outstanding events on 2013 program of otop ......services”, “local gourmet”, and “festival...

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OUTSTANDING EVENTS ON 2013 PROGRAM OF OTOP LOCAL CULTURAL INDUSTRY TOURISM AND CHANNEL EXPANSION

經濟部中小企業處Small and Medium Enterprise Administration, Ministry of Economic Affairs

發行單位：

財團法人中衛發展中心Corporate Synergy Development Center

執行單位：

102年度地方產業遊程及通路拓展計畫成果專刊

102年度地方產業遊程及通路拓展計畫成果專刊OUTSTANDING EVENTS ON 2013 PROGRAM OF OTOP LOCAL CULTURAL INDUSTRY TOURISM AND CHANNEL EXPANSION

102地方產業遊程及通路拓展計畫成果專刊OUTSTANDING EVENTS ON 2013 PROGRAM OF OTOP LOCAL CULTURAL INDUSTRY TOURISM AND CHANNEL EXPANSION

序

加值通路布建活化遊程推廣

Deploy Value-added Channels, Invigorate the Bromotion of Tourism

臺灣地方特色產業的發展，經過經濟部中小企

業處及業者 24年來的堅持與努力，將技術融合創意，以創意打造價值，從價值揚名國際；每一個地

方特色產業業者，無論是新創世代的嶄新事業，亦

或代代相傳的百年老店，在這資訊發達、日新月異

的市場洪流中，都極盡全力的轉型、成長、茁壯，

將發源於全臺各地的特色產品與地方故事的堅持感

動，傳達並深植到每一位消費者心中。

根據最新的統計指出，2012年臺灣中小企業超過 130萬家，占整體企業家數 97.67%，家數成長 2.11%。經濟部中小企業處推動「地方特色產業輔導計畫」，以「一鄉鎮一特色產品 (OTOP，One Town One Product)」為宗旨，協助各地具有歷史性、文化性、獨特性之特色產業發展，導入創意、

創新技術、服務、品牌等概念，形塑更多具有臺灣

原真品味、融合在地文化價值的優質臺灣地方特色

產品，並透過策略聯盟及系統性整合行銷通路，結

合當地觀光、文化及生態資源共同行銷推廣，以發

展在地產業及活絡地方經濟，並希望能有更多的年

輕世代投入此項計畫，讓臺灣地方特色產品行銷全

臺及國際，讓臺灣味成為世界難忘的獨特幸福味道。

今年度透過「人進物流」的推動方式，從「點」

到「線」到「面」進行全方位的推廣。以「原真風

尚」為主題的 OTOP產品設計獎，目標在於發掘臺灣在地特色、創新再造經典，使臺灣原真感動及在

地特色，融合時尚設計，再造臺灣經典風尚好禮；

OTOP優質企業獎則以「薪傳」為主題，透過薪火

二代接班及技術、經驗、服務的傳承，強化創新的

能力，達成薪火相傳、生生不息的目標。

串聯優質地方特色產品與企業，OTOP同時推動通路布建及遊程推廣，全臺經典在地遊程將產品

和企業的「點」連結至「線」，並透過國內外虛實

通路授權及銷售專區建置，將「點」與「線」連結

至「面」；集結國內知名旅遊集團組成旅行社聯盟，

以共團共賣方式將 OTOP遊程的在地特色及好康優惠推薦給消費者，同時依循「地產地銷」、「地產

內銷」及「地產外銷」模式發展，設置「OTOP臺灣地方特色產品館」，並擴大民間參與，以通路標

章授權方式，廣邀國內外有心經營地方特色產品銷

售之實體及虛擬通路業者共同加入，提供更多消費

者接觸、認識臺灣嚴選原真的地方特色產品及優質

企業，建立 OTOP購物、休憩及旅遊資訊等多功能平台，擴大地方特色產業商機。

在全球市場的競爭中，臺灣在地的特色將是產

業加值的助力，中小企業亦將為推動國家經濟成長

的主要推力，除了持續堅持創新開發外，我們更需

要發展體驗經濟與故事行銷，吸引消費者親身體驗

臺灣鄉鎮在地文化、歷史及產業之美，傳達原真臺

灣獨特魅力，創造 OTOP優質意象，提升地方產業價值與競爭力

經濟部中小企業處處長

Foreword

After 24 years of insistence and effort from the SMEA (Small and Medium Enterprises

Administration) and numerous proprietors to infuse technology into creativity and to create value from creativity, Taiwan’s local cultural industries have duly evolved and earned international fame with their

values. Each and every proprietor of local cultural industries, be it an innovative business created by the younger generation or a century-old store that has been passed down for several generations, has given their full effort to transform, grow and mature in this tide of ever-changing market where information

2 / 102年度地方產業遊程及通路拓展計畫成果專刊

Yun-lung Yeh

grows exponentially so that they may deliver the cultural products that stemmed across Taiwan and their moving tales of local traditions to the hearts of every one that has been close to OTOP.

According to the latest statistics, the number of small and medium enterprises (SME) in Taiwan has exceeded 1.3 million in 2012, constituting as high as 97.67% of Taiwan’s pool of entrepreneurs. The figure also reflects a growth of 2.11% in the total number of SMEs. The promotion of “Local Cultural Industry Counseling Program” by the SMEA involves the goal of “One Town One Product” (OTOP) to encourage the development of local cultural industries across Taiwan that are historic, cultural and unique by introducing concepts of creativity, innovative technologies, services, branding and so forth in the hopes of developing more quality products that offer authentic Taiwanese traits with specific local cultural values. Through strategic alliance and systematically integrated distribution channels, we have incorporated local tourism, culture and ecological resources in our joint-marketing promotion efforts in order to further develop local industries and invigorate local economies. We hope to draw in more participants from the younger generations to take part in the program so that we can distribute these local cultural products across Taiwan and the rest of the world, thereby turning the “Taiwanese flavor” into an exclusive flavor of bliss that the world will always remember.

This year, through the promotional method of “tourism growth and product distribution” across Taiwan, we strive to connect the “dots” to form “lines”, and “lines” to “planes” for comprehensive promotion. With the theme of “Authentic Trend” chosen for the OTOP Product Design Awards, it is the SMEA’s intention to discover more local features in Taiwan and create more classics through innovation so that authentic sentiments of Taiwan and local features could be infused into fashionable designs and recreated into classic gifts and souvenirs that best reflect Taiwan. On the other hand, the OTOP Enterprise Awards focuses on the theme of “Heritage”; through the passing down of heritage, techniques, experiences, and services to the next generation owners, we will be able to fortify their innovative capabilities and achieve the goal of “passing down the flame of tradition to complete the circle of life”.

By connecting outstanding local cultural products and enterprises, the OTOP initiative has facilitated the deployment of channels and promotion of tourism. While the classic travel packages connect the “dots” of products and enterprises into “lines”, the licensed local/foreign channels (both physical and virtual) and the construction of exclusive distribution areas join the “dots” and “lines” into “planes”. OTOP gathers renowned domestic travel service providers into an alliance of travel agencies to recommend OTOP tour packages with local features and special offers to consumers through the model of shared package & shared sales. At the same time, we also follow the developmental models of “local production, local sales”, “local production, domestic sales” and “local production, foreign sales” to establish the “OTOP Taiwan Local Cultural Product Stores” on top of expanding private participation by licensing local/foreign physical/virtual channels so that those who are interested in managing the distribution of local cultural products could join the team. This allows more consumers to be exposed and get to know the carefully selected, authentic local cultural products and outstanding enterprises of Taiwan as well as creates the OTOP multifunctional platform for shopping, recreation and tourism information. The establishment of this platform will bring more opportunities to local cultural industries.

Amidst the tough competition in a globalized market, local features of Taiwan will become a propelling force for industries seeking to boost their values. Incidentally, small and medium enterprises also function as the primary force that drives the growth of our national economy. In addition to insisting on innovative development, we must dedicate more effort to the development of experience economy and the marketing of local stories to appeal to consumers to experience the beauty of Taiwanese townships, their cultures, histories and industries in order to convey the unique charms of authentic Taiwan by shaping OTOP’s image of quality and boosting the value and competitiveness of our local industries!

Director General Small and Medium Enterprises Administration, Ministry of Economic Affairs

3OUTSTANDING EVENTS ON 2013 PROGRAM OF OTOP LOCAL CULTURAL INDUSTRY TOURISM AND CHANNEL EXPANSION /

簡介

活絡地方經濟促進在地就業

Vitalize Local Economy, Promote Local Employment

計畫緣起

地方產業發展近年在中央各部會及地方政府之

重視與資源投入輔導推廣下，地方特色產品品質、

設計與創新皆有明顯地提升與改善，為臺灣地方特

色產業注入一股創意活水。

臺灣地方特色產業經過 20多年來的淬鍊與發展，已培養出許多極具地方特色魅力之亮點企業與

區域，累積多條充滿臺灣原真性之地方特色遊程，

亦是吸引國際觀光客來臺及帶動國內消費重要之利

器；長期而言，地方產業發展之行銷策略，需要兼

顧國內、外市場通路，並做策略性布局，提供滿足

消費者需求之服務，方能為地方業者帶來實質的效

益，協助臺灣 OTOP產業提升國際市場能見度及市場佔有率。

願景與目標

隨著數位科技的一日千里，行銷通路不斷創新，

產品生命週期急速縮短，為深耕永續臺灣地方產業

的發展，本計畫願景目標如下：

1 前瞻策略，完整布局

掌握產業趨勢與市場脈動，同時整合內外部專家學

者，提出具前瞻性之策略規劃，並發展出具體之行

動方案，除供中央做為政策方向決策之參考依據，

期同時引領地方產業朝增進績效方向前進，創造中

央及地方雙贏局面。

Introduction

「OTOP地方產業遊程及通路拓展計畫」簡介


2 優化產品，加值服務

建構完整之臺灣地方特色產品及服務資料庫與加值

平台，即時更新產品資訊，提供通路業者充足之產

品資訊，蒐集消費者多變動的需求，回饋加值平台，

以提供具差異化的服務，期為顧客創造獨特價值，

提高長期顧客的忠誠度，進而帶動地方特色業者之

營收成長，創造地方產業競爭力。

3 推廣感動，刺激消費

在推展 OTOP形象上，「提高顧客好感，強化市場曝光」是規劃的必要前提，結合臺灣 OTOP的共同形象，整合融入於特色產品與優質服務的行銷介面，

以創造維持臺灣 OTOP優質整體形象。

4 人進物流，國際接軌

以 OTOP全通路之思維，轉化 OTOP標章授權通路為地方產業接軌國際的窗口，同時彙整海外市場資

訊，刺激並引導國內業者持續創新與精進技術，使

產業良善循環永續發展；另外在旅遊市場上，除持

續臺灣內需旅遊市場之推展外，亦同時發展因應國

際觀光客需求之主題旅遊，吸引國際旅客前來，親

身體驗臺灣鄉鎮在地文化、歷史、產業之美，傳達

原真臺灣獨特魅力，創造產業在地新價值。

計畫整體推動構想

以地方產業之產品、企業、遊程三大核心，發

展於 OTOP地方特色加值網，藉即時資料庫互動，輔以實體虛擬通路授權及創造之亮點行銷活動，刺

激消費，達成各項計畫目標。


Program Origin

With the attention of Taiwan central and local governments, and the resources invested in the development of local cultural industries in

recent years, the quality, design and innovation of local cultural products have shown obvious enhancement and improvement. This has in turn injected lively creativity into Taiwan local cultural industries.

Through over 20 years of development, Taiwan’s local cultural industries have fostered many outstanding enterprises and localities rich in local charm. They have also accumulated many featured tours full of Taiwanese authenticity to draw international tourists and drive domestic consumption. In the long run, the marketing strategy behind the local cultural industry development requires a balance of domestic and foreign distribution. With strategic planning, it offers consumers satisfying services, brings local proprietors substantial benefits, and enhances the international visibility and market share for Taiwan’s OTOP industries.

Program Vision

With advances in digital technology and the ongoing innovation in marketing channels, the shelf life of merchandise has been drastically shortened, and market volatility is without doubt in dangerous waters. To foster deep and sustainable development of Taiwan local cultural industry, the program scope and goals are as the follows:

1. A complete planning and a forward-looking strategy.

To grasp industr ial trends and current market condit ions whi le simultaneously integrate domestic and foreign specialists and scholars, a forward-looking strategy has been deployed and a concrete action plan has been developed. In addition to functioning as a policy reference for central authorities, this program is expected to lead local industries towards performance enhancement and create a win-win situation for both the central goverment and local economies.

