Wed, Aug 25, 2010 - Page 12 News List

Celebrities enlisted for marketing in emerging markets

By Jason Tan  /  STAFF REPORTER

Three celebrity spokespersons have been enrolled by the Ministry of Economic Affairs (MOEA) to promote Taiwanese gadgets in India, Indonesia and Vietnam as the government gears up marketing efforts in emerging markets.

“These countries are populated with a rising middle class. They have great acceptance toward foreign information and communications products,” Deputy Director-General of the Bureau of Foreign Trade Chang Chun-fu (張俊福) said yesterday when unveiling the marketing campaign.

The ministry is taking the approach of marketing to the public by engaging high-­profile celebrities in the respective markets, namely Bollywood star Lara Dutta, Miss Vietnam ­Huong Giang, and Indonesian actress and MTV VJ Cathy Sharon.

Commercials and advertisements from the celebrities will highlight products from 19 Taiwanese firms, such as projector maker BenQ Corp (明基), PC brand Asustek Computer Inc (華碩), anti-virus solution provider Trend Micro Inc (趨勢科技) and GPS device maker Mio Technology Corp (宇達電通).

These firms are winners of Taiwan’s Excellence Awards and have been actively exploring emerging markets, and they plan to increase the visibility of their products there, the ministry said.

Separately, the ministry said yesterday that more than 2,000 companies, including Formosa Petrochemical Corp (台塑石化), Chimei Innolux Corp (奇美電子), AU Optronics Corp (友達光電) and Taiwan Semiconductor Manufacturing Co (台積電), were winners of the International Trade Award for last year.

The award highlights local firms that saw the highest growth in their exports/imports business, as well as those that reported the highest business growth in Taiwan’s major export markets, such as China, the Middle East, Brazil, Japan, South Korea and Malaysia.

The top companies were, KingPak Technology Inc (勝開科技), a small-form-factor memory chip packager, which saw its export orders soar 775 percent last year, and PC memory chipmaker Powerchip Semiconductor Corp (力晶半導體), which saw exports to China jump 671 percent, the ministry said.

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