Successful Launch of Taiwan Image Month in Jeddah, Saudi Arabia
As Saudi Arabia strives to become the heart of the Arab and Islamic world, compete as a global investment powerhouse, and lead the transformation of the Middle East and Gulf economies, the Ministry of Economic Affairs (MOEA) and the Taiwan External Trade Development Council (TAITRA) jointly organized the "2024 Middle East Gulf States Trade Mission." This mission, covering Saudi Arabia, Bahrain, and Oman, kicked off with the "Taiwan Image Month" in Jeddah, the largest economic city in Saudi Arabia, on May 26. The event featured promotional videos showcasing Taiwan’s leading industries, introductions of new products by participating companies, and interactive sessions with local Key Opinion Leaders (KOLs), alongside a taste of Taiwanese cuisine. The event was attended by Taiwan’s Ambassador to Saudi Arabia, Teng Sheng-Ping, Jeddah Chamber of Commerce’s Director of Exhibition Cooperation and Exchange, Mohammad Al Safh, Mecca Chamber of Commerce’s Director of Exhibition Cooperation and Exchange, Fahad Almanhory, as well as representatives from major local trading conglomerates such as Al Sami Group and Afaq Al-Khayall Est. The attendees expressed their expectations for mutually beneficial future cooperation between Taiwan and Saudi Arabia. The event attracted 72 buyers, with potential business opportunities amounting to approximately USD 5.87 million.
The delegation consisted of 21 Taiwanese companies, including notable participants such as Taichung Veterans General Hospital, a pioneer in smart healthcare; Six Star International, a leading Chinese food and beverage franchise; Hiwin Technologies, a Taiwan Excellence Award winner; Alcom Communications, a CES Innovation Awards recipient; Song-Hwa Industrial, a winner of Taiwan’s Golden Dragon Award for building materials; and Laid Technology, a cybersecurity proposal competition winner at the Select USA Investment Summit. The participating industries spanned medical equipment, consumables and services, food and beverage franchises, ICT equipment, consumer electronics, building materials, hardware and hand tools, machinery, LED lighting, and automotive parts, fully showcasing the diversity and high quality of Taiwan’s SMEs.
Despite ongoing tensions in the Middle East, local buyers expressed strong interest in Taiwanese companies. For example, Zamil Abdulsalam Construction Company highly praised the quality of Taiwanese building materials and showed significant interest in the products of Orida Company, resulting in a preliminary order of approximately USD 70,000. Participating Taiwanese companies, such as Six Star International, reported enthusiastic discussions with local companies, particularly about bubble tea products, highlighting the market’s potential. Ching-Yang Lighting’s President, Qi Yu-Se, who has long operated in the Middle East market, emphasized the importance of face-to-face interactions, which led to an on-site order of USD 290,000. Cheng-Yao, an aluminum door and window company, successfully secured a USD 100,000 order through a dual approach of meetings and visits. After concluding the NPE Show in the United States, Renya Company flew to Saudi Arabia, attracting attention to its medical consumables and competitive sports products. The company noted the importance of patience and cultural empathy when communicating in emerging markets. Taichung Veterans General Hospital visited one of the largest private hospital groups in the region, DR. HAMED AL MUTABAGANI HOSPITALS, hosted by Director Khaled Almotabagani, focusing on orthopedics, sustainability, and talent management. Additionally, Bayan Mufty, Head of the Biomedical Engineering Department at the National Guard Hospital, attended to exchange experiences and discuss future collaboration in smart healthcare services.
The event gained media exposure prior to its launch through a feature in Riyadh Daily. On-site, prominent local KOL Asma conducted interviews, while Manatmah Media also covered the event, praising the quality of Taiwanese products and brand image. Following the event, local economic newspaper Al Eqtisadiah and the official Jeddah Chamber of Commerce Twitter account published reports on the event.
Ambassador Teng emphasized the immense potential of the Saudi market, particularly Jeddah as an economic hub, and highlighted the importance of continued focus on its development. Mohammad Al Safh, Director of Exhibition Cooperation and Exchange at the Jeddah Chamber of Commerce, welcomed continued visits from Taiwanese businesses, noting that Saudi Arabia is in a phase of aggressive development. Fahad Almanhory, Director of Exhibition Cooperation and Exchange at the Mecca Chamber of Commerce, also attended and expressed gratitude for the Taiwanese delegation's efforts. TAITRA Riyadh Taiwan Trade Center Director Lou Zi-Tang mentioned that the Saudi government strongly encourages local manufacturing across various industries, with a focus on green building materials, ICT products, automotive parts, new energy vehicles, and other consumer goods manufacturing industries, all of which have significant growth prospects.
As the Middle East Gulf market enters its main growth phase, the mission will continue to Bahrain’s Manama and Oman’s Muscat after visiting Jeddah and Riyadh in Saudi Arabia. To assist Taiwanese businesses in capturing opportunities in these markets, TAITRA has planned a series of events, including an Asia-Pacific Business Day in September and further outreach to Gulf states and Turkey in November, to help businesses secure their foothold and capitalize on the growth momentum in Saudi Arabia and the wider region.