2. Product enhancement and value-added services

This program aims to build a complete database and a value-added platform for Taiwan’s local cultural products with real-time product information. It also provides channel operators with sufficient information of product and changeable consumer demands to feedback the value-added platform in order to offer differentiated services, creating unique value for customers and raise up their loyalty. It then drives revenue growth for local proprietors and creates competitiveness of local cultural industries.

3. Advancement of emotional connections and consumption encouragement

To promote the OTOP image, “facilitating customers’ favorable impression

1.

2.

3.

INTRODUCTION OF OTOP LOCAL CULTURAL INDUSTRY TOURISM AND CHANNEL EXPANSION PROGRAM


and strengthening market exposure” is a prerequisite for planning. This program infuses the OTOP image into the marketing interface cultural products and quality services in order to create and maintain an overall positive image of Taiwan OTOP.

4. Tourism Growth, product distribution and global connection.

With the concept of the omnichannel, this program aims to transform the licensed OTOP channels into local industries’ gate to the world. At the same time, it gathers overseas market information to stimulate and guide local proprietors to constantly innovate and advance their techniques, thereby sustainably deveoping a positive industrial cycle. Moreover, in the aspect of tourism, in addition to the expansion of domestic tourism, it adopts thematic tour packages in response to international tourist demands, thereby attracting them to experience the beauty of Taiwanese townships’ cultures, history and industries. In this way, the unique charm of authentic Taiwan is conveyed and new value for industries is created.

Program Framework

Centered on products, enterprises and tourism of local industries, this program has developed the OTOP Products and Services Website. Through a real-time interactive database supplemented by the authorization of both physical and virtual channels as well as marketing activity highlights, it encourages consumption and therefore achieves the program goals.

創新服務-

即時資料庫互動







遊程 Tourism

企業 Enterprises

產品 Products

新絲路 New Silk Road

新進化 New Evolution

新視野 New Vision

新瘋潮 New Crazes

新服務 New Services

創新服務

臺臺灣臺灣OTOP灣灣OTOPOTOP全OTOP全通路創新服務全全通路創新服務通路創新服務通路創新服務Innovative omnichannel services of

Taiwan OTOP omnichannelomnichannel services of services of

OTOP前瞻策略完整布局

A Forward-looking Strategy Complete Planning

推廣感動刺激消費 Advancement of Emotional Connections Consumption Encouragement

人進物流國際接軌 Tourism Growth and Product Distribution Global Connection

優化產品加值服務

Product Enhancement Value-added Services

忠誠行銷-O

TOP

會員卡發行

Innovative Services: A R

eal-time Interactive D

atabase

Loyalty Marketing

: Issue of OTO

P Mem

bership Card

s

OTOP Products and Services Website

4.


目錄CONTENT

序Foreword

2013 OTOP地方特色遊程推廣Taiwan OTOP Tour Promotion

計畫簡介Introduction

2013第二屆臺灣 OTOP優質企業獎2013 2nd Taiwan OTOP Enterprise Awards

目錄Content

臺灣地方特色產業與世界的橋樑 OTOP館OTOP Stores: the Bridge between the World and Taiwan Local Cultural Industries

2013第七屆臺灣 OTOP產品設計獎2013 7th Taiwan OTOP Product Design Awards

OTOP官方網站OTOP Official Website

02

10

04

24

34

08

28

38


基隆市 Keelung City漫遊山海基隆港都山海繽紛旅Roam the colorful mountains and coastal area of the port city of Keelung

臺北市 Taipei City樂活臺北北投禪風文化漫步The LOHAS Taipei-Beitou Zen Culture Walk

新北市 New Taipei City窯到鶯歌趣Go to the Interesting Yingge Kilns

桃園縣 Taoyuan Country 桃園文化輕旅行A culture-lite tour of Taoyuan

臺中市 Taichung City幸福祕境尋訪山城祝福之旅Happy Secret Site - the tour of happiness to a mountain village

南投縣 Nantou Country 尋找賽德克巴萊清境農場一日遊In Search of Seediq Bale – a Day Tour of Nantou´s Cingjing Farm

嘉義縣 Chiayi Country 創意新港布袋純鄉An Innovative New Harbor and the Rural Township of Budai

宜蘭縣 Yilan Country 五結 YUMMY 芽米好吃好玩好感動Wujie Yummy - Delicious, fun & moving

花蓮縣 Hualien Country 金色花海稻浪原鄉之旅 ( 二日遊 )Hometown tour of golden sea of flowers and waves of grain (2-day tour)

澎湖縣 Penghu Country 白沙聚星生態樂園 ( 三日遊 )The Baisha Juxing Ecology Paradise

Keelung City

Taipei City

New Taipei City

Taoyuan Country

Taichung City

Nantou Country

Hualien Country

Penghu Country

Chiayi Country

Yilan Country

基隆市

臺北市

新北市

桃園縣

臺中市

嘉義縣

澎湖縣

宜蘭縣

花蓮縣

南投縣


OTOP產品設計獎

設計著重於發掘臺灣在地特色，創新再造經典，

傳達 OTOP 核心精神「原真臺灣 x 創意城鄉」

Taiwan OTOP Product Design Awards

2013第七屆臺灣 OTOP產品設計獎

經濟部中小企業處自 2007年起舉辦「臺灣OTOP產品設計獎」，鼓勵臺灣地方特色產品創新，促進地方特色產業的設計美學更貼近大眾需要、傳

遞臺灣生活文化與在地精神。歷屆得獎廠商不僅提

升了品牌知名度，帶來豐碩的業績，並擴大通路銷

售點及消費客群，對臺灣地方特色產品推廣有極大

的幫助。

臺灣 OTOP產品設計獎媒合地方特色產業與設計界合作，舉辦了 7屆帶動民間再投資額超過 2,700萬元，評選出 68件具創新價值的地方特色產品，並榮獲多項國際設計大獎，如紅點、iF等，帶動地方產品接軌國際。

2013年第七屆臺灣 OTOP產品設計獎主題設定為「原真風尚」，設計著重於「發掘臺灣在地特

色、創新再造經典」，以臺灣原真感動及在地特色，

融合時尚設計，使地方特色產品展現新意，再造臺

灣經典風尚好禮。本屆臺灣 OTOP產品設計獎共選出 10名產品設計獎 (生活工藝類 5名、產品包裝設計類 5名 )，11名創新佳作獎 (生活工藝類 5名、產品包裝設計類 6名 )。每名產品設計獎得獎者將頒發 8萬元等值商品、獎座 1座及獎狀 1紙，創新佳作獎將頒發獎狀 1紙以茲鼓勵，並輔以多元化行銷宣傳，提升得獎作品知名度與商機。

本計畫另於迎接國際旅客的桃園國際機場第一

航廈藝文空間及第二航廈 D4登機口櫥窗展出臺灣OTOP產品設計獎得獎作品，呈現臺灣地方特色產品之設計力、創新力及產品力，以吸引旅客駐足欣

賞不同的藝術文化之美，建立其對臺灣地方特色產

品的良好印象及認同感，並提高臺灣地方特色產品

國際能見度。

The designs focus on exploring Taiwan's local specialities and creating legends through innovation to present the core concept of OTOP “Authentic Taiwan, Creative Towns”.

此外，本年度亦協助歷屆得獎廠商參與 4場展售會，如 2013城鄉禮讚‧台北嘉年華、2013臺北國際觀光博覽會、2013 臺灣 OTOP主題展暨頒獎典禮及 2013臺灣國際觀光特產展，讓更多的地方特色業者、採購商、通路業者及喜好特色產品的民

眾得以接觸優質臺灣地方特色產品；並透過多元的

廣宣如發行 eDM、電子媒體、平面媒體、廣播、網路社群等，創造超過新臺幣 100萬元媒體效益，提升「臺灣 OTOP產品設計獎」知名度及得獎產品的曝光與銷售。


OTOP2013 7th TAIWAN OTOP PRODUCT DESIGN AWARDS

Since 2007 the SMEA of the Ministry of Economic Affairs (MOEA) has held the OTOP Product Design

Awards in order to encourage product creativity in Taiwan’s local cultural industries and promote design aesthetics that are closer to public sensibilities, thereby transmitting a sense of Taiwanese lifestyle and local spirit. The award winners of each year have benefitted from boosted brand exposure, and substantial sales along with the expansion of distribution channels and customer base. The awards offers significant aid to the promotion of various local cultural products of Taiwan.

The “Taiwan OTOP Product Design Awards” have matched up local cultural industries with the design circles, which has resulted in more than NT$ 27 million of private re-investment by selecting a total of 68 local cultural products of innovative values over 7 years. These products have gone on to win several international design awards (i.e. the Red Dot, iF and etc.) to bridge local products to the world.


of Taiwan’s local cultural products. These displays attract tourists and travelers to stop for a moment in their path to appreciate the beauty of different arts and cultures and in turn foster their positive impression and recognition for these Taiwan local cultural products while increasing their international visibility.

In addition, we also assisted the winners to date to participate in four trade exhibitions, such as 2013 Taipei Urban and Rural Praise Carnivals, 2013 Taipei Tourism Expo, 2013 Taiwan OTOP Exhibition & Awarding Ceremony, and 2013 Taiwan International Tourism Souvenirs Exhibition, in order to get in touch with more proprietors buyers, channel operators and consumers with a liking for cultural products. Moreover, through diverse means of advertising (i.e. publication of eDMs, electronic media, print media, broadcasting, social networking ads and so forth), we were able to generate over NT$ 1 million worth of media publicity, which increased recognition of “Taiwan OTOP Product Design Awards” as well as the sales and exposure of award-winning products.

The theme of the 2013 7th Product Design Awards is "Authentic Trend". The designs focus on “exploring Taiwan's local specialities and creating legends through innovation”. Combining Taiwan's original touches and local characteristics with trendy designs, these products newly present souvenirs that are both classic and stylish. The winners of this year’s awards include 10 product design awards (5 entries for lifestyle crafts, 5 entries for product packaging design) and 11 honorable mentions for creativity (5 entries for lifestyle crafts, 6 entries for product packaging design). Each winner of the product design awards receives a prize (equivalent to NT$ 80,000 in value), a trophy and a certificate, while entries of honorable mention also receive certificates as a gesture of encouragement along with assistance in diversified marketing promotion to increase exposure and sales opportunities for the nominated entries.

We also displayed the award-winning OTOP products in the art & cultural space of Terminal 1 and the D4 boarding gate showcases in Terminal 2 at Taoyuan International Airport – the venue of reception and welcome for international tourists and visitors to present the design, innovation and appeal


2013得獎作品Award-winning Product

產品設計獎 ― 生活工藝類OTOP Product Design Awards ― Lifestyle Arts and Crafts

「雙手不過樑，事事都提量」創作過程探問兼具善

與美的可能，流動樹身延伸視覺，以手拉、手捏方

式將提樑略為右移以銜接另一端壺身。雙鶴君子風

立足壺身，歲寒之松亦友亦堅定，反應淡定的品茗

閒趣。【銅享】似刻意作舊的老銅化，不上釉以突

顯氣孔，以「陶」擬「銅」展演時間性質。

Tea pot handle is essential to the elegance of tea- tast ing. Therefore, beauty and

functionality, both, are important factors in the process of creating such tea pot handle. Molded by hand, the tea pot handle, like an expanding flow, connects the tea pot from one end to another. The Brass Teapot was made through the restoration burning and cooling process. Its antique-like look demonstrates the temperament of ceramic and brass. No glaze coating was added to elevate the multiple sense of tastes during tea-tasting.

銅享Brass Teapot Set

得獎廠商│張自立

Winner│ Tzu Li ChangTel│ 886-2-26793112


透過「玩」散發香味，以臺灣傳統童玩概念，將芳香劑與在地南投竹山鎮的天然「竹」結合，並採用傳統工藝呈現，發展出五種童玩芳香產品。竹藝童玩上設計了卡榫，可替換芳香補充劑。外盒以竹板製成具展示、收納功用，提升產品形象價值。

Enjoy fragrances while having fun! Combining bamboos from Nantou Zushan Villages with

the traditional Taiwanese children's folk games concepts and fragrances, five kinds of fragranced children's folk games are presented through traditional handicrafts. Fragrance refil ls are designed on the latches of these bamboo folk games. The carton is made of bamboo clapper, suitable for display and storage, the product image value is hence elevated.

