The retailer is leveraging Sense of Place to bring Taiwan’s stories to life.

Everrich Duty Free is reinforcing Taoyuan International Airport’s role as a gateway to Taiwanese culture through a year-round programme of cultural experiences designed to connect travellers with the island’s heritage, creativity and local communities.

The retailer has long embraced the Sense of Place concept to leverage the airport’s position as the nation’s primary international gateway to introduce millions of travellers to Taiwan’s stories, traditions and way of life.

A recent highlight was a tea culture-themed programme that brought Taiwan’s tea heritage to life through a series of immersive experiences, including traditional tea-serving rituals, Hakka tea theatre performances, tea tastings, hands-on workshops and the “Tea tê: One Cup, One Vessel” exhibition.

Together, these activities aimed to offer travellers a deeper appreciation of Taiwan’s craftsmanship, hospitality traditions and everyday culture.

Adding to the cultural atmosphere, the drum and brass ensemble from Jhong Jheng Elementary School in Kinmen staged a surprise performance at Taoyuan Airport, before travelling to the Czech Republic to participate in the Embassy Festival.

A recent highlight was a tea culture-themed programme that included an immersive tea experience.

The performance featured traditional instruments such as the suona, conch horn and percussion, to showcase the richness and vitality of Taiwan’s folk arts.

Everrich underlined how airports are more than transportation hubs, often offering a visitor’s first and last impression of a destination. The company commented: “By integrating local culture into the passenger journey, [we seek] to create memorable experiences that foster a stronger connection between travellers and Taiwan.

“As international travel continues to recover, Everrich remains committed to enriching the passenger experience while showcasing the diversity and creativity of Taiwan to a global audience.”

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