Selling Japanese Traditional Crafts in Taiwan & Asia: 2026 Complete Guide

"I want to sell traditional crafts in Taiwan and overseas, but I don't know where to start!"

"We exhibited at a trade show but couldn't close any deals. We want to know how to conquer the Taiwanese market!"

"I want to know the specific sales channels and price ranges for traditional crafts in Taiwan!"

Link Global receives inquiries like these from artisans, manufacturers, and local governments almost every month. Driven by the effects of the weak yen and the boom in inbound tourism to Japan, demand for traditional Japanese crafts in Asian markets, including Taiwan, is steadily increasing. However, the days when "selling at a trade show" were guaranteed are long gone; now, success or failure depends on strategy and execution.

On this page, Link Global, a company with a proven track record in overseas expansion of traditional crafts, including supporting Asahikawa furniture exhibitions in Taiwan, provides a practical guide to actually selling traditional crafts in the Taiwanese and Asian markets. It covers everything from market analysis and major sales channels to localization strategies and subsidy utilization, so please read it to the end.

Why is Taiwan the top priority market for the overseas expansion of traditional crafts right now?

Taiwan is one of the easiest overseas markets to enter when it comes to promoting traditional Japanese crafts. Let's look at the specific reasons why.

Overwhelming pro-Japanese sentiment and a high level of interest in Japanese culture.

Taiwan is one of the most pro-Japanese regions in Asia. There is a strong admiration for Japanese culture and products among Taiwanese people, and simply being "Made in Japan" is seen as proof of quality and reliability. In particular, the Taiwanese middle class, aged 30 to 50, has extensive experience traveling to Japan and has had firsthand experience with traditional crafts such as lacquerware, ceramics, woodworking, and dyed fabrics, making them a large group of consumers who appreciate authenticity.

A shift is occurring from inbound to outbound tourism.

In 2024, the number of visitors from Taiwan to Japan reached a record high, and as awareness of traditional Japanese crafts spread through inbound tourism, demand for purchasing these items online or at local select shops while in Taiwan is rapidly increasing. This means that an "inbound → outbound chain reaction" is occurring, where the experience of visiting Japan is stimulating purchasing behavior in the Taiwanese market. Now is the best time to hold exhibitions and cultivate local buyers.

The deregulation scheduled for September 2024 will also be a boost for logistics.

The significant lifting of import restrictions on Japanese products in Taiwan in September 2024 has had a positive impact not only on the food sector but also on customs procedures for traditional crafts involving origin certification and raw materials. The complexity of the procedures has been reduced, creating an environment where even small and medium-sized workshops can more easily engage in exports.

Categories and price ranges of traditional crafts that sell well in the Taiwanese market

This article will summarize the categories of traditional Japanese crafts that are actually selling in the Taiwanese market, along with their local market prices. The key criterion for success is not simply "if you make a good product, it will sell," but rather "is it easy for Taiwanese people to incorporate it into their daily lives?"

High-demand categories: tableware, lacquerware, and wood products

In Taiwan, there is a very high level of interest in food culture, and Japanese tableware and lacquerware are readily accepted as "high-quality dishes that can be used every day." Prices at local select shops are typically between 2,000 and 8,000 Taiwanese dollars (approximately 10,000 to 40,000 yen), and it's not uncommon for them to be sold at 1.5 to 2 times the price in Japan. Wajima lacquerware, Kutani ware, Arita ware, and Shigaraki ware are well-known among discerning consumers in Taiwan and are particularly popular as gifts.

Interior Goods & Furniture Category

Japanese woodworking products, furniture, and washi paper products are capturing the rapidly growing demand for minimalist design and natural lifestyles in Taiwan. A prime example is the case of Asahikawa Furniture exhibiting at a Taipei trade show and successfully negotiating with local buyers (as reported in the Hokkaido Shimbun), demonstrating that appreciation for "Japanesque" design is steadily increasing in the Taiwanese market. Local selling prices are mainly in the range of 10,000 to 50,000 Taiwanese dollars (approximately 50,000 to 250,000 yen) per item, with distribution primarily through select shops and lifestyle stores.

Textiles, Dyed Goods, and Accessories Category

Dyed fabrics such as indigo dyeing, stencil dyeing, and Kyo-Yuzen, as well as accessories made with washi paper, are experiencing growing demand, particularly among women in their 20s to 40s, as "items that allow you to feel close to Japanese culture." Their relatively low price point (500-3,000 Taiwanese dollars per item) makes them suitable for cross-border e-commerce and test marketing at local pop-up stores. They are also highly compatible with visual appeal on Taiwan's Instagram and Facebook, and storytelling-based marketing is particularly effective.

Three main sales channels and their characteristics in Taiwan

There are three main sales channels for traditional crafts in Taiwan. Choosing the right channel based on your company's product characteristics, resources, and goals is key to success.

Pattern 1: Wholesale to local select shops and lifestyle shops

In Taipei and Taichung, the number of select shops specializing in Japanese crafts and goods is increasing year by year. Generally, wholesale prices are 40-50% of the retail price, with a minimum order of 20-50 items for the first order. The strength of this route lies in its ability to reach discerning Taiwanese consumers while maintaining the brand's unique brand identity, and once a relationship is established, it tends to lead to repeat orders. The weakness is the time required for individual development and negotiation; it's necessary to expect an average of 3-6 months to build trust with buyers.

Pattern ②: Participating in major trade shows in Taiwan

When considering expanding into Taiwan, trade shows are the most efficient way to create connections. The major trade shows related to traditional crafts are as follows:

• Taiwan International Gifts Stationery & Cultural & Creative Exhibition (TPGIS): Held annually in February in Taipei. One of Asia's largest trade shows, attracting buyers of gifts, lifestyle goods, and handicrafts.