長頸鹿母子燈是利用南投地區的竹子為素材，結合

高科技技術所打造出來的科技藝術品。內部獨特燈

頭是採用公司發明專利所製作出來高發光效率、無

疊影、不炫光的 LED燈具模組；燈頭及燈座可以360度旋轉，讓收納更便利；輕巧的造型，可搭配行動電源，方便帶著它一起去旅行！

This lamp is a high-tech artwork made of bamboos from the Nantou area. The interior

light socket is the company's invention patent of, h igh luminous efficiency, non-shadowy and glare LED lighting device. The light socket and stand can rotate in 360 degrees, enabling more convenient storage. Its handy design is perfect for traveling when used with portable charger.

芳香童玩好竹藝An Aromatic Bamboo Toy

長頸鹿母子燈Giraffes (Mother&Son)

得獎廠商│玩味兒 (台南應用科技大學 – 林佳汶、朱紋利、陳怡君、鄧琪穎、蔣翠瑄 )合作單位│牛車輪竹品坊

Winner│ Rotating Flavor ( Tainan University of Technology – Jia-Wun Lin, Chi-Ying Deng, Yi-Jun Chen, Wen-Li Chu, Tsui- Hsuan Chiang )Cooperative Unit│ Bullock Cart Wheel Bamboo WorkshopTel│ 886-985269431

得獎廠商│創芯綠能有限公司

Winner│ Chuang – Hsin Greenergy Co., LtdTel│ 886-49-2315268Website│ www.chuang-hsin.com


奉茶是客家人傳統美德，招呼客人時以碗當杯雙手

奉上茶水，呈現客家人「好客」天性與飲者充滿感

謝和敬意之心。古早碗對蓋，上為壺下為杯，古早

碗器型代表勤儉、樸實的特質，青花紋飾由簡單素

雅中展現出客家質樸的精神意象，也是台客藍時尚

極簡風格的代表。

Tea ceremony is a tradition virtue of the Hakka People. Presenting to guests a bowl-shaped

cup of tea with both hands, demonstrates the Hakka hospitality, enabling the guests to be deeply touched with gratitude and respect. This tea ceremony set is a teapot placed on top of the ancient bowled-shaped cup. The blue-white printed bowled-shaped cup represents the thrifty and simple characteristics of the Hakka people. It also represents the trendy blue prints fashion in Taiwan.

一心二葉是茶葉最嫩的部分，「心」是滋味所在，

「二葉」則是香氣的來源。一心二葉沏茶組將一心

二葉的精神淬鍊在設計思維上，將竹節的意向呈現

於杯組，可方便收納，壺身的部分巧妙的帶入一心

二葉的造型，讓人感覺到彷彿醞釀出溫厚的茶湯，

讓沏茶組陪您沏出茶的滋味。

One-tip two-leaf is the most delicate part of the tea leaf. The tip brings out the taste, where,

the two-leaf is the source of the tea aroma. The design of this tea set is based on essence of the One-tip Two Leaf tea. The tea cups are in shapes of bamboo and the One-tip Two-leaf shape was cleverly presented on the tea pot itself, Enjoy the warm and delicate tea tasting with this tea set.

奉茶壺組Gratitude Pot Set

一心二葉沏茶組Two Leaves Teapot Set

得獎廠商│世代陶瓷股份有限公司

Winner│ Sedai Ceramics Co. Tel│ 886-2-2552-1338Website│ www.hakka-blue.com

得獎廠商│點睛設計有限公司

合作單位│偉利陶瓷有限公司

Winner│ Dotdesign Co., Ltd. Cooperative Unit│Wei Li Ceramics Co., Ltd.Tel│ 886-2-25572887Website│ www.ddoott.com


產品設計獎 ― 產品包裝設計類OTOP Product Design Awards―Product Packaging Design

以祈福為設計主軸，將臺灣傳統文化意象 (拜拜、香、平安符 )與伴手禮融合，成為傳達祈求平安的在地伴手禮。

The core design concept is blessing. By combining traditional Taiwanese religious

culture (worshipping, incense and amulet) with souvenir, it wish to bring blessings to all those who receives it.

誠舖 (www.jinpo.com.tw)是一個收集臺灣職人手作商品的網路品牌，以老臺灣風格，結合古書直列式

編排出誠舖的概念，並參考古早茶葉用摺紙包裝方

式，包材少、單色印刷、堅持使用環保可分解材質，

強調手工包裝呈現手感，紙材同報紙，於運送時有

吸震防濕功能，確保商品配送安全品質。

Jinpo is a famous online brand which specializes in hand-made merchandises of the Taiwanese

professionals. Jinpo's creation concept is combining past Taiwanese style with the vertical display of ancient books. It also uses the ancient tea paper packing method; mono-color printing and simple packing material. Insisting using only the environmental decomposable material and emphasizing on giving the hand-made packing a soft touch. The paper material is like newspaper, absorbs shocks and damp proof, which ensure the merchandises a most safe quality of delivery.

媽祖祈福款Matsu's Blessing Set

誠舖邱媽油蔥Jinpo Auntie Chiu's Scallion Oil

得獎廠商│林金生香

合作單位│蔡惠敏設計師

Winner│ Lin Chin Sheng Hsiang Pastry ShopCooperative Unit│ Hui-Min TsaiTel│ 886-4-2383-3757Website│ www.1866.com.tw

得獎廠商│姚紹惠

Winner│ Sophia YaoTel│ 886-976-285-798Website│ www.jinpo.com.tw


釀造一甲子的經典美味，產期限定的美濃白玉蘿蔔

採用牛皮紙感包覆瓶口表現，呈現經典最初老缸釀

造的精神。明德長期與臺灣各地農園合作，將各種

食材採用簡約風格呈現，希望能將這份熱情原封傳

遞給消費者，品嚐到最自然與健康的田園美味。

Classic delicacy brewed over 60 years, the seasonal limited White Jade Turnip from Mei-

Nong area, is bottled and sealed with kraft paper, taking on the original aging brewery essence. For years, Mingteh cooperates with plantations all around Taiwan to present the food ingredients in a sample style. By doing so, they wish that all consumers would also feel their passion while enjoying the most healthy and natural garden delicacy.

品竹花器在不同角度觀看皆有不同竹之風景，將產

品「景」的概念延伸至包裝，體古人透窗賞竹之思

古幽情，以鏤空傳統古窗作為包裝主視覺，包裝外

觀還可隱約看見品竹花器的竹節，四角燙金以建築

中的「透雕拖木」為元素，使用如意造型轉化作為

點綴，讓低調的包裝多了一股不凡。

From different angles, you will see different bamboo sceneries presented on the vase. The

bamboo sceneries are extended to the package design. The ancient people enjoys watching the beautiful bamboo scenery through their window, therefore, the package also has the hollow-carved window designs so that the vase inside can be seen. The four golden corners on the box is an element derived from architecture. The "Ru-Yi" design, which means good fortune, adds an extraordinary touch to the package.

白玉蘿蔔禮盒Jade Radish Gift Set

品竹花器組Pin-Chu Vase

得獎廠商│明德食品工業股份有限公司

合作單位│艾得彼創意設計有限公司

Winner│ Mingteh Food Industry Co., Ltd.Cooperative Unit│ Idbee Branding DesignTel│ 886-7-6296448Website│ www.mingteh.com.tw

得獎廠商│格瑋國際有限公司

Winner│ Geway International Co., Ltd.Tel│ 886-4-7878866Website│ www.geway.net


21取自二一茶栽的 21概念，古典音樂有章節，並融入喝好茶如同聽見好音樂的概念。甘醇回香的滋

味，猶如聽見美妙的旋律一般，口齒留香，其韻味

猶如迴盪在耳邊的美聲，清耳悅心。嘉義阿里山的

高山茶，處於山林之間，自然的滋養獨特的環境是

臺灣阿里山才有的高山茶，原生的在地，才能有原

真的風味。

The sweet after taste is like hearing a beautiful melody or like the taste lingering in the mouth

while the music lingers in the ears. So pleasing to both the heart and the ears. Due to its unique nutrient nature environment, high mountain tea can only be found in Alishan, Jiayi. Primitive is the key to authentic taste.

二十四節氣是古老中國獨有曆法，二十四節氣準確

而優美地描述一年四季的自然景觀與人們應如何營

生。此系列產品以柔性貼近生活方式，連結季節變

化，讓人重新認識節氣重要性，激發減碳思想。賦

予手錶新的生命力，讓手錶不再只是功能性的計時

器，而是表現個人生活態度的媒介。

The 24 Sola Terms are uniquely found in ancient Chinese calendar. The 24 Solar

Terms accurately and beautifully describes the nature scenery and people's ways of living. This series demonstrates a subtle way of living related to seasonal changes. People are once again, introduced to the importance of the Solar Terms, at the same time, energy saving concepts aroused. The watches are no longer merely a tool of telling the time, rather, they are given a new prospective as they would also represent a person's attitude towards living.

21茶栽 ― 21山嵐樂章禮盒21 Tea House ― 21 Mountain Symphony Gift Set

與時間的約定 ― 十二月花神系列手錶Engagement with Time ― The Twelve - Months Flora Series Watch Collection

創新佳作獎 ― 生活工藝類OTOP Product Design Awards Honorable Mention ― Lifestyle Arts and Crafts

得獎廠商│麥傑廣告

合作單位│葉文成茶業有限公司

Winner│ Magic Creative DesignCooperative Unit│Wen-Cheng Tea FirmTel│ 886-2-2719-2996Website│ www.magic868.com.tw

得獎廠商│新典約有限公司

Winner│ New Classic Design Co., Ltd.Tel│ 886-7-5360096Website│ www.ingenuity.com.tw


金九地區因礦業而崛起，也因礦業而凋零，之後進

而轉型觀光，持續的向世人敘述著以往的榮光，也

讓人們了解到這群勞動階級的辛勞。在設計中將最

具礦工代表工具十字鍬的意像融入茶具設計中並賦

予貴金屬閃耀的色澤，用以紀念這辛苦勞工的價值

與地位。

Jinjiu was famous for its coal mine industry. With the falling of the coal mines, the area

transformed into a tourist attraction, continuous demonstrating to people its glorious past, at the same time, make people aware of the hardwork of these coal miners. The miner's pick, best symbol representing the miners, is found in the design of the tea set, presented in distinguished gold, in honor of the these hardworking miners' value and status.

大籠頂晨曦、朝露清涼、喚醒一心二葉，投身沸水、

琥珀般玉液溫潤喉韻、溫暖心房。真實生活態度，

休閒時尚風格，藉由飲茶提升人與人的情感緊密度。

提盒為出遊做準備，盒蓋翻轉便是茶盤，拿出阿里

山茶與日出意象的茶壺與茶杯優雅品茗。

Tea tasting is, a living attitude and a trendy leisure style. As our hearts are warmed and

our throat moisturized by the One-tip Two leaf tea, relationship between people are also brought together more closely. This handled box is your perfect traveling companion. The box cover, once turned over, becomes a tea plate. Alishan tea and sunset resembled tea set are also inside for an elegant tea tasting.

漫步山城，憶、金九Gold Pickaxe Tea Set

茶旅Travel Tea Set

得獎廠商│嘉義天然莊

合作單位│千葉設計公司

Winner│ Chiayi Natural GrangeCooperative Unit│ Leafdesign Co., Ltd.Tel│ 886-5-2752417Website│ www.naturaltea.com.tw

得獎廠商│格瑋國際有限公司

Winner│ Geway International Co., Ltd. Tel│ 886-4-7878866Website│ www.geway.net


周朝貨幣的造型結合臺灣吉祥物―劍獅元素，劍獅

的形貌具有寬額、額上畫「鹽」字圖案、圓眼怒瞪、

裂嘴咬七星劍的造型。劍鋒由右朝左表示辟邪，由

左朝右表示祈福，攜帶在身隨時都能感受到劍獅的

保祐與庇護。再放入專屬自己的生日彩鹽，封口後

為專屬個人的個性。

Chou Dynasty money have the Sword-Lion, mascot of Taiwan, as a design factor. Sword-

lion has a wide forehead, with the Chinese character "Salt" on it. Its got round and angry eyes, and its mouth biting on a Seven-Stars Sword. If the sword blade points to the left, it means to get rid of bad luck, and if pointing to the right, it would mean in praying for better luck. Having the Sword-lion with you at all time is like having 24 hours protection by the Sword-lion. Personalize the Sword-lion by filling it with your birthday colored salt.

