NielsenIQ report Mastering the FMCG Market: Decoding Success for SMB in 2025. Brands will need greater agility and deeper consumer engagement to stay competitive.
DKSH Taiwan partnered with Mei-Xin Hong Kong to create an immersive pop-up at Taipei SOGO Zhongxiao, blending classic Hong Kong nostalgia with Taiwan’s tea culture. The cross-cultural experience combined visual and culinary elements, demonstrating how creativity can reinterpret tradition and strengthen consumer connections.
In this leadership interview, Carol Yeh, General Manager of Sales and Marketing for DKSH Taiwan Consumer Goods, shares her approach to event planning and how her team supports global brands expand their presence in Taiwan.
Carol: We reinterpreted classic Hong Kong nostalgia with creativity, presenting the brand story in a natural and authentic way. By engaging taste and sight, we enhanced the festive atmosphere and created emotional touchpoints that made the brand feel warmer and more relatable. The experience was localized, and interactions were tailored so that consumers were not just attending the event; they were building a deeper connection with the brand through experiences.
Carol: With 160 years in Asia, DKSH’s strength lies in combining global perspective with local expertise. Beyond distribution, we act as a strategic partner, supporting global brands through market research, channel planning, and integrated marketing execution to keep them competitive and visible.
How would you assess the team’s creativity and execution during this event?
Carol: Our team’s greatest strengths are creativity and efficiency. In a fast-paced market, integrating multimedia, digital content, and physical experiences within a short timeframe is challenging. Through effective collaboration and timely responses, we were able to turn each activation into a clear expression of brand value, rather than just a simple promotion.
How does DKSH help global brands establish their positioning and sustain growth in Taiwan?
Carol: We provide end-to-end support across brand strategy, marketing, and logistics to enable global brands enter the market efficiently and effectively. Localization is a critical focus, ensuring that our initiatives resonate meaningfully with consumers. In the case of Mei-Xin, cultural elements served as a bridge to naturally integrate the brand into everyday life. Our role is to act as a catalyst for continued innovation, supporting brands in building a stable foundation while strengthening their market presence and visibility.
As consumer demand becomes increasingly diverse, brands need more than a stable supply chain and broad distribution. They also require a catalyst that integrates local insights, creative marketing, and cross-channel execution. By combining cultural relevance with channel expertise, DKSH Taiwan helps global brands deepen consumer connections and drive growth through innovation, strengthening their market influence and creating meaningful impact in Taiwan’s FMCG landscape.
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Mastering the FMCG Market: Decoding Success for SMB in 2025