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

30-Second Overview: As international brands enter the Taiwan market, they bring not only globalized goods but also integrate Taiwan's unique food culture and consumption habits into their products and services through in-depth localization strategies. From McDonald's corn soup and KFC Portuguese egg tarts to Pizza Hut's signature pizzas that challenge taste buds, 7-ELEVEN's lurou (braised snacks) and OPEN drinks, or even the preference for salmon seen at Sushiro, these cases demonstrate the brands' respect and flexibility toward the Taiwanese market. Furthermore, Starbucks' specialty stores, Costco's status as a global store leader, Mos Burger's food culture, IKEA's dining miracles, and Carrefour's transformation after acquisitions and rebranding collectively paint a picture of how international brands create unique success formulas through cultural fusion.

During their global expansion, international brands often face the challenge of balancing standardization with localization. In Taiwan, this challenge has given rise to many unique products and services that not only bring these brands closer to the lives of Taiwanese consumers but have also unexpectedly created numerous "Taiwan-exclusive" experiences that surprise foreigners. These localization strategies are not just commercial successes; they also reflect Taiwan's rich and diverse food culture and consumption habits.

McDonald's: The Charm of Warming Corn Soup and Local Sweet Potato

The global fast-food leader, McDonald's, has demonstrated flexibility in the Taiwanese market. Among its most well-known offerings are corn soup and golden sweet potato fries. Corn soup is unique among global McDonald's; its origins can be traced back to a local fast-food restaurant in Taiwan named "McDonald's" (麥當樂), which offered "chicken corn soup" ¹² before McDonald's officially entered Taiwan (in 1984). After entering Taiwan, McDonald's specifically retained and optimized this product to cater to the Taiwanese dining habit of having "soup with a meal," making it a classic side dish at McDonald's in Taiwan ².

📝 Curator's Note: The localization of corn soup is not just a flavor adjustment but a reflection of a deep understanding of Taiwanese eating habits. A bowl of hot soup carries the expectation and comfort that Taiwanese people seek with their main meals.

Furthermore, McDonald's in Taiwan has also introduced golden sweet potato fries ¹, which are made using local Tainan 64 red sweet potatoes. This product not only satisfies the Taiwanese consumers' fondness for sweet potatoes but also demonstrates the brand's connection to local agriculture through ingredient selection. These localized products have successfully transformed McDonald's from a mere "American fast food" into a dining choice with a more distinct "Taiwanese flavor."

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

KFC's localization strategy in Taiwan is exemplified by the massive success of its Portuguese egg tarts. This dessert has even been jokingly called "the tart shop overshadowed by fried chicken" ³. The introduction of Portuguese egg tarts originated from the craze for these pastries that swept through Taiwan in the 1990s. KFC introduced the recipe from Macalline Egg Tarts in Macau in 1998, and it quickly became a signature item ³. This strategy successfully expanded KFC's brand image in Taiwan from merely a fried chicken specialist to a dining option that emphasizes "both desserts and main courses," with egg tarts becoming one of the main reasons many consumers visit KFC.

In addition to egg tarts, KFC in Taiwan also launched the paper-wrapped chicken series. This cooking method, which uses paper wrapping to lock in meat juices, is relatively rare among global KFCs but aligns with Taiwanese dietary habits that prefer tender and juicy textures ⁴. Furthermore, products such as sweet potato QQ balls and sweet potato fries also utilize local sweet potatoes from Taiwan and incorporate elements of Taiwanese night market snacks, further deepening KFC's local connection in the Taiwanese market ⁴.

Pizza Hut: Creative Pizzas Challenging Taste Buds

Taiwan's localization strategy for Pizza Hut is arguably the most experimental and talked-about among international brands. These creative products, such as "Cilantro Century Egg Pig's Blood Cake Pizza," "Stinky Tofu Pizza," and "Bubble Tea Pizza," which challenge consumers' taste buds, have repeatedly sparked heated discussions on social media⁵⁶. For instance, the Cilantro Century Egg Pig's Blood Cake Pizza launched in 2021 recorded over 100,000 daily searches on Google on its launch day⁵.

Behind these seemingly "exotic" flavors is the "e-commerce mindset" and "WOW Pizza strategy" promoted by CEO Leung Ka-chun (from Hong Kong) at Pizza Hut⁵. Leung Ka-chun believes that in a market like Taiwan, where food delivery platforms are prevalent, Pizza Hut essentially functions as e-commerce. 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 special flavors, it effectively increases brand visibility and attention online, which in turn drives overall sales⁵. This strategy has not only broken the preconceived notion among Taiwanese people that pizza is only eaten during holidays but has also successfully positioned Pizza Hut as an innovative and vibrant brand⁵.