臺灣原生褲襪從諺語、歌謠、原生物種為創作起點，

期望創作更多臺灣生命力的表現。透過設計織畫到

褲襪上，運用特殊的織印呈現在其中，展現出既迷

人又活潑的樣彩。

Creat ion of the Taiwan Nat ive Elements Patterned Tights starts from proverbs, ballad

and native elements, expressing Taiwan's vitality. With the lively design prints on the tights, charm and vivacity are brought to life.

366彩鹽劍獅366 Colored Salt Sword-Lion

臺灣原生褲襪Taiwan Native Elements Patterned Tights

得獎廠商│夕遊鹽之有悟

Winner│ Soul of SaltTel│ 886-6-3842889Website│ www.sio-house.com.tw

得獎廠商│臺灣儂儂褲襪股份有限公司

合作單位│點睛設計有限公司

Winner│ Taiwan Non No Co., Ltd.Cooperative Unit│ Dotdesign Co., Ltd.Tel│ 886-2-29560366Website│ www.non-no.com.tw


本設計概念以花與節氣為主，提醒我們傳統二十四

節氣之珍貴，是順應自然的生活美學。外盒包含春

夏及秋冬兩種不同花卉插圖設計，可串聯排列，六

個不同的面排列呈現整片花園景象，其中以臺灣蝴

蝶作為連結 (蝴蝶王國 )，以立體造型呈現，使包裝充滿豐富創意。如畫般陳述產品故事。

Flowers and solar terms are the main concepts of this design. We are reminded that, the

traditional 24 solar terms are so precious because they reflect the beauty of our living nature. The gift box has two kinds of flower designs; spring and summer design, and the fall and winter design. These floral designs are presented on the six sides of the box, creating a complete garden scenery. The stereoscopic Taiwan butterfly design adds a final creative touch to the gift box, enable it to tell a story of the product through the picturesque design.

【野樂茶】鶯歌燒罐裝高山紅茶乃梨山、阿里山、

鶯歌、草屯的茶農及工匠聯手完成的作品，職人們

於製作過程裡，蘊藉出「茶」與「器」的對話，說

的是紅茶滋味的深入人心與風土，陶冶茶葉的傳承

與沈靜美學，木盒的溫暖手感與收納的茶飲山水，

他們說著關於茶的綺麗夢想。

Delight Tea is a joined-creation of various artisans and mountainous tea farmers of

Lishan, Alishan, Yingge and Caotun. Through the "tea" and " tea utensil", a story is told about how the taste of black tea wins over the heart of people and becomes a way of living, and about the heritage and subtle beauty of tea-making. The warming wooden texture box not only stores tea leafs, but also their enchanted dreams of tea.

與時間的約定―十二月花神系列手包裝錶Engagement with Time ― The Twelve-Months Flora Series Watch Package

【野樂茶】― 鶯歌燒罐裝高山紅茶Delight Tea ― High Mountain Black Tea with Yingge Ceramic Cans

創新佳作獎―產品包裝設計類OTOP Product Design Awards Honorable Mention ― Product Packaging Design

得獎廠商│新典約有限公司

Winner│ New Classic Design Co., Ltd. Tel│ 886-7-5360096Website│ www.ingenuity.com.tw

得獎廠商│也樂商號

Winner│ Ello Company Tel│ 886-2-2914-5134Website│ dailyfresh.pixnet.net/blog


「茶履」代表茶農的步伐一步一腳印成就品茶文化，

上蓋翻轉是茶盤，茶盤首重平穩，代表茶農們的穩

定與堅持。靜心品茶，領略甘美；敬心品茶，珍惜感恩，用上蓋與盒內對比的設計，表達文人雅士輕

鬆品茶的同時，背後正是一群阿里山茶農所付出的

勞力與心力。

Steps, the tea farmers attained the tea tasting culture with every single steps they have taken

along the way. The top cover becomes a tea plate once flipped over. The steady tea plate represents the steadiness and persistence of the tea farmers. Tea tasting in serenity, taste the sweetness of the tea with cherish and gratitude. The design contrast of the top cover and its inside serves as a reminder of the tea farmers' handwork and dedication to those refined people as they elegantly taste the tea.

2013年花壇鄉農會帶領鄉民共同進行產業提升，挑戰栽種無毒茉莉花，期間雖受到種種打擊，但終克

服萬難成功推出產量稀少的「茉莉語茶」。茉莉花

壇夢想館的卡通明星 Julie守護每朵珍貴的無毒茉莉，外盒設計結合花壇鄉各著名景點，值得您細細

品味。

In 2013, the Huatan Farmers' Association lead all the villagers into a industrial upgrade by

growing non-toxic Jasmine flowers. During the process, they encountered numerous difficulties and obstacles, but at the end, they succeeded in growing the extremely limited "Jasmine Tea". The Jasmine Huatan Pavilion of Dream cartoon character mascot, Julie, watches over every single non-toxic Jasmine flower. Famous scenic spots are presented on the gift box designs. The product is worth everyone's delicate flavor fine taste.

茶履Steps

茉莉語茶Jasmine Flower Tea

得獎廠商│嘉義天然莊

合作單位│千葉設計公司

Winner│ Chiayi Natural Grange Cooperative Unit│ Leafdesign Co., Ltd.Tel│ 886-5-2752417Website│ www.naturaltea.com.tw

得獎廠商│禾翌創意有限公司

合作單位│彰化縣花壇鄉農會

Winner│ PH7 Creative LabCooperative Unit│Huatan Farmers´AssociationTel│ 886-4-7867821Website│ www.ph7lab.com.tw


華剛茶品系列禮盒，使用手工盒樣式，上蓋中間挖

洞與下蓋的華剛茶 LOGO崁入吻合，提升質感，強調「精品送禮」之意念；單罐以簡約形式來呈現品

牌的時尚與高雅，運用品牌標準色及品牌標誌來增

強產品的視覺印象，除了視覺的美感外，更能充分

突顯產品之特性。

This tea gift box is hand-made. The tea can top fits perfectly into the Hua Gan tea logo on

the can. This unique high quality design puts an emphasize on the exquisite gift-giving concept. Each tea can has a simple, yet elegant design, which is in accordance with the brand's image. The brand standard color and logo are used to enhance the visual effect of the product and its uniqueness.

高山種植的茶葉，除了環境土壤的純淨度優於一般

茶葉之外，佶仕生機施以自然農法的概念，秉持不

施用農藥、化學肥料及除草劑，並加上獨有的農耕

管理技術，茶樹就如山林間的珍寶，紮根最純粹的

土壤、呼吸最純淨的空氣，淋浴天地間靈氣成長，

茶樹和環境原生物，祥和共存，享有這塊土地。

Growing on the high mountains, tea leafs have a much better soil and environment.

Gishi Organic uses nature plantation method; no chemical pesticide, fertilizer or herbicide are used. Together with agricultural management skills, their tea plantation are like treasures among the forests, rooted on the purest soil, breathing the cleanest air. The tea trees coexist harmoniously with the environment, just as the sky coexists with the land.

華剛茶品系列禮盒Hwa Gung Tea Gift Box　

佶仕生機 ― 自然農法阿里山烏龍茶Gishi Organic ― Natural FarmingAlishan Oolong Tea

得獎廠商 │華奧博岩品牌創研有限公司合作單位│華剛茶業有限公司

Winner│ Fair Brain Design Co., Ltd.Cooperative Unit│ Hwa Gung Co., Ltd.Tel│ 886-4-2322-8777Website│ www.fairbrain.com.tw

得獎廠商│汎羽行

合作單位│佶仕生機國際有限公司

Winner│ Fengworks Design OfficeCooperative Unit│ Gishi Organic International Co., Ltd.Tel│ 886-2-2715-3380Website│ www.fengworks.com


OTOP特色遊程Taiwan OTOP Tour Promotion

2013年遊程推廣主題設定為「全民揪團出遊趣」，由 OTOP PAK旅行社聯盟推薦選出 10條2013年推廣之 OTOP地方特色遊程。藉由舉辦OTOP記者會暨媒體踩線團、拍攝 OTOP遊程微電影方式露出，由 OTOP PAK旅行社聯盟於銷售專頁進行推廣，並異業結盟與全家便利商店集團合作，

共同出刊發行「全民公投！ OTOP臺灣十大特色旅遊雜誌」，由多元管道進行 OTOP遊程推廣，期望讓民眾對 OTOP遊程留下豐富且深刻的印象，全年度 OTOP遊程推廣已帶動 2萬以上觀光人次，並促進超過 1.5億觀光收益。

2013 OTOP地方特色遊程推廣

2013 OTOP地方特色遊程記者會暨媒體踩線團由經濟部卓士昭次長帶領 30位媒體朋友，於 6月 7日假桃園「郭元益糕餅博物館」、「壹等賞茶園景觀餐廳」及「江記豆腐乳文化館」展開，記者會內容包含 2013年 OTOP遊程推廣重點及 10條 OTOP特色遊程優惠活動介紹，公布並啟動 3條精選遊程【兩人同行一人免費】限量優惠方案，鼓勵大家一同揪團參加 OTOP地方特色遊程；踩線團帶領媒體記者實地探訪 OTOP遊程景點及店家，深入瞭解當地特色店家發展故事、經營理念及產品製造過程。本次活動創造電視報導 2則、平面報導 7則、網路報導及部落客文章40則，總計 49則媒體露出，藉由媒體對 OTOP遊程親身體驗的報導，讓民眾能對OTOP遊程有更深入的瞭解。

OTOP PAK旅行社聯盟，透過遴選出之雄獅旅行社、燦星旅行社、山富旅行社、時報旅行社、易飛網旅行社及東森旅行社所組成，以 OTOP PAK銷售網站之銷售專區、介紹專頁、FB粉絲團、店頭看板露出、雜誌專刊廣告、平面媒體廣告，並搭配2013年 10月 ITF臺北國際旅展活動，進行 OTOP特色遊程販售及行銷，本銷售聯盟出團人數已超過 2,000人次，讓更多的民眾認識 OTOP遊程及店家，發現臺灣各地之美，並藉此讓地方特色產業成長，促進地方整體經濟發展。


2013 OTOP地方特色遊程推廣

與臺視團隊合作拍攝 10大特色遊程微電影短片，以 10大特色遊程為主題，透過影像傳達 OTOP在地之美，呈現 OTOP店家特色，於 OTOP PAK旅行社聯盟店頭數位電視、臺視官方網站、臺視旅

行節目官方網站、YouTube、各地方政府及 OTOP年度主題活動播放露出，以生動活潑的方式，吸引

民眾注意，並引發民眾深入瞭解 OTOP遊程。完整OTOP微電影內容請至 OTOP愛旅行網查詢，網址為 http://travel.otop.tw/youtube.php

與全家便利商店集團合作出版 OTOP旅遊指南手冊，報導主題結合 101年度網路票選出的 OTOP十條人氣旅遊路線，共計編印發行一萬本於便利超

商通路販售，上架區域遍及全臺。藉由通路的普及

率，更廣泛地推動 OTOP遊程，並藉由雜誌附贈的讀者優惠券帶動 OTOP店家業績，使 OTOP遊程推動對地方特色產業有所助益。

OTOPTAIWAN OTOP TOUR PROMOTION

Fun Tour for All was chosen as the theme of 2013 tour promotion, and the 10 featured tours

were recommended and promoted by the OTOP PAK travel agency alliance in 2013. Through events such as press conferences and media expedition, production and exposure of OTOP tour micro-cinema, and means of travel agency alliance for joint promotion on their respective websites and horizontal alliance with Family Mart Corporation to jointly publish the “People’s Choice of Top 10 OTOP Tours in Taiwan” guide book, these diverse channels of OTOP tour promotion were designed to leave fruitful and lasting impression of OTOP tours for the general public. The annual efforts of the OTOP tour promotion have created more than 20,000 tourist attendance and generated over NT$ 150 million of tourism revenue.

