairs Council; Shih-Chia Yeh, Minister for the Taipei Economic and Cultural Office in New York; Xie Chengyuan, Secretary for the Investment and Trade Service Office in the U.S.; Lin Qingfu, President of the New York Taiwan Chamber of Commerce; Cai Qinghui, President of the New Jersey Taiwan Chamber of Commerce; Lisa Lou, President of the New Jersey World Chinese Business Women Association; Tom Wu, CEO of USA Seafood Inc.; Lisa Li, CEO of Everyday Group LLC; Cai Xiuzhen, President of the Foreign Trade Development Association of the Republic of China, among others.
With reporting by Ryan Wu.