• Taipei International Furniture Fair (TIFS): Held annually in March in Taipei. Specializes in woodworking products, furniture, and interior goods. Particularly well-suited to woodworking products like Asahikawa furniture.

• Taipei World Trade Center (various trade fairs): Multiple specialized trade fairs, including food, interior design, and fashion exhibitions, are held throughout the year.

The estimated cost of exhibiting at a trade show is between 1 million and 2.5 million yen for a small booth (total of booth rental, travel expenses, and preparation costs). Simply exhibiting at a trade show is unlikely to yield results; success requires a comprehensive plan that includes pre-show buyer appointments, product materials in traditional Chinese, and a follow-up system after the event.

Pattern 3: Cross-border e-commerce/online platform

Cross-border e-commerce is an effective option because it allows for test marketing while keeping initial investment low. In Taiwan, "Shopee," "PChome," and "MOMO Shopping Network" are major platforms for purchasing Japanese crafts, and they are well-suited for small items, tableware, and accessories priced under 10,000 yen. However, a disadvantage is that it is prone to price competition, and it can be difficult to appeal to customers with a story or worldview. A more realistic approach is to build awareness through a combination of Instagram and Taiwanese YouTube before directing customers to e-commerce.

A localization strategy is absolutely essential for expanding traditional crafts into Taiwan.

The most important thing for selling traditional crafts in the Taiwanese market is "localization." Simply bringing in products that are well-regarded in Japan will not resonate with Taiwanese consumers.

We're talking about "how it connects to your lifestyle," not just "how to use it."

Taiwanese consumers make purchasing decisions based on "how this will change my life" rather than "what this product is used for." For example, with lacquerware, instead of appealing to its use as "a table setting for special occasions," it's important to create content that shows "how using this tableware in everyday Taiwanese breakfasts will change your life." Photos of lacquerware coordinated with food and interior design are particularly effective in the Taiwanese market on Instagram.

We carefully share the stories of artisans and information about the production area in traditional Chinese characters.

Taiwanese consumers, who are highly discerning, place great importance on "who made it, where it was made, and how it was made." Carefully conveying the faces of the artisans, the scenes of the workshops, and the production process with captions in traditional Chinese is the greatest weapon for escaping price competition. Recognition of place names such as "Mie Prefecture," "Echizen," and "Kyoto Nishijin" is also relatively high in Taiwan, making it effective to promote them as regional brands.

Localization of size, color, and packaging

The three most common points of feedback we receive from Taiwanese buyers are "size," "color range," and "gift packaging." A dish that is "just the right size" in Japan may be perceived as "too small" in Taiwan. While white, black, and beige are popular in the Taiwanese market, red, gold, and vermilion are also important colors, given the high demand for celebratory gifts in Taiwan. Packaging directly impacts purchasing decisions, so traditional Chinese labels, gift wrapping options, and gift boxes are essential investments.

Subsidies and support programs available for expanding traditional crafts into Taiwan

Several subsidies and support programs are available for expanding traditional crafts into Taiwan and other parts of Asia. Be sure to check them out, as they can help reduce initial costs and minimize risks.

• JETRO TAKUMI NEXT: Held annually since 2019. Provides online business meetings with buyers in Taiwan, Hong Kong, the United States, and Europe, as well as overseas promotion support and mentoring. In 2025, 106 companies from 34 prefectures were selected.

- Prefectural subsidies for exhibiting at overseas trade shows: Many prefectures have programs that subsidize 1/2 to 2/3 of the exhibition costs (up to 500,000 to 800,000 yen).

• Manufacturing Subsidy Global Category: Can be used for equipment investment and marketing expenses for developing overseas markets. Subsidy limit: 7.5 million to 30 million yen.

• Subsidy for Sustainability of Small Businesses (Special provisions for those engaged in transactions that contribute to exports, etc.): Subsidy rate of 3/4 up to 500,000 yen. This system is particularly easy to use for artisans and small workshops.

The application period and requirements for these subsidies vary depending on the program. Link Global also provides support for expanding into Taiwan in conjunction with subsidy applications, so please contact us for more information.

Frequently Asked Questions about Traditional Crafts in the Taiwanese Market

Q: What should I start with as my first step?

A: First, we recommend organizing "who you are targeting, what you are offering, and at what price point" on a single page. Your sales channels, trade shows, and social media strategies will all change depending on your target market in Taiwan (gift market / everyday use / interior design market). We can help you organize this in a free consultation of as little as 30 minutes, so please feel free to contact us.

Q: Do I need to prepare the materials in Traditional Chinese myself?

A: For business negotiations with local buyers, you will need at least three documents in Traditional Chinese: a company profile, a product catalog, and a price list. Link Global also provides support for creating Traditional Chinese documents.

Q: How long should I expect to take and what costs should I anticipate before the first transaction?

A: On average, it takes 3 to 9 months from market research to initial buyer negotiations and agency agreement signing. A realistic estimate for the total cost in the first year, including exhibition participation and consulting, is 2 to 4 million yen. Link Global offers ongoing support plans starting from 55,000 yen (tax included) per month, making it possible to start small.

Why choose Link Global? Proven track record of expanding traditional crafts into Taiwan.

Link Global supported the Taiwanese exhibition of Asahikawa furniture from Higashikawa Town, Hokkaido, and this initiative was featured twice in the Hokkaido Shimbun newspaper. Based on our track record of supporting the expansion of a wide range of traditional crafts, including tableware, dyed goods, furniture, and tourist souvenirs, into Taiwan and Asia, we can offer practical advice on "how to sell to which buyers in Taiwan."

If you're considering expanding your traditional crafts into Taiwan or other parts of Asia, please feel free to contact us for a free initial consultation.

▶ Free consultation available here: https://www.linkglobal.jp/contact