The 2013 OTOP Local Cul tura l Tour Press Conference & Media Expedition comprised of Mr. Cho Shih-Chao, the Vice Minister of the Ministry of Economic Affairs, along with 30 representatives from the media, embarked on a brief tour on June 7 to visit local attractions including the “Kuo Yuan


Ye Museum of Cake & Pastry” (in Taoyuan), “Best 01 Tea Garden” and “Jiang Ji Fermented Bean Curd Cultural Gallery”. Contents of the press event included the announcement of the focus of 2013 OTOP tour promotion and the overview of the special promotions for the top 10 OTOP feature tours. In addition, the organizers also announced the commencement of the limited promotional packages of “Two for One” for the three selected tours to appeal to the general public to sign up for the featured OTOP tours. The media expedition involved the participation of journalists to join in the visits to the featured OTOP attractions and factories to gain a deeper understanding of the stories of development of local cultural stores, their management philosophies and the processes of product manufacturing. The event led to 2 instances of TV coverage, 7 instances of print media coverage, 40 instances of online coverage and blog reports, coming to a total of 49 instances of media exposure. With media coverage that stemmed from reporters’ own experience with OTOP tours, the general public would be able to gain a better understanding of OTOP tours.

After a process of careful selection, the OTOP PAK travel agency alliance consists of members including Lion Tours, Star Travel, Richmond Tours, CTS Travel Service, EzFly and ETholiday. The OTOP PAK alliance has been actively promoting and selling OTOP feature tours through the exclusive promotion and introduction section of its official website, FB Fan Page, store billboard exposures, advertisement on magazines, commercials on print media in conjunction with the International Travel Fair held in October this year. Consequently, the alliance has attracted more than 2,000 visitors and thus allowed

more people to learn more about OTOP tours and stores while discovering the beauty of many places across Taiwan. This would facilitate the growth of local cultural industries and propel overall economic growth of different regions.

The micro-cinema for 10 featured tours produced in collaboration with the TTV team focused on the 10 tours as the theme to present the beauty of OTOP attractions and shop features through visual images. These short video clips are broadcast on digital TVs installed at OTOP PAK alliance stores, TTV’s official website, the official websites of TTV travel programs, YouTube, portals websites of local governments and at annual OTOP theme events as a way to draw the attention of the viewers and inspire them to find out more about the OTOP tours through a lively and energetic presentation. For the entire contents of the OTOP micro-cinema, please visit the OTOP Travel Website: http://travel.otop.tw/youtube.php.

The “People’s Choice of Top 10 OTOP Tours in Taiwan” guide book published jointly with Family Mart Corporation covers the top ten most popular tour routes voted by participants in the “2012 OTOP Tour Award”. A total of 10,000 copies the magazine has been printed and published for distribution through convenience stores. The guide book is widely available on the shelves of convenience stores across Taiwan. Thanks to the prevalence of convenience stores, the publication has enabled more extensive promotion of OTOP tours and the reader coupons that are bundled with the guide book also helped to boost the sales for featured OTOP stores, thus enabling the promotion of OTOP tours to bring benefits to local cultural industries.

花蓮縣

基隆市

宜蘭縣

新北市

臺中市

臺北市

南投縣

澎湖縣


NO 行程名稱Tour Name

地區Place

行程內容Itinerary

1漫遊山海基隆港都山海繽紛旅

A fun tour roaming the sea and the mountains along Keelung Harbor

基隆Keelung

臺北車站→中正公園→役政公園→二砂灣砲台→風味午餐→國立海洋科技博物館→八斗子公園→海洋廣場→廟口夜市→賦歸Taipei Main Station → Chung Cheng Park → Conscription Park → Urshawan Battery → Local Style Lunch → National Museum of Marine Science & Technology → Badouzi Coastal Park → Maritime Plaza → Miaokou Night Market → Return

2樂活臺北

北投禪風文化漫步LOHAS Taipei

Zen Cultural Stroll thru Beitou

北投Beitou

臺北車站→北投溫泉博物館賞古蹟→梅庭賞墨寶→地熱谷賞溫泉奇觀→品嚐北投傳統市場小吃→銀光巷步道漫步→北投文物館→賦歸Taipei Main Station → Historic Tour of Beitou Hot Springs Museum → Plum Gardens Calligraphy Tour → Tour of the Geothermal Valley Hot Springs Wonders → Sampling traditional Beitou night market dishes → Silver Light Alley Walkway → Beitou Museum → Return

3 窯到鶯歌趣Fun with Yingge Kilns

鶯歌Yingge

臺北車站→臺華窯‧頂級陶瓷工藝→鶯歌麵包窯→鶯歌在地文化小健行→玩陶 DIY陶藝體驗→賦歸Taipei Main Station → Taiwan´s Chinese Kilns & First-Rate Ceramic Art → Yingge Kiln-Baked Bread → Local Yingge Culture Hike → DIY Pottery Experience → Return

4 桃園文化輕旅行Light Cultural Tour of Taoyuan

桃園Taoyuan

臺北車站→龍潭大池→桃園客家文化館→活魚餐廳→石門水庫→大溪老街→大溪陵寢→慈湖→賦歸Taipei Main Station → Longtan Lake → Taoyuan Hakka Culture Center → Fresh Fish Restaurant → Shimen Reservoir → Daxi Old Street → Cihu → Return

5幸福祕境

尋訪山城祝福之旅Happy Secret Site - the tour of

happiness to a mountain village

臺中Taichung

臺北車站→千樺花園→菇神景觀餐廳→新社莊園→沐心泉→賦歸Taipei Main Station → CH Garden → Gushen View Restaurant → Summit Resort → Mu Hsin Chuan Nature Villa → Return

6尋找賽德克巴萊清境農場一日遊

Looking for Chingjing Farm

南投Nantou

臺北車站→埔里酒廠→金都餐廳→途經人止關→青青草原→日本公學校原址→霧社事件紀念公園→造紙龍手創館→賦歸Taipei Main Station → Puli Shaohsing Brewery → Jin-Du Restaurant → Rest Stop → Evergreen Grassland → Japanese Public School Site → Wushe Incident Memorial Park → Puli Paper → Return

7

創意新港布袋純鄉

Creative Hsinkang & Budai Townships (2-day tour)

嘉義Chiayi

第一天―臺北車站集合→板陶窯交趾剪黏工藝園區→板頭阿兄 :板頭藝術拍照地點→香藝文化園區→新港香藝庭園餐廳→民宿 Check in第二天―享用早餐→布袋鹽田→好美鱟花園．海上森林體驗→布袋漁港午餐→鰲鼓溼地→伴手禮採買→賦歸Day 1 – Gather at Taipei Main Station → Bantaoyao Crafts Studio for Cochin Ceramics & Jiannan Mosaics → Bantouaxiong: Bantou Art Photo Venue → Incense Artistic Culture Garden → Hsinkang Incense Arts → Check in Garden Restaurant → Bed & Breakfast Check-inDay 2 – Enjoy Breakfast → Budai Salt Pan → Haomeiliao Nature Preserve & Coastal Forest Experience → Lunch in Budai Fishing Harbor → Souvenir Shopping → Return

8五結 YUMMY芽米好吃好玩好感動

Wujie Yummy - Delicious, fun & moving

宜蘭Yilan

臺北車站集合→二結王公廟→二結穀倉→孝威社區割稻飯→凸桑鴨賞或謝記鴨賞或溪和食品→體驗小河文化鴨母船→賦歸Gather at Taipei Main Station → Erjie Wang Kung Temple → Erjie Barn → Siaowei Community Husked Rice → Mr. Two Duck or Tse Kee Duck Or Siho Foods → River Culture Yamu Boat Experience → Return

9

金色花海稻浪原鄉之旅 (二日遊 )

Hometown tour of golden sea of flowers and waves of grain

(2-day tour)

花蓮Hualien

第一天―臺北車站集合→松園別館→立川漁場→林田山→花蓮糖廠第二天―飯店早餐→六十石山→羅山有機村→風味午餐→鐵份瀑布→安通溫泉→賦歸Day 1 – Gather at Taipei Main Station → Pine Garden Pavilion → LiChuan Aquafarm → Lintienshan → Hualien Sugar FactoryDay 2 – Hotel Breakfast → Lioushihdan Mountain Wetland → Roshan Organic Village → Local Style Lunch → Teifen Waterfall → An-Tong Hot Spring → Return

10白沙聚星生態樂園

(三日遊 )Baisha Pagoda Ecopark

(3-day tour)

澎湖Penghu

第一天―臺北松山機場→馬公→中屯風車→跨海大橋→西台古堡→二崁古厝→通樑古榕→大菓葉柱狀玄武岩→龍海產加工廠→丁香魚文化館第二天―南海巡航～桶盤嶼、虎井嶼、望安嶼、七美嶼→古蹟巡禮～四眼井、中央街、施公祠、萬軍井、順承門、潘安邦故居第三天―青灣海洋牧場～海上巡航、餵海鱺、釣花枝→回程賦歸Day 1 – Taipei Songshan Airport → Makung → Jhongtun Windmills → → Kuahai Bridge → Hsitai Castles → Erkan Historical Houses → Tongliang Great Banyan → Floral Pattern Basalt Columns → Dragon Seafood Processing Plant → Silver Anchovy Culture MuseumDay 2 – South China Sea Cruise of Tongpan Islet Hujing Islet, Wangan Islet & Cimei Islet → Historic Tour of Four-Eyed Wells, Central Street, Shigong Temple, Soldier´s Wells, Shuncheng Gate, Pan An-Bang´s HouseDay 3 – Qing Wan Sea Farm: Sea Cruise, Feeding Eels, Catching Squid → Return

2013 OTOP 10條地方特色遊程Ten Local Tours of "Let's Travel For Fun" for 2013


OTOP優質企業獎

The 2nd Taiwan OTOP Enterprise Awards were held in order to motivate proprietors to boost

their energy for sustainable management so as to achieve continued entrenchment of One Town One Product (OTOP) identity image and exposure. With the focus on “Heritage” as the theme for the event, the awards are designed to acknowledge the emergence of second-generation proprietors, the passing down of techniques, experiences, services and boosting innovative capabilities in order to accomplish the goals of passing down the flame of

tradition to complete the circle of life. Among these outstanding businesses, the most representative Taiwan OTOP enterprises were chosen and received the SMEA’s assistance with relevant marketing promotion in order to shape and consolidate the outstanding OTOP” brand image. Hopefully, these businesses will deliver their unique spirit of corporate culture, features and value-added innovations and services to appeal to consumers and thereby create heart-touching new values.

Taiwan OTOP Enterprise Awards

為鼓勵業者提升永續經營的能量，持續深化

OTOP（One Town One Product，一鄉鎮一特產）識別形象及知名度，舉辦「臺灣 OTOP優質企業獎」。活動以「薪傳」為主題，意即透過薪火二代

接班及技術、經驗、服務的傳承，強化創新的能力，

2013 2nd Taiwan OTOP Enterprise Awards

Sustainability Entrenchment AccountabilityCorporate management for sustained development

Entrenchment for close local integrationPropelling prosperity of local industries

達成薪火相傳、生生不息的目標。從中選出具代表

性之臺灣 OTOP優質企業並協助相關行銷推廣，打造 OTOP標竿優良的品牌意象，期望以其提供的企業文化精神、特色及附加的創意開發、服務，吸引

消費者體驗感受，創造令人感動的新價值。

永續深耕責任

企業經營永續發展

深耕在地緊密結合

帶動地方產業繁榮

2013 第二屆臺灣 OTOP優質企業獎


三代共同經營的家族事業，目前由第三代長孫林祐安負責

商品研發與經營管理。從小看著祖父輩做肥皂，不捨家族

事業就此消失，於是靈機一動，將三峽在地特產碧螺春綠

茶、天然茶樹籽及天然有機原料研磨入皂，研發出最健

康、最天然的「有氧活皂」，自創「茶山房」品牌肥皂，

也是全臺灣唯一的浮水皂。2006年底於三峽老街開立第一家門市並轉型為觀光工廠，開啟了老產業的新生命。阿

公曾說：「做肥皂是ㄧ項良心事業」，我們謹記阿公的交

代，將腳步停留在原地，繼續做不危害人、不危害環境的

茶摳，讓更多人享受清爽無負擔的潔淨。

Chui Shan Fang is jointly run by three generations of family members. Presently, Lin You-An, the

eldest grandson of the founder, is in charge of product development, company operation and management. Having grown up as a child watching his grandfather and relatives making soap, Lin had sentimental feelings for his family business and was reluctant to see it fade out in the midst of competition. Inspired by a moment of an epiphany, Lin developed the most healthy, most natural “tea soap” by using Biluochun green tea (a local cultural

