Taste Bud Transformation of International Brands in Taiwan: From McDonald's Corn Soup to 'Wan Jia Fu's' Local Deep-Diving

30-Second Overview: When international brands enter the Taiwan market, they bring more than just globalized products; through in-depth localization strategies, they integrate Taiwan's unique food culture and consumption habits into their products and services. From McDonald's corn soup and KFC's Portuguese egg tarts to Pizza Hut's boundary-pushing specialty pizzas, 7-ELEVEN's luwei (braised snacks) and OPEN jiang (OPEN Point), and even conveyor belt sushi chains' preference for salmon, these cases demonstrate brands' respect and flexibility toward the Taiwan market. Furthermore, Starbucks' themed stores, Costco's status as a global sales leader, MOS Burger's integration of rice culture, IKEA's dining phenomenon, and Carrefour's transformation following acquisitions and rebranding all collectively illustrate how international brands create a unique formula for success through cultural integration.

In the process of global expansion, international brands often face the challenge of finding a balance between standardization and localization. In Taiwan, this challenge has given rise to many unique products and services, which not only bring these brands closer to the daily lives of Taiwanese consumers but also unexpectedly create many "Taiwan-exclusive" experiences that surprise foreigners. These localization strategies are more than just business successes; they reflect Taiwan's rich and diverse food culture and consumption habits.

McDonald's: The Charm of Warm Corn Soup and Local Sweet Potatoes

As a global leader in fast food, McDonald's has demonstrated significant flexibility in its localization within the Taiwan market. Among its most well-known offerings are the corn soup and golden sweet potato fries on its menu. The corn soup is truly unique among McDonald's locations worldwide; its origins can be traced back to 1978, when a local Taiwanese fast-food restaurant named "McDonal" (麥當樂) was already offering "chicken velvet corn soup"¹², prior to the official entry of McDonald's into Taiwan in 1984. After entering Taiwan, McDonald's specifically retained and optimized this product to cater to the Taiwanese dietary habit of "eating meals with soup," making it a classic side dish option for McDonald's in Taiwan².

📝 Curator's Note: The localization of corn soup is not merely an adjustment of flavor, but a reflection of a deep understanding of Taiwanese eating habits. A bowl of hot soup carries the expectations and comfort that Taiwanese people seek from a proper meal.

Furthermore, McDonald's Taiwan has previously introduced golden sweet potato fries made using local Taiwanese "No. 64" red-fleshed sweet potatoes¹. This product not only satisfies Taiwanese consumers' love for sweet potatoes but also demonstrates the brand's connection to local agriculture through its ingredient selection. These localized products have successfully transformed McDonald's from a simple "American fast food" into a dining choice with more of a "Taiwanese flavor."

KFC: The Dominance of Egg Tarts and the Innovation of Paper-Wrapped Chicken

KFC's localization strategy in Taiwan is best represented by the massive success of its Portuguese egg tarts. This dessert has even been jokingly referred to as "an egg tart shop delayed by fried chicken" ³. The introduction of Portuguese egg tarts stemmed from the craze for Portuguese-style egg tarts that swept through Taiwan in the 1990s; KFC introduced the recipe used by Macau's Margaret Café e Nata in 1998, and it quickly became one of its signature products ³. This strategy successfully expanded KFC's brand image in Taiwan from a simple fried chicken specialty store to a dining option that "emphasizes both desserts and main courses," with the egg tarts even becoming one of the primary reasons many consumers visit KFC.

In addition to egg tarts, KFC in Taiwan also launched its paper-wrapped chicken series. This cooking method, which uses paper wrapping to lock in juices during baking, is relatively rare among KFC locations globally, yet it aligns with Taiwanese dietary preferences for tender and juicy textures ⁴. Furthermore, products such as sweet potato QQ balls and sweet potato fries utilize local Taiwanese sweet potatoes and incorporate elements of Taiwanese night market snacks, further deepening KFC's local connection within the Taiwan market ⁴.

Pizza Hut: Creative Pizzas Challenging the Limits of Taste

Pizza Hut Taiwan's localization strategy can be considered one of the most experimental and talked-about among international brands. From "Cilantro, Century Egg, and Pig Blood Cake Pizza" to "Stinky Tofu Pizza" and "Pearl Milk Tea Pizza," these creative products that challenge the limits of consumer taste buds have frequently sparked heated discussions on social media⁵⁶. For example, the Cilantro, Century Egg, and Pig Blood Cake Pizza launched in 2021 set a record with over 100,000 Google searches in a single day upon its release⁵.

Behind these seemingly "peculiar" flavors are the "e-commerce mindset" and "WOW Pizza strategy" promoted by Pizza Hut General Manager Liang Chia-chun (who is from Hong Kong)⁵. Liang believes that in Taiwan's market, where delivery platforms are prevalent, Pizza Hut is essentially an e-commerce entity; therefore, "Talkability," "Traffic," and "Transaction" have become the key 3T strategy⁵. By continuously launching highly topical localized products, even if consumers do not necessarily purchase these unique flavors, it effectively increases the brand's online voice and attention, which in turn drives overall sales⁵. This strategy not only breaks the established impression among Taiwanese people that "pizza is only eaten during holidays" but also successfully shapes Pizza Hut into a brand full of innovation and vitality⁵.

