Four-Pronged Revitalization Plan for Hualien Disaster Zone: Ministry Aims for 10% Increase in Visitor Numbers

The September 2023 landslide at Mataan Creek severely impacted Hualien's local economy. In response, the Department of Commerce under Taiwan's Ministry of Economic Affairs has implemented a four-pillar revitalization strategy: 'Stabilize Recovery, Attract Visitors, Expand Business Opportunities, and Enhance Branding.' To date, 271 businesses with damaged equipment have received NT$10,000 in aid each, and 117 vendors have been subsidized up to NT$50,000 for energy-efficient equipment upgrades. The reconstruction of Guangfu Market has been completed, enabling 70 vendors to resume operations, while 97 businesses received compensation for scrapped vehicles—NT$100,000 for cars and NT$20,000 for motorcycles.

To attract visitors, the 'Firefly Summer at Guangfu' event in May boosted foot traffic by 7%, generating over NT$2 million in business. Upcoming events include the 'Rice Delight: Guangfu Fragrant Rice Festival' in June, 'Hualien Good Market Voucher 2.0' in July, 'Guangfu Hero Gratitude Season' in September, and 'Longitudinal Valley Lifestyle Festival' in October, with the goal of increasing visitor numbers by at least 10% per event. According to Ou Jhunan, Deputy Director of Taisugar's Hualien-Taitung Division, visitor numbers at Guangfu Sugar Factory increased by about 30% during the May event, with revenue rising 30–40%.

To expand business opportunities, the Department is developing a Mid-Autumn 'Shared Goodness Gift Box' featuring local products from Guangfu, Fenglin, and Wanrong, integrating regional characteristics with ESG sustainability principles. Scheduled for release in late July, the gift box will be promoted to state-owned enterprises, large corporations, and retail platforms to secure long-term orders.

Additionally, packaging redesign, storytelling marketing, and digital integration are being used to enhance brand recognition, turning post-disaster recovery into an opportunity for industrial upgrading. The 'Hualien Good Market Voucher' campaign, held from April to May at 10 public markets and night markets, attracted over 16,000 participants and generated more than NT$5.88 million in economic activity. The upcoming 'Hualien Good Market Voucher 2.0' in July will allow participants to exchange NT$100 in cash for NT$200 in vouchers by bringing reusable bags or eco-friendly utensils, encouraging sustainable market visits and continued revitalization momentum.