新竹摃丸為新竹「風城」在地名產之一，海瑞摃丸在結合

地方特色理念之下，創造了新竹市人的第一品牌。黃海瑞

先生是新竹最早有記載經營摃丸製作的創辦人，1976年在原地址西門街創立「海瑞摃圓店」，並交由第二代黃文

彬先生接手傳承。黃文彬先生除了研究摃丸加工技術外，

更與食品機械業者共同研發現代化設備來減輕人力負擔，

改善生產流程，朝摃丸製作與批發方向邁進，目前交棒給

第三代黃世凱先生。從源於一甲子的傳統祖業，並領先同

業於 2009年取得 ISO 22000及 HACCP食品安全管理系統雙驗證，這一切讓海瑞摃丸相信，只要用心，任何的企

業都有可能成為明日之星。

Pork Pork balls are one of the renowned specialties of Hsinchu – the “Windy City”. Driven by a vision to

incorporate distinct local features, the Hairei Meatball Store has created the No.1 brand that represents the spirit of Hsinchu. Huang Hai-Rei, founder of the earliest licensed meatball manufacturing business in Hsinchu, opened the Hairei Meatball Store on Ximen Street in 1976. The store was later passed down to Huang Wen-Bing, the 2nd generation owner of the business. In addition to studying new meatball processing techniques, Huang Wen-Bing

翠山房事業有限公司 (茶山房 )Cha Shan Fang Soap Co., Ltd. (Cha Shan Fang)

海瑞食品有限公司Hairei Food Co., Ltd.

also worked with food machinery manufacturers in the development of modern equipment in order to alleviate manpower demand while improving existing production processes so as to steer the company towards mass production and wholesales. Huang has entrusted the company to Huang Shi-Kai, the 3rd generation owner, to manage the family business that has gone on for more than 60 years. Hairei Meatball has secured its lead in the industry by becoming accredited to both the ISO 22000 and HACCP food safety management system standards in 2009. These achievements have convinced everyone at the Hairei Meatball Store that any company has the potential to become the star of tomorrow as long as one devotes fully toward his goal.

product of Sanxia), natural tea seeds and other organic materials as ingredients. His idea led to the creation of the “Cha Shan Fang” brand of soap products – the only whipped soap manufactured in Taiwan. At the end of 2006, Lin opened the first retail store along Sanxia Old Street and converted the family business into a tourism factory, thus breathing new life into the aged industry. Lin’s grandfather once said, “Soap making is an honest business,” and Lin has never forgotten those words. And thus, Chui Shan Fang shall continue forth on its course by making healthy, environmentally friendly tea soap so that more consumers will be enjoy better cleansing experience.


新竹人從小吃到大的進益摃丸創始 1938年，最早在新竹城隍廟口販售手工摃丸，歷經父業子承的家庭式工廠，到

廣納各領域專業人士進行生產與經營，率先開創流水型自

動生產規模。第三代葉聰敏先生積極延續先祖父、父親的

勤奮精神發揚家業，還至日本肉廠フヅチク株式會社擔任

技術顧問，創立以文史導覽及摃丸 DIY體驗為主的「進益摃丸文化會館」，讓更多人認識新竹的文史、摃丸產業的

發展，近年更榮獲 HACCP食品安全檢驗及新竹十大伴手禮之肯定。每一步成長與傳承的根基全是秉持「食品是良

心事業」的精神，無論丸類產品或服務，敬業做好、做對

每個細節。

Jinyi Pork Balls – one of the local favorites that those from Hsinchu have grown up eating, began its history in 1938

when the Yeh family peddled its handmade pork balls at the entrance of Hsinchu’s City God Temple. The business later evolved into a family factory that was passed down from fathers to sons before growing into a respectable automated manufacturing business with streamlined production and modern management, thanks to the accommodation of many experts from different fields. Yeh Cong-Min, the 3rd generation proprietor, has inherited the

1908年寶泉第一代陳允先生在臺中豐原三角街賣糕餅起家，第二代陳金泉先生繼承父業帶著身上僅有 31元現金遠赴日本，於 1943年在東京成立寶泉製果本舖；1975年第三代陳增雄在當時號稱餅窟的豐原設立寶泉本店，

成功改良傳統月餅，創始小月餅聲名大噪，第四代陳坤

宏先生承襲薪火接班及技術、經驗、服務的傳承，陸續

研發露之果、日月燒等寶泉獨家商品。隨著第五代從西

方唸書歸國的年輕新血加入，秉持「用心作餅」的態度，

延續寶泉重傳統中創新的立業精神，以誠心誠藝的理念，

提供給消費者全新的餅食文化與享受，讓百年基業如湧

泉，生生不息。

In 1908, Paochuan Food’s first generation founder Chen Yun started his pastry business by selling pastries at

Triangle Street of Fengyuan in Taichung. Chen Jin-Chuan, the 2nd generation owner of the business, courageously went to Japan with nothing but NT$ 31 in cash to start a new venture in Tokyo. In 1943, Chen Jin-Chuan opened his first (Paochuan) Pastry Store. In 1975, the 3rd generation owner Chen Tseng-Hsiung set up the Paochuan Store in Fengyuan (renowned then as the Home of Pastry). He successfully transformed

進吉食品有限公司 (進益摃丸 ) Jinchi Food Co., Ltd. (Jinyi Pork Balls)

寶泉食品股份有限公司Pao Chuan Food Industry Co., Ltd.

the traditional moon cake by creating “mini moon cakes” and brought instant fame to his business. Inheriting the spirit, techniques, experience and service of his father, Chen Kun-Hong, the 4th generation owner, continued to develop and create exclusive products under the Paochuan brand such as the Italy cheese mochi and the red bean mochi. The century-old family business has welcomed its 5th generation owner, who has returned from his Western education abroad to bring new youthful energy to the brand name. Insisting on the attitude of “total devotion on pastry-making”, the new owner strives to carry forth Paochuan’s entrepreneurial spirit of creating innovation from tradition and adhere to the philosophy of honest commitment and honest craft so as to deliver a brand new pastry culture and enjoyment to consumers, thereby paving the way towards sustainability for the company.

diligence from his grandfather and father and aggressively enhanced the family business. He later accepted the invitation from the Japanese meat processing company Futsuchiku ( フヅチク ) to become the company’s technical consultant and dedicated himself toward the establishment of “Jinyi Meatball Cultural Center”. The center offers a collection of historical exhibits along with meatball DIY experience workshops for visitors to better understand and appreciate the historical development of Hsinchu’s culture and meatballs. In recent years, the company has also been accredited to the HACCP food safety standards and chosen as one of Hsinchu’s Top 10 souvenirs. Every step of the company’s growth and the foundation of heritage has only been made possible due to the insistence on the spirit that “Food must be an honest business” and it is this belief that has inspired Jinchi Food to focus on every aspect of its products and services by being professional and paying attention to even the smallest details.


添興窯於 1955年成立於集集綠色隧道邊，1980年因應臺灣陶瓷生態之轉變率先轉型為以「陶藝文化結合觀光」的

多元化經營，為臺灣現存仍以產作為主的最老窯場之一，

保留一座仍在燒陶的老蛇窯，是至今已 58年的創窯。現任主人林清河為南投縣陶藝學會創會長，長期在建立代代

相傳的基礎，如今第四代均已進入管理核心，並準備於二

年內完全接下營運工作。添興窯堅持「做自己‧自己做」

的原則，建立自己的風格特色，自力設計生產，除仍繼

續發展陶藝產作，積極推展傳承工作外，更積極繼續推動

「集集鎮陶藝造鎮工作」，成為帶動集集小鎮走上文化觀

光的「火車頭」。

Ten Shing Kiln was established near the Jiji Green Tunnel in 1955. As the domestic pottery industry

waned during the 1980s, Ten Shing Kiln took the initiative to diversify its operation which “combined cultural ceramics with tourism”. Since its initiation, Ten Shing Kiln has become one of the oldest kilns in Taiwan still in production, with an old “snake kiln” that is now 58 years old. The current owner Lin Qing-Ho is also the founding chairman of the Nantou Ceramic Art Association. Operating from the basis of family heritage, the 4th generation members have

創辦人葉文成先生於 21歲那年喝到第一杯從父親手中的好茶，決定放棄服裝師傅的工作，下鄉投入栽種不假手他

人。成立了自有品牌二一茶栽茶葉形象館，緣起就在於

「傳承」，二一是一組數字，也是一生的堅持，秉持著對

茶業的堅持與對臺灣土地的關愛，把老父親堅持的信念及

臺灣製茶的工藝和正宗的好茶滋味給傳襲下來；也為了不

讓這傳統產業產生斷層，故堅持與嘉義大同技術學院產學

合作，讓下一代能夠感受到「茶美學」及「茶文化」所帶

來的感動，更要讓消費大眾能更加了解臺灣茶業的甘醇、

潤澤，給予消費者最直接也最具價值的好茶。

Yeh Wen-Cheng, the founder of Yeh Wen Cheng Tea Co., Ltd., made up his mind to take on a new career

at the age of 21 after having tasted the very first sip of the marvelous tea that his father brewed. He promptly decided to quit his job as a costume tailor in order to lead a new life as a tea famer in the countryside of Taiwan. Inspired by the notion of “heritage”, Yeh founded his original brand of “21 Tea House – Tea Image Hall”. To him, “21” is not only a numerical combination but also a lifelong commitment. Propelled by his insistence on tea plantation and his love

添興窯陶藝事業股份有限公司Ten Shing Kiln Ceramic Art Co., Ltd.

葉文成茶業有限公司 (二一茶栽 )Yeh Wen Cheng Tea Co., Ltd. (21 Tea House)

for the land of Taiwan, Yeh is determined to pass down his father’s beliefs, techniques of Taiwanese tea-making and the wonderful flavors of local tea. In order to avoid gaps in this traditional industry, Yeh has insisted on collaborating with Tatung Institute of Technology in Chiayi so that the future generation are able to savor the experience of “tea aesthetics” and “tea culture” while enabling more consumers to appreciate the fragrance and smoothness of Taiwanese tea by directly offering quality tea of the best value.

joined the management and prepared to fully take over the task of operation and management within two years. Ten Shing Kiln has insisted on the principles of “Be yourself and do it yourself” to establish its unique style and features in its designs and productions. In addition to continuing with ceramic art production and actively promoting relevant heritage works, Ten Shing Kiln will focus more on the promotion of “Jiji Ceramic Art Township” in the hopes of becoming the “locomotive” that will drive the township towards the path of cultural tourism.