7-ELEVEN: A Practitioner of Lifestyle Proposals and the Charm of OPENPLANO

As a representative of Taiwan's convenience store culture, 7-ELEVEN's localization has long since moved beyond mere product categories, deeply integrating into the daily lives of Taiwanese people. In addition to the widely known tea eggs (with annual sales exceeding 100 million), 7-EXEVEN has recently introduced "Starry Feast Braised Food," standardizing the traditional Taiwanese night market luwei (braised food) culture to provide consumers with the convenience of enjoying it 24 hours a day⁷⁸.

📝 Curator's Note: 7-ELEVEN's success lies not only in its product diversity but also in how it has transformed the convenience store into a platform for "lifestyle proposals," satisfying the dual needs of Taiwanese people for both convenience and local delicacies.

Another successful case of localization is its exclusive mascot, OPENPLANO. Developed in 2005 through a collaboration between President Chain Store Corporation and Japan's Dentsu, OPENPLANO possesses not only a complete character profile and backstory but has also successfully integrated into Taiwan's pop culture through merchandise and themed events. The mascot even once generated 1 billion TWD in annual commercial value for 7-ELEVEN⁷⁹¹⁰. The success of OPENPLANO demonstrates the immense potential of brand mascots in the Taiwan market and their importance in establishing emotional brand connections.

Conveyor Belt Sushi: The Taiwanese Frenzy for Salmon

In recent years, conveyor belt sushi brands that have rapidly risen in the Taiwan market, such as Sushiro and Kura Sushi, have also demonstrated an interesting localization phenomenon: the extraordinary frenzy among Taiwanese consumers for salmon. Compared to mainland Japan, salmon items and sales volumes in Taiwan's conveyor belt sushi restaurants are typically much higher than those of other fish species¹¹. This phenomenon even triggered the "Salmon Chaos" in 2021, when Sushiro held a name-change promotion that attracted over 300 people across Taiwan to change their legal names to "Salmon" on their ID cards just to enjoy free sushi¹¹¹².

The preference of Taiwanese people for salmon can be attributed to the widespread perception of it being "high CP value (cost-performance ratio) and rich in texture," as well as its role as the most widely available sashimi choice when Japanese cuisine was first being promoted in Taiwan¹¹. Data shows that Zheng Xian, Taiwan's largest salmon importer, imports approximately 2,500 metric tons of salmon annually, accounting for about 20% of Taiwan's total imports¹¹¹³. This passion for salmon has prompted conveyor belt sushi brands to launch more diverse salmon products in the Taiwan market to meet consumer demand.

Starbucks: The Local Aesthetics of the "Third Space"

Starbucks' localization strategy in Taiwan is reflected not only in its beverages but also deep within its management philosophy of the "third space." Starbucks Taiwan creates uniquely characterized stores by renovating historical sites or integrating local landscapes, such as the Bao'an Store located in the Ye Jin-tu historic residence in Dadaocheng, the Old Consulate Building Store in Huwei, Yunlin, and the Ideal Land Store in Hualien¹⁴¹⁵. These specialty stores provide more than just coffee; they serve as carriers of local culture and history, reducing the gap between an international brand and the local environment while enhancing the consumer's spatial experience¹⁵.

Furthermore, Starbucks actively introduces festive gift boxes with Taiwanese characteristics, such as Mid-Autumn mooncakes and Dragon Boat Festival zongzi (sticky rice dumplings), as well as products featuring local ingredients, such as local tea series and taro Mont Blanc¹⁴. The launch of these products aims to cater to Taiwanese consumers' emphasis on festive customs and their preference for local flavors, further deepening the connection between the brand and Taiwanese culture.

Costco: The Perfect Combination of Global Store King and Localized Service

The success of the American warehouse club Costco in Taiwan can be considered a model for international brand localization. Costco stores in Taiwan, particularly the South Taichung store, once claimed the title of "most profitable in the world," while the Neihu and Zhonghe stores have also consistently ranked among the top ten globally¹⁶¹⁷. Costco has over 4 million members in Taiwan; estimating with an annual fee of NT$1,350, membership fee revenue alone reaches as high as NT$5.4 billion. This also confirms its business model where 80% of profits come from membership fees rather than product margins¹⁷.

Costco's localized services in Taiwan are also quite significant; for example, it features gas stations that are rare globally, with the North Taichung store's fuel volume ranking first in Taiwan¹⁸. Furthermore, although Costco primarily focuses on bulk-sized products, Taiwan stores have increased options for prepared foods and snacks favored by Taiwanese people to cater to local family structures¹⁷. This strategy precisely hits the consumer psychology of Taiwanese people "pursuing high CP value" (cost-performance ratio) and "family shopping," leading to its immense success in the Taiwan market.

