UK shoppers embrace Taiwanese brands after Westfield showcase
New survey data indicates that UK consumer sentiment towards Taiwanese brands is strengthening, following the Taiwan Select Pop-Up Showcase 2025 at Westfield White City. The event featured 25 Taiwanese brands recognised for excellence in technology, sustainability, and design, and highlighted growing consumer interest across categories from smart devices to sustainable fashion.
Survey findings
Visitor surveys, conducted during the five-day showcase, revealed that 93% of attendees are likely to purchase Taiwanese products in the future. Additionally, 95% of respondents reported an improved perception of Taiwanese brands after attending, and 91% would recommend these brands to others. According to the survey, 70% of respondents most enjoyed the display of what they described as 'innovative, high-quality products.'
Technology interest
Among the brands displaying at the event, technology companies attracted significant interest. Survey responses indicated that 78% of visitors found Taiwan's advanced technology products to be the most compelling. Acer showcased its Free Sense Smart Ring and Predator Utility Lite Backpack. ASUS exhibited the VivoWatch 6 wearable, while GIGABYTE presented several devices, including the AERO X16 laptop, AORUS FO32U2P gaming monitor, and the X870 AORUS Stealth Ice motherboard.
Wellness, health, and lifestyle products also drew attention, with 40% of respondents expressing interest in these segments. KYMCO, Freerider, and Heartway Medical brought foldable mobility scooters, while OptiqB displayed a glasses-free 3D film display and JIYONSON exhibited the BeanGo Cube coffee roaster.
Lifestyle and sustainability
Food and drink options were a draw for more than half the visitors, featuring Your Zesty Bliss bubble tea, Taipec pineapple cakes, and T4's bubble tea. Sustainably, UKL Enterprise's pineapple-leaf fibre clothing and Uni-Paragon's deya marine-recycled roll-up backpack received positive feedback. Acer's travel-focused Predator Pulse luggage also generated interest among consumers prioritising durability and modern design.
Brand affinity
The results suggest that exposure at experiential showcases can drive increased brand affinity and purchase intent among UK shoppers. The event introduced several wellness and health products, including Vinxper's electric wine aerator as well as Aromase's Juniper Scalp Purifying Liquid Shampoo and Head-To-Toe Shampoo & Body Wash.
According to the responses, Taiwanese food and drink brands also contributed to increased footfall during the event's 'Happy Hours', reinforcing the appeal of their products beyond technology and lifestyle goods.
Consumer demand
TAITRA and the International Trade Administration view these findings as a positive signal for future opportunities. Respondents consistently cited quality and innovation as key characteristics of the products they encountered.