「東東餐飲企業」成立至今已 20年歷史，秉持「服務至上、不斷改善、克勤克儉、永續經營」之經營理念，以發

展餐飲為主。在家族辦桌料理的淵源影響下，由傳統路

邊、廟會、社區辦桌走向餐廳經營，建立各式不同品牌

餐飲，組織架構逐步邁向企業管理體制。臺灣地區目前有

14個品牌，為大臺南地區民眾提供多樣化的餐飲服務，更積極參加外貿協會舉辦之「臺灣名品展」，從臺南餐飲

版圖跨足觀光產業與前進大陸，推廣臺南市「府城擔仔

麵」、「府城鮮蝦捲」等臺南道地美食小吃，對於各式的

餐飲觀光等產業之經營皆能創造出最亮眼的成績。

With 20 years of history since its initiation, “Tung Tung International Enterprise” has insisted on its

management philosophy of “Service First, Continuous Improvement, Industrious and Frugal, Sustainable Management” with its emphasis on food and beverage development. With its roots from traditional family catering services, the company has gradually evolved from traditional roadside catering, temple fair catering and community catering into restaurant management. With the establishment of various food and beverage

舊振南餅店創立於清光緒 16年 (西元 1890年 )，百年來堅持以手工製作精緻糕餅而名聞遐邇，深耕臺灣，傳承至

今已踏實走過兩甲子。用心守護百年古早味，更是臺灣餅

業人文史上第一個把百年做餅製程寫進祖訓裡的老字號，

也是專心用心將餅藝永續傳承的人文餅店。致力提升糕餅

文化與構築生活美學，以堅定的承諾將喜悅、信任之品牌

精神，將人文、美感、食材揉為一體，藉由溫暖手感紮實

揉入餅皮內餡中，堅持低糖、低油、不添加防腐劑，以及

純手工製餅的原則，用心以誠、餅藝獨具、永續傳承，一

步一腳印深耕臺灣的核心價值，展望未來的另一個世紀！

Jiu Zhen Nan was founded in 1890. For more than 100 years, the pastry shop has insisted on its tradition of

exquisitely handmade pastries, which have brought fame to the company. Jiu Zhen Nan has taken root in Taiwan and has passed on its fine traditions for more than 120 years. As the first store in the Taiwan pastry industry to include its century-old pastry processes into its ancestral teachings, Jiu Zhen Nan has not only diligently adhered to its celebrated recipes but also committed itself to becoming a pastry shop that is dedicated, focused and driven to pass on its outstanding heritage. Striving towards

東東餐飲企業Tung Tung International Enterprise

舊振南食品有限公司Jiu Zhen Nan Ltd.

the elevation of Taiwan’s pastry culture and shaping of lifestyle aesthetics, Jiu Zhen Nan pledges to meld its brand spirit of joy and trust with culture, aesthetics and quality ingredients into one. Insisting on principles of low-sugar, low-grease, no preservatives, and 100% handmade pastry, with the warmth of bakers’ hands mixing into the fillings, Jiu Zhen Nan shall uphold its sincerity, exclusive craft in pastry-making and sustainable heritage to consolidate its core values for operations in Taiwan so as to pave the path of success for another century.

brand names, the company’s organizational structure also gradually shifted towards the corporate management system. Presently, Tung Tung operates a total of 14 brand names across Taiwan to deliver diverse dining services for residents of the Greater Tainan area. From the food and beverage domain the company has created in Tainan, Tung Tung has endeavored to venture into the tourism industry and offshore investments in Mainland China. The company has also actively taken part in the “Taiwan Trade Fair” organized by TAITRA by promoting various local delicacies such as “Fucheng Dantzu Noodles” and “Fucheng Shrimp Rolls” to show that the company has the capability to deliver the best results of diverse operations of culinary tourism.


政益食品有限公司前身為東發海產加工廠，早期都是以傳

統代工為主。靠山吃山靠海吃海，這是政益食品多年來一

直從事海產加工食品的堅持，不斷研發新產品，並為各大

廠代工鱈魚香絲、櫻花蝦、魚鬆、魚干等各式水產加工食

品。2009年 8月 8日，一場無情的水災徹底毀了政益食品近 50年的努力；風雨過後轉型自有品牌，重新以「鮮饌道」出發，並成立五感體驗的觀光工廠，將公司近 50年的文化與發展過程及加工過程演變保留下來，除了行銷

自有產品，並結合林邊、東港附近產業及大鵬灣國家風景

區成為一個觀光、休閒、旅遊、教學、文化的好所在。

Known formerly as Tongfa Seafood Processing Factory, Jen Yi Food Corporation started out as a traditional

OEM business. “Making good use of local resources” has always been the principle that guides Jen Yi Food Corporation in its operations of seafood processing. In addition to developing numerous new products and manufacturing various processed aquatic products (i.e., cod fish snack, sergestid shrimps, fish floss, dried fish and so forth) for several major brands. Unfortunately, the devastating flood that occurred on August 8, 2009

發跡於 1920年代，早期在龜山島海域捕魚維生，民國 46年阿嬤成立「溪和漁行」，利用自家的竹筏捕撈漁獲，並

在外澳海邊搭建起簡陋的「魚寮」，進行近海的�仔魚、

丁香魚、四破魚、小卷等水產品加工作業；第二代簡溪焰

董事長利用自製機器將加工魚產品做分級包裝以提升品

質，逐漸建立口碑與行銷通路；第三代簡大新總經理於利

澤工業區成立 HACCP食品加工廠，並於 2樓設立「溪和三代目展示館」，除了展示宜蘭魚寮產業的特色與文化，

結合工廠生產與觀光休閒，提升產值並帶動區域發展，並

陸續開發網路宅配、有機商店、便利商店鮮食廠等通路，

為宜蘭傳產轉型發展的標的。

Initiated in the 1920s, the company started out as a modest fishing business that harvested fish in the waters

of Guishan Island. In 1957, the grandmother of the owner established “Siho Fish Trade” and relied on catching fish on a bamboo raft. In addition, she also set up a makeshift “fish shack” by the shore of Wai-Ao to perform simple processing of various fish (i.e., whitebait, silver stripe round herring, white-tipped mackerel, inshore squid and so forth) caught in nearby waters. President Jian Xi-Yan, the 2nd generation owner, introduced independently developed

政益食品有限公司Jen Yi Food Co., Ltd.

溪和食品有限公司Siho Food Co., Ltd.

machinery to create graded packaging for processed aquatic products in order to improve quality and gradually built up the company’s reputation and marketing channels. The 3rd generation General Manager Jian Da-Xing established a HACCP certified food processing plant in Lize Industrial Area and set up the “Siho 3rd Generation Exhibition Hall” on the 2nd floor of the facility. In addition to displaying the unique features and culture of Yilan’s fishing industry, the facility incorporates factory production and recreational tourism to enhance production values and facilitate regional development. Siho Food has been actively developing various distribution channels (i.e., online delivery, organic store, fresh food plant for convenience stores) to become a role model of industrial transition for Yilan’s traditional businesses.

completely wiped out nearly 50 years’ worth of the company’s hard work. Nonetheless, the company endured the challenge and started out afresh with its original brand of “Seadawn”. Jen Yi also set up a tourism factory that offers different sensory experiences for visitors with exhibits of Jen Yi’s culture and history of aquatic processing development that spans for almost 50 years. Apart from the marketing of products, Jen Yi has also collaborated with other local industries from Linbian, Donggang and Dapeng Bay National Scenic Area to turn the region into an ideal spot for tourism, recreation, travel, education and culture.


與世界的橋樑OTOP Stores: the Bridge between the World and Taiwan Local Cultural Industries

近年來，經濟部中小企業處除了透過推動「一鄉鎮一特產」輔導政

策，積極發展地方特色產品外，並開始逐步拓展臺灣 OTOP品牌行銷通路，結合全臺灣地方特色產品，布建國際市場通路。在經濟部中小企

業處輔導協助之下，於觀光客人潮聚集處，如日月潭、高鐵站成立臺灣

地方特色產品館，藉由風景區的遊客人潮、交通運輸場域的遊客，將臺

灣特有優質文化與內涵傳遞至全臺各個角落，甚至傳遞至世界各國。

推動 OTOP通路授權提升整體認知

經濟部中小企業處為了協助地方產業業者行銷特色產品，自 2011年起推動「臺灣地方特色產品通路標章授權使用業務」，遴選合格之通

路商授予OTOP通路標章使用權利，共同行銷優質臺灣地方特色產品，拓展產品銷售管道，擴大地方特色產業商機，提升市場競爭力，帶動地

方特色產業成長。透過通路 OTOP專區規劃，提升品牌知名度、整體認知度，增加營運獲利，亦提供觀光客與民眾購買優質臺灣地方特色產

品之管道。

另搭配「OTOP地方特色加值網（http://mall.otop.tw）」，其為全臺最大優質地方特色產品網站，亦為通

路、企業、消費大眾洽詢及採購特產

最佳平台，藉此創造雙贏局面，發揮

整體綜效。

臺灣地方特色產業與世界的橋樑 OTOP館


OTOPTHE BRIDGE BETWEEN THE WORLD AND TAIWAN LOCAL CULTURAL INDUSTRIES

In recent years, the SMEA under the MOEA has been actively developing local cultural products through

the promotion of the One Village One Product (OTOP) counseling policy. It has also started the gradual expansion of marketing channels for the Taiwan’s OTOP brand, incorporating local cultural products across Taiwan to promote international distribution. Under the SMEA’s counseling assistance, the local cultural product stores were established at tourist attractions and meeting points such as the Sun Moon Lake and the High Speed Rail Stations. Through the flows of tourists into the scenic spots and passengers of the public transportation, the unique Taiwanese culture and properties are transmitted to all the nooks and crannies of Taiwan and even reached out tothe world.

Promote Authorization of OTOP Channels and Increase General Awareness

In order to help local proprietors to market cultural products the SMEA has begun the “channel authorization and operation of Taiwan local cultural products.”. It selects qualified channel operators and grant the right to use the OTOP channel logo in order to jointly promote quality Taiwan cultural products, expand the product distribution, increase business opportunities of local cultural industries, raise their competiveness and therefore propel their growth. Through such planning of exclusive OTOP channels, the brand awareness of relevant proprietors is enhanced and their sales revenues are enlarged. In the mean time, tourists and the general public alike are provided with the access to purchase quality local cultural products.

In addition, this measure is supplemented with the “OTOP Products and Services Website”, the largest quailty website of Taiwan local cultural products. It functions as the best platform for channel operators, enterprises and the public to place price inquries and purchase local specialities, which will then create a win-win situation and overall synergy.


單位名稱 Company

地址 Location

營業時間 Business Hours

電話 Telephone

淡水亞太飯店Asian Pacific Hotel

新北市淡水區中正東路一段3巷1號No.1, Ln. 3, Sec. 1, Zhongzheng E. Rd., Danshui District, New Taipei City 251, Taiwan

全年無休On duty all year 02-26255333

亞熱帶-松山機場候機室Taipei Songshan Airport

臺北市松山區敦化北路340之9號No.340-9,Tun Hwa N.Rd., Songshan District, Taipei10548

05:30~21:00 02-33435429

亞熱帶-松山機場捷運站SUBTROPICS-Songshan Airport Metro Station

松山機場捷運站1.2號出口通道Songshan Airport Metro Station 05:30~21:00 02-33435429

五楠圖書用品台大店Wunanbooks-NTU Store

臺北市羅斯福路四段1號No.1, Sec. 4, Roosevelt Rd., Da´an Dist., Taipei City 106, Taiwan

週日～週四 10:00~22:00 / 週五～週六 10:00~22:30Sun-Thu 10:00-22:00 / Fri-Sat 10:00-22:30

02-23683380

財團法人手工業推廣中心Taiwan Handicraft Promotion Center

臺北市中正區徐州路 1 號No.1, Xuzhou Rd., Zhongzheng Dist., Taipei City 10055, Taiwan

09:00-18:00 02-23933655

亞熱帶-中正紀念堂Chiang Kai-Shek Memorial Hall

臺北市中正區中山南路21號No.21, Zhongshan S.Rd., Zhongzheng Dist.,Taipei City 10048, Taiwan

06:00~18:00 02-33435429

新東陽-桃園國際機場寶島美饌名店街HSIN TUNG YANG-Specialty Store (Departure) at the Terminal 1

桃園縣大園鄉航站南路15號第一航廈出境大廳3樓3F, Departure Lobby, No.15, Hangzhan S. Rd., Dayuan Township, Taoyuan County 337

06:22-23:00 03-3834885

新東陽-桃園國際機場環島特產旗艦店HSIN TUNG YANG-Specialty Store (Departure) at the Terminal 1

桃園縣大園鄉航站南路 15號第一航廈出境大廳 3 樓3F, Departure Lobby, No.15, Hangzhan S. Rd., Dayuan Township, Taoyuan County 337

08:00-23:00 03-3834696

新東陽-桃園國際機場台灣特產.精藝品展售館HSIN TUNG YANG-Taiwan´s special-ty and craftwork store at the Terminal 1

桃園縣大園鄉航站南路15號第一航廈入境大廳1樓(SUBWAY旁)1F, Departure Lobby, No.15, Hangzhan S. Rd., Dayuan Township, Taoyuan County 337

06:00-22:00 03-3932527

采盟免稅店-桃園國際機場第二航廈D區Tasa Meng-Taiwan Taoyuan Interna-tional Airport Terminal 2

桃園縣大園鄉航站南路 9號第二航廈 3 樓3F, Departure Lobby, No.9, Hangzhan S. Rd., Dayuan Township, Taoyuan County 337

08:00-23:00 03-3833133

義美-桃園國際機場台灣銘品館I-Mei Foods Co. Taiwan Gallery

桃園縣大園鄉航站南路9號第二航廈出境大廳3樓3F, Departure Lobby, No.9, Hangzhan S. Rd., Dayuan Township, Taoyuan County 337