MOS Burger: An Oriental Fast Food Representative of Rice Culture

Originating from Japan, MOS Burger has successfully promoted its characteristics of "Oriental flavor" and "tech-driven service" in the Taiwan market. Its most representative product is the rice burger. In 1991, MOS Burger Taiwan launched the "MOS Yakiniku Pearl Burger," using local Taiwanese rice as a primary ingredient, successfully integrating rice culture into fast food products and making it a signature brand item¹⁹²⁰.

MOS Burger also actively promotes the use of local ingredients; for instance, in 2020, it became the first in Taiwan to receive the "Taiwanese Pork Certification Label" and emphasizes products using the "Taiwan Rice Label"¹⁹. Compared to other American fast-food brands, MOS Burger is closer to the Taiwanese people's reliance on refined fast food and rice culture, successfully establishing a unique positioning in the market.

IKEA: The Restaurant Delayed by Furniture and Creative Marketing

The Swedish furniture brand IKEA has deeply embedded itself in the hearts of people in Taiwan through its image as a "restaurant delayed by furniture." In Taiwan, IKEA's food and beverage revenue accounts for as much as 12% of its total, nearly three times the global average (4-5%), ranking first in the world²¹²². Among these offerings, the soft serve (shuangqilin), priced at only 10 TWD, achieves annual sales exceeding one million cones, with its sales volume even accounting for 3_0% of food revenue²³. This "loss leader strategy" uses low-priced food to attract foot traffic, which not only enhances the customer shopping experience but also creates a psychological impression among consumers that "IKEA products are all very cheap"²⁴.

IKEA's localized marketing in Taiwan is also full of creativity. For example, its BLÅHAJ (shark) plush toy triggered a massive craze in Taiwan, and the brand has released specialty foods tied to Taiwanese festivals, featuring exotic flavors such as wasabi soft serve and soy sauce/sweet soy sauce-flavored soft serve²⁵. These strategies have successfully transformed "browsing furniture" into a "family dining outing," satisfying the high level of interest Taiwanese people have in food and beverage.

Carrefour: From International Brand to the Local Deepening of "Prosperity Plaza"

The localization strategy of the French hypermarket brand Carrefour in Taiwan has undergone significant transformations, moving from aggressive acquisitions to a complete brand rebranding. In 2020, Carrefour acquired Wellcome and Jasons supermarkets for NT$3.2 billion, a move aimed at strengthening its footprint in "community-style supermarkets" to cope with intense competition in the Taiwan retail market²⁶²⁷. Through these acquisitions, Carrefour was able to rapidly expand its store network, penetrating deeper into Taiwanese communities to provide services that more closely meet the needs of residents.

Carrefour has also actively promoted its "Impact Center" project, working closely with small-scale Taiwanese farmers to promote local ingredients and eco-friendly eggs, demonstrating its support for local agriculture²⁸. However, following Uni-President Group's completion of the transaction on June 30, 2023, which officially acquired 100% ownership of Carrefour Taiwan, the company has become a purely Taiwanese-owned enterprise²⁹³⁰. This change in ownership also led to a transformation of the brand name. Due to the expiration of the brand licensing agreement with the French Carrefour, Carrefour Taiwan resolved to terminate the license on December 19, 2025, and will officially rename itself starting from July 1, 2026³¹³²³³.

The hypermarkets will be renamed "Prosperity Plaza" (Wànjiāfú), while the supermarkets will be renamed "Uni-Prosperity" (Lèjiākāng)³⁴³⁵. This renaming is more than just a change of signage; it symbolizes Carrefour's formal integration into the Uni-President retail ecosystem, creating deeper synergies with brands such as 7-ELEVEN and Cosmed. It also represents a brand image shift from a "French brand" to a "local brand," emphasizing the auspicious meanings of "Prosperity Plaza" and "Uni-Prosperity," which better align with the cultural preferences of Taiwanese consumers³⁶³⁷.

Conclusion

The localization strategies of international brands in Taiwan represent a culinary revolution that blends global vision with local insight. From McDonald's corn soup and KFC's Portuguese egg tarts to Pizza Hut's creative pizzas, 7-ELEVEN's luwei (braised snacks) and OPENPLUG mascots, as well as the salmon craze in conveyor belt sushi, these cases are more than just commercial successes; they are vivid reflections of Taiwan's unique food culture and consumption habits. Furthermore, Starbucks' themed stores, Costco's status as the world's most profitable store, MOS Burger's integration of rice-based culture, IKEA's dining phenomenon, and even Carrefour's local acquisitions and brand transformation, all collectively illustrate how international brands create a unique formula for success on this land through cultural integration and business innovation. Through continuous innovation and adjustment, these brands prove that only by deeply understanding and embracing local culture can one stand out in a highly competitive market and establish profound emotional connections with consumers.

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