Ever Rich markets Taiwan to the world with revamped Central Area at TPE T2

By Andrew Pentol |


An Ever Rich liquor shop with neon lights at Taoyuan International Airport Terminal 2.

Ever Rich Duty Free has officially opened phase one its Central Area Duty Free Shop and Fourth Floor Food and Beverage Area in Taoyuan International Airport Terminal 2 after triumphing in a tender last year.

The tender covered the 34,000sq m North Wing Area D, where Tasa Meng Corporation is the operator and 27,000sq m South Wing Area C, which is occupied by Ever Rich.

Ever Rich, which has invested NTD3bn ($98.2m) in the reconstruction, topped the bidding charts for both 12-year concessions (which have three-year extension options) ahead of international players including Lotte Duty Free, Shilla Duty Free, Dufry Group and DFS Group. But according to the rules of the tender, Ever Rich Duty Free could only opt to operat one of the two zones. As a result, it continued running its South Wing Area C concession. Tasa Meng resumed operations of North Wing Area D.

Speaking to TRBusiness during an exclusive interview ahead of the TFWA Asia Pacific show, Ever Rich said it had been concentrating on expanding its airside operations since it was named as top bidder for the two duty free concessions.

“The moment the tender was won we began working on the refurbishments. By the end of 2018, the food & beverage area on 4F was renovated and open for business. The highlight of the renovation process was partnering with popular local restaurants with a focus on providing tourists with an authentic taste of Taiwanese cuisine,” a spokesperson said.


Ever Rich also focused on improving traffic flows across the entire South Wing Area C zone. “This traveller-orientated design is expected to give the Terminal 2 a fresh look and improve the current crowded situation.”


The EverRich Terminal 2 walkthrough was created by London-based The Design Solution.

As winner of the renovation, operation and transfer (ROT) tender, Ever Rich invested NT1bn on phase one of the reconstruction. The aim was to provide a new airport experience built on efficiency and professionalism, according to the retailer.

Ever Rich also describes the Public Private Partnership tender as a ‘very important’ development for the country. “The Ministry of Traffic and Communications and the Ministry of Finance cooperated and entrusted Taoyuan International Airport Co., Ltd. to select the best bidder to operate the business.

“It is hoped this will increase airport revenue and reduce government costs by introducing corporate professionalism and efficiency through the Public Private Partnership Cooperation model and further enhance the development of Taiwan’s tourism industry.”


A Taiwanese aboriginal animation on a digital panel was there for all to see during the cocktail reception.

The EverRich Terminal 2 walkthrough was created by London-based The Design Solution. The walkthrough enables passengers to experience an ‘open, spacious duty free shop’ with improved traffic flow once they pass through immigration and security.

A curving pathway complemented by curved patterns has been incorporated to provide clear, stress-free way-finding and a seamless flow as passengers are guided through the store. Ever Rich and The Design Solution have created a strong sense of place through the implementation of Taiwanese imagery into the space design.


Taiwanese art has been incorporated into the Terminal 2 4F food and beverage area to create a strong sense of place.

With construction taking place during the Chinese New Year and summer holiday season, development work took place at night. The column-free cantilever construction method was implemented to minimise disruption for passengers.

Taiwanese artist Fan Chengzhong was invited to specially create a series of giant art installations (‘Taiwan Mountain’ and ‘Passengers’), which use traditional thread binding books to illustrate Taiwan’s highest mountain (Yushan) and the world’s eight peaks. These elements combined are designed to symbolise the important role Taiwan plays in honouring Chinese tradition and popular culture.

Multimedia artist Chen Yijie was also invited to surprise passengers through large digital panels.

The store itself provides a multi-sensory experience, including a fragrance system, tasting opportunities at the cocktail bar and dining area and a virtual reality make-up experience. These elements fulfil Ever Rich’s ambition of reaching customers through all five senses.


Left-right: Ever Rich President, Kevin Chiang; Members of the Legislative Yuan Bao-qin Zheng, Minister of Ministry of Traffic and Communication Jia-long Lin; Ever Rich chairman, Simon Chiang; Taoyuan City mayor, Wen-can Zheng; Members of the Legislative Yuan Yi-jin Yeh; Taoyuan Airport Company chairman, Ming-teh Wang; Moodie Davitt Report chairman, Martin Moodie; Taoyuan Airport Company President, Hsiang-sheng Lin; and Ever Rich Vice Chairman Samuel Wu toast the opening.

Through enhancing the public facilities, Ever Rich is demonstrating it values the importance of human rights. Gender-neutral toilets have been created and smart technology implemented to improve and digitise wash facilities.

In order to meet the quality and demands of passengers, Ever Rich repeatedly visited Taiwanese food operators and suppliers and subsequently introduced local Taiwanese and Asian food and beverage brands. The introduction of international catering brands in the first quarter of 2019 such as McDonald’s, Starbucks and Jamba Juice also helped diversify the catering offer.

The retailer added: “Ever Rich hopes that when every passenger walks into Taoyuan International Airport Terminal 2, they will see the fashion cocktail bar that changes according to the season, enjoy the fun of the intriguing doll grabbing machine for Ever Rich online shop members and experience the Taiwan street culture and neon signs blinking colourfully.”


The new cosmetic shop right in front of immigration (3F) and the food and beverage area.

Complementing the shops, products, facilities and public services, all Ever Rich staff have changed to a new uniform since, effective 1 November 2019. The design of the uniform combines the contrasting colours of coral pink and deep indigo blue to symbolise the hospitality of Taiwan and professionalism of Ever Rich. The pilot-flying scarf and salesperson bag symbolise the connection of all departure points and flight routes  connecting Taiwan and the world.

Incorporating the themes of “new concept”, “new service” and “new image”, the renovation of Terminal 2 includes an airport corridor redesign, renewal of all themed waiting lounges and improvement of various public service facilities.

Authentic Taiwanese characteristics are represented throughout, including new museum shops and aboriginal and Hakka shops. Artists and festivals representing Taiwan also create a strong sense of place.

“Ever Rich is not just marketing Taiwan to the world, but connecting Taiwan and the world with a dynamic and abundant binding through this proud project,” Ever Rich concluded.


Gender-neutral toilets have been introduced in the terminal.


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