7-ELEVEN: The Practitioner of Lifestyle Propositions and the Charm of OPEN Jiang

As a representative of Taiwan's convenience store culture, 7-ELEVEN's localization has long surpassed mere product offerings; it is deeply embedded in the daily lives of Taiwanese people. In addition to the well-known tea eggs (with annual sales exceeding 100 million), in recent years, 7-ELEVEN has introduced "Star Banquet Braised Food" (xīngjí xiǎngyàn lǔwèi), standardizing the traditional night market braised food culture of Taiwan and providing consumers with convenient options available 24 hours a day⁷⁸.

📝 Curator's Note: The success of 7-ELEVEN lies not only in its product diversity but also in how it has established itself as a platform offering "lifestyle propositions," meeting the Taiwanese demand for both convenience and local cuisine.

Another successful case of localization is its dedicated mascot, OPEN Jiang. Developed by Uni-President Convenience Store and Dentsu Japan in 2005, OPEN Jiang not only possesses a complete character setting and backstory but has also successfully integrated into Taiwan's popular culture through merchandise and themed events, even generating an annual commercial value of NT$1 billion for 7-ELEVEN⁷⁹¹⁰. The success of OPEN Jiang demonstrates the immense potential of brand mascots in the Taiwanese market and their importance in building emotional connections with consumers.

Conveyor Belt Sushi: Taiwan's Frenzy Over Salmon

Conveyor belt sushi brands that have rapidly risen in the Taiwanese market, such as Sushiro and Chang Xian, also demonstrate an interesting localization phenomenon: the abnormal enthusiasm of Taiwanese consumers for salmon. Compared to Japan itself, salmon items and sales at conveyor belt sushi restaurants in Taiwan are usually far higher than other fish species¹¹. This phenomenon even sparked the "Salmon War" in 2021, when Sushiro held a renaming promotion that attracted over 300 people across Taiwan who changed their ID names to "salmon" to enjoy free sushi¹¹¹².

The preference of Taiwanese for salmon can be attributed to the common perception of its "high cost-performance ratio and rich texture," as well as salmon being the most widely available raw fish option when Japanese cuisine was first promoted in Taiwan¹¹. Data shows that Chang Xian, a major salmon importer in Taiwan, imports about 2,500 tons of salmon annually, accounting for about 20% of the total imports in Taiwan¹¹¹³. This love for salmon has prompted conveyor belt sushi brands to launch more diverse salmon products in the Taiwanese market to meet consumer demand.

Starbucks: Local Aesthetics of the Third Place

Starbucks' localization strategy in Taiwan is reflected not only in its beverages but also deeply within its concept of the "third place." Taiwanese Starbucks creates uniquely distinctive stores by renovating historical sites or integrating local landscapes, such as the store located in the Ye Jin Tu Ancient House in Dazhong, the former Contract Hall in Hubei, Yunlin, and the Ideal Land store in Hualien¹⁴¹⁵. These characteristic stores offer more than just coffee; they become vessels for local culture and history, reducing the gap between international brands and the local environment while enhancing the consumer's spatial experience¹⁵.

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

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

The success of the American hypermarket Costco in Taiwan is a model for international brand localization. Taiwanese Costco stores, particularly the Nantou branch, have held the title of "Global Profit Leader," while the Neihu and Zhonghe branches have consistently ranked among the top ten globally ¹⁶¹⁷. With over 4 million members in Taiwan, membership fees alone amount to NT$5.4 billion based on an annual fee of NT$1,350, which also validates its business model where 80% of profits come from membership fees rather than product gross margin ¹⁷.

Costco's localized services in Taiwan are also quite significant. For example, it has gasoline stations, a feature rare globally, with the Nantou branch having the highest fuel sales volume in Taiwan ¹⁸. Furthermore, although Costco primarily offers large-sized products, Taiwanese stores have added more ready-made meals and snacks favored by local families to cater to the local family structure ¹⁷. This strategy precisely targets the consumer psychology of Taiwanese people who "seek high cost-performance" and engage in "family grocery shopping," leading to great success in the Taiwanese market.