08:00-23:00 03-3982156

新東陽-關西服務區HSIN TUNG YANG-Guanxi Service Area

新竹縣關西鎮東安里11鄰上三屯14號No.14, Shangsantun, Guanxi Township, Hsinchu County 306

全年無休On duty all year 03- 5876600


單位名稱 Company

地址 Location

營業時間 Business Hours

電話 Telephone

新東陽-清水服務區HSIN TUNG YANG-Cingshuei Service Area

臺中市清水區吳厝里 7 鄰東山路 143 號及 145 號No.143 &No. 145, Dongshan Rd., Neighborhood 7, Wucuo Village, Qingshui Township, Taichung County 436


五楠圖書用品台中店Wunanbooks-Taichung Store

臺中市中區中山路6號No.6, Zhongshan Rd., Central Dist., Taichung City 400, Taiwan

9:30-22:00 04-22260330

果子文創-吃果子拜樹頭Calligraphy Greenway

臺中市中興一巷6號2F2F., No.6, Zhongxing 1st Ln., West Dist., Taichung City 403

週一～週五 11:00-21:30/週六~週日10:00-22:30Mon-Fri 11:00-21:30/Sat-Sun 10:00-22:30

04-23270853

新東陽-南投服務區HSIN TUNG YANG-Nantou Service Area

南投市振興里南鄉路 250巷 142 弄 6 號No.6, Aly. 142, Ln. 250, Nanxiang Rd., Jhensing Village, Nantou City 540


旺豆食品-嘉義航空站Chiayi Airport

嘉義縣水上鄉榮典路1號No.1, Rongdian Rd., Shuishang Township, Chiayi County 608, Taiwan

06:30-19:30 (05)2777806

台灣鹽博物館Taiwan Salt Museum

臺南市七股區鹽埕里69號No.69, Yancheng, Qigu Dist., Tainan City 724, Taiwan

週一～週四9:00-17:00/週五~週日9:00-17:30Mon-Thu 09:00-17:00/Fir-Sun 09:00-17:30

06-7800990

香蕉碼頭Banana Pier

高雄市鼓山區蓬萊路23號No.23, Penglai Rd., Gushan Dist., Kaohsiung City 804, Taiwan

10:00-22:00 07-5612258

五楠圖書用品高雄店Wunanbooks-Kaohsiung Store

高雄市中山一路262號No.262, Zhongshan 1st Rd., Xinxing Dist., Kaohsi-ung City 800, Taiwan

09:30-22:00 07-2351960

太平洋森活世博旗艦店PACIFIC FRESH-World Expo Flagship Shop

上海市浦東新區世博館路99號B1B1, No.99, Shiboguan Road, Pudong District, Shanghai

09:00-18:00 021-5087-5015

上海寶饌貿易有限公司吳江門市Shanghai Bao Zhuan

上海市靜安區吳江路169號119A,127單元119A/127 Unit, No.169, Wujiang Road, Jing'an District, Shanghai

09:30-22:00 021-6288-2260

多樣屋上海旗艦店TAYOHYA-Shanghai

上海市徐匯區天等路188號No.188, Tiandeng Road, Xuhui District, Shanghai 10:00-22:00 021-6453-0011

神坊資訊-鯤生好品Tree Mall http://otop.treemall.com.tw/ 全年無休

On duty all year 0809-060-699

台灣那比達科股份有限公司NAVI Mall http://mall.taipeinavi.com/ 全年無休

On duty all year 02-25233883


OTOP官方網站OTOP Official Website

本計畫藉由串連「OTOP 地方特色網」、「OTOP愛旅行網」、「OTOP地方特色加值網」及 OTOP各活動網站、社群 (OTOP Facebook、OTOP Blog)，提供具資訊、採購、網路行銷、社群分享等功能，並滿足多元化的需求。同時，以吸睛

設計、豐富內容、舉辦行銷活動等，強化 OTOP網站成為全方位服務之平台，形塑 OTOP整體形象，建立消費者對 OTOP之良好印象及提升知名度。

OTOP 地方特色網「OTOP地方特色網」為臺灣地方特色產業的

交流平台，記錄臺灣地方特色產業的發展軌跡及最

新動態，亦是民眾獲得OTOP相關訊息的主要平台，並透過電子報的發布，提供網友最新的 OTOP行銷活動、主題旅遊、店家故事及部落格文章等。

This program offers a variety of functions, such as information, purchasing, network marketing,

online community sharing and so forth to satisfy consumers’ diverse needs, through interconnecting the “Taiwan OTOP Website”, the “OTOP Travel Website”, “OTOP Products and Services Website”, various OTOP event websites and OTOP community pages (i.e. OTOP Facebook, OTOP Blog). At the same time, elements such as eye-catching designs, rich contents and marketing events have been introduced to fortify the OTOP websites as a platform of holistic services to shape the OTOP’s overall image, build consumers’ positive impression of the OTOP and increase relevant awareness.

OTOP官方網站


想知道更多臺灣地方特色資訊嗎 ?Would you like to learn more information on Taiwan OTOP Website?

OTOP 地方特色網 Taiwan OTOP Website www.otop.tw

OTOPTAIWAN OTOP WEBSITE

The “Taiwan OTOP Website” functions as a platform of exchange for different local cultural

industries by keeping track of their development and latest news. In addition, it is also the main platform for the general public to obtain the information on OTOP products and services. Through the distribution of e-newsletters, the portal delivers contents such as the latest OTOP marketing events, themed travels, proprietor stories, blog articles and so forth to the online communities.

OTOP官方網站


想知道全臺趴趴走旅遊好去處嗎 ?Would you like to find out more interesting places in Taiwan?

OTOP愛旅行網 OTOP Travel Website travel.otop.tw

OTOPOTOP TRAVEL WEBSITE

The “OTOP Travel Website” brings relevant information on OTOP featured tours to the online

communities in order to attract more visitors to participate in local travels. Coupled with promotional packages from travel agencies, the website aims to promote domestic cultural tours so as to bring consumers to various OTOP regions across Taiwan, which will then boost local economies.

「OTOP愛旅行網」提供網友 OTOP遊程相關資訊，吸引消費者參與在地旅遊，並搭配旅行社的

促銷方案，推廣臺灣地方特色遊程，帶動消費者至

OTOP各地體驗觀光，振興地方經濟。

OTOP 愛旅行網


OTOP地方特色加值網「OTOP地方特色加值網」為臺灣地方特色產

品的交流平台，提供豐富優質及多元的臺灣地方特

色產品店家及產品資訊，便於一般網友、政府及企

業採購、通路採購商等，能快速搜尋、訂貨、詢價

及購買地方特色產品。經濟部中小企業處於 2012年開始辦理「優質臺灣地方特色產品推薦登錄」活動，

由各縣市政府及中央政府推薦優質臺灣地方特色產

品，經審查通過之產品將露出於全臺地方特色產品

最大網站 -「OTOP地方特色加值網」。2013年推薦登錄之產品類別由「加工食品」、「文化工藝」

及「創意生活」，再新增「休憩服務」、「在地美食」

及「節慶民俗」等六類，其中「節慶民俗」為跨類

別之主題式行程。

OTOP地方特色加值網廠商得透過雲端隨時更新其所屬網頁資訊及發布優惠訊息、免費報名參與

OTOP舉辦的多元行銷活動（如 OTOP網三節聯合網路行銷活動，網路新聞、關鍵字、banner廣告、eDM、電子報、實體 DM發予 1,888家公司等進行宣傳）、不定期收到 OTOP最新商情資訊（如國內外參展資訊、通路上架或商場招商情報、評選活動

及相關講座等），並提供產品資訊予 OTOP通路標章授權業者及相關通路業者，協助媒合虛擬、實體

通路，拓展地方特色產品之曝光率，提升銷售商機。

目前此網已審核通過包含 1,000多家廠商及2,800多件地方特色產品。此網主要功能涵蓋產品及店家資訊、訂貨及詢價 (金流及物流由廠商自行管理 )、資訊管理等，其中有熱門的Facebook留言、影片、主題商品、熱銷排行榜、促銷訊息及節慶民

俗旅遊推薦等。


OTOPOTOP PRODUCTS AND SERVICES WEBSITE

The “OTOP Products and Services Website” is a platform of exchange for various local cultural

products by offering rich and extensive information on local cultural stores and products as a channel for quick search, order placement, price inquiry and purchasing for the average consumers, government agencies, corporate buyers, channel purchasers and so forth. Starting from 2012, the SMEA of the Ministry of Economic Affairs init iated the “Registration for outstanding Taiwanese local cultural product recommendations” for various municipal governments and central government agencies to submit their recommendations for outstanding local cultural products. Qualified products would then be featured on the new “OTOP Products and Services Website” – the largest website for local cultural products in Taiwan. This year (2013), new categories of product recommendation such as “leisure services”, “local gourmet”, and “festival events” were added to the original categories of “processed food”, “cultural crafts” and “creative life products”, pushing the total number of categories to six. The category of “festival events” involves cross-category, thematic tour packages.

Qualified enterprises are allowed to regularly update information on their web pages, announce special promotions via cloud, and sign up (registration fee waived) for various OTOP marketing campaigns such as OTOP Website Joint-Marketing Campaigns of the three major Chinese festivals promoting via Internet news, keywords, banner advertisements, eDM, e-newsletters, physical DMs to 1,888


想瀏覽最大的優質臺灣地方特色產品網嗎 ? Would you like to take a look at the biggest website of outstanding Taiwanese local cultural products?

OTOP 地方特色加值網 OTOP Products and Services Website mall.otop.tw

companies and so forth. In addition, they will also receive the latest OTOP business information (i.e., domestic/foreign exhibitions, channel distribution, business solicitation information, nomination events and relevant seminars) on a non-regular basis. Product information will also be made available to OTOP licensed distribution channels and relevant operators to assist the matchmaking of virtual and physical channels in order to increase the exposure for local cultural products and create more business opportunities.

Presently, more than 1,000 enterprises and over 2,800 entries of local cultural products have been selected and introduced on the website. The primary functions of this website cover product and store information, order placement, price inquiries (proprietors are expected to manage their cash flow and logistics), information management and so forth. Featured functions include the popular Facebook messages, videos, theme products, ranking of popular products, promotional information, and recommendation for festive tours and etc.


發行單位經濟部中小企業處發行人葉雲龍地址臺北市中正區羅斯福路二段 95號 3樓電話 (02)2368-0816傳真 (02)2367-3883網址 www.moeasmea.gov.twOTOP網址 www.otop.tw總編輯甘薇璣編輯委員何晉滄、蘇文玲、雷世謙、楊正名、林佳欣

Published By：Small and Medium Enterprise Administration, Ministry of Economic Affairs

Publisher：Yun-Lung Yeh

Address：3F., No.95, Sec. 2, Roosevelt Rd., Zhongzheng Dist., Taipei City, Taiwan (R.O.C.)

Tel：+886-2-2368-0816

Fax：+886-2-2367-3883

Website：www.moeasmea.gov.tw

OTOP Website：www.otop.tw

Chief Planner：Wei-Ji Can

Editor Consultant：Chin-Tsang Ho, Wen-Ling Su, Shih-Chien Lei, Cheng-Ming Yang, Chia-Hsin Lin.

執行單位財團法人中衛發展中心編輯群張維華、李瓊瑤、林孟麗、陳祖裕、何雅芳、邱素珍、卓可涵、張韻潔地址臺北市中正區杭州南路一段 15-1號 3樓電話 (02)2391-1368傳真 (02)2391-1273

Execution Unit：Corporate Synergy Development Center, CSD

Editor：Wei-Hua, Chang, Qiong-Yao Li, Meng-Li Lin, Tsu-Yu Chen, Ya-Fang Ho, Su-Chen Chiu, Ke-Han Cho, Yun Chieh Chang.

Address：3F., No. 15-1, Sec. 1, Hangzhou S. Rd., Zhongzheng Dist., Taipei City 100, Taiwan (R.O.C.)

Tel：+886-2-2391-1368

Fax：+886-2-2391-1273

初版時間 2013年 12月First Edition Time：December, 2013

經濟部中小企業處版權所有Copyright 2013 © Small and Medium Enterprise Administration, Ministry of Economic Affairs. All Right Reserved.

廣告

102年度地方產業遊程及通路拓展計畫成果專刊OUTSTANDING EVENTS ON 2013 PROGRAM OF OTOP LOCAL CULTURAL INDUSTRY TOURISM AND CHANNEL EXPANSION


outstanding events on 2013 program of otop ......services”, “local gourmet”, and “festival...

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