MOS Burger: An Eastern Fast Food Representative of Rice Culture

MOS Burger, originating from Japan, has successfully promoted its characteristics of "Eastern flavors" and "high-tech service" in the Taiwanese market. The most representative product is the rice burger. In 1991, Taiwan's MOS Burger launched the "MOS Grilled Meat Pearl Burger," using local Taiwanese rice as a main ingredient to successfully integrate rice culture into fast food products, making it a signature item of the brand ¹⁹²⁰.

MOS Burger has also actively promoted the use of local ingredients. For instance, in 2020, it received the first "Taiwan Pork Certification Mark" in Taiwan and emphasized using certified Taiwanese rice products ¹⁹. Compared to other American fast-food brands, MOS Burger is closer to the reliance of Taiwanese people on refined fast food and rice culture, successfully establishing a unique position in the market.

IKEA: The Restaurant Delayed by Furniture and Creative Marketing

The Swedish furniture brand IKEA has established a strong image in Taiwan as the "restaurant delayed by furniture." Food service revenue at Taiwanese IKEA accounts for 12% of total sales, nearly three times the global average (4-5%), ranking it number one globally ²¹²². The annual sales of just 10-dollar ice cream have surpassed one million units, accounting for 30% of food revenue ²³. This "lead chicken strategy" attracts foot traffic through low-priced food, not only enhancing the customer's shopping experience but also creating a psychological impression among consumers that "IKEA products are all cheap" ²⁴.

IKEA's localized marketing in Taiwan is also full of creativity. For example, its Shark (BLÅHAJ) plush toy became a sensation in Taiwan, and it has collaborated with Taiwanese festivals to launch unique flavors such as wasabi ice cream and soy sauce soy milk ice cream—exotic tastes ²⁵. These strategies successfully transformed "furniture shopping" into a "family dining outing," catering to the high interest Taiwanese people have in food and beverage.

Carrefour: Local Deepening from an International Brand to "Uni-Prosperity"

The localization strategy of the French retailer Carrefour in Taiwan has undergone a major transformation, moving from aggressive acquisitions to brand rebranding. In 2020, Carrefour acquired Wellcome and Jasons supermarkets for NT$3.2 billion, aiming to strengthen its presence in the "community supermarket" sector to cope with intense competition in the Taiwanese retail market²⁶²⁷. Through these acquisitions, Carrefour was able to rapidly expand its store network and delve deeper into local communities, providing services closer to residents' needs.

Carrefour also actively promoted the "Influence Center" project, cooperating closely with small local farmers to promote local ingredients and friendly eggs, demonstrating its support for local agriculture²⁸. However, after Uni-President completed the transaction on June 30, 2023, officially acquiring 100% of Taiwan Carrefour's shares, making it a purely Taiwanese-owned company²⁹³⁰. This change in ownership also led to a brand name transition. Due to the expiration of the brand licensing agreement with the French Carrefour, Taiwan Carrefour resolved to terminate the license on December 19, 2025, and officially rebranded starting July 1, 2026³¹³²³³.

The hypermarkets will be renamed "Uni-Prosperity" (萬家福), while the supermarkets will be renamed "Uni-Prosperity" (樂家康)³⁴³⁵. This renaming is not just a change of signage; it symbolizes Carrefour's formal integration into the Uni retail system, creating deeper synergies with brands like 7-ELEVEN and KANGSMEI. It also represents the brand image shifting from a "French brand" to a "local brand," emphasizing the auspicious meanings of "Uni-Prosperity" and "Uni-Prosperity," which better aligns with the cultural preferences of Taiwanese consumers³⁶³⁷.

Conclusion

The localization strategies of international brands in Taiwan represent a transformation of taste that blends global vision with local insight. From McDonald's corn soup and KFC Portuguese egg tarts to Pizza Hut's creative pizzas, 7-ELEVEN's lurou wei (braised items), OPEN Gang's offerings, and the salmon frenzy at Sushiro, these cases are not merely commercial successes but vivid reflections of Taiwan's unique food culture and consumption habits. Furthermore, Starbucks' specialty stores, Costco's status as a global store champion, Mos Burger's rice-based culture, IKEA's dining miracles, and Carrefour's local acquisitions and brand transformation collectively paint a picture of how international brands create a unique success equation on Taiwanese soil through cultural integration and business innovation. Through continuous innovation and adjustment, these brands prove that only by deeply understanding and embracing local culture can they stand out in a fiercely competitive market and establish deep emotional connections with consumers.

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