The Chinese have always placed an emphasis on requirements of etiquette and decorum. Among these, gift giving is a significant means of demonstrating courtesy. As the nation's economy prospers, gift giving and the packaging of gifts has received growing attention.

Appropriate for almost any occasion, fruit is one of the most beneficial and widely enjoyed of all gifts. When bright, delectable fruits are carefully arranged in a basket, wrapped in colored cellophane and topped with a bow, they may even be so attractive as to make the receiver hesitant to eat them! Decorated fruit baskets, long popular in America, Europe and Japan, are now becoming popular in Taiwan as well.

Shangfeng was the first among the forerunning fruit basket companies in Taiwan. Hu Kuo-jung, the company's president previously worked in the travel business. During frequent travels abroad, he noticed the popularity of fruit baskets in other countries, but was unable to purchase a similar item in Taiwan. He decided to set up his own fruit basket company four years ago. At present there are about six successful fruit basket companies on Taiwan, including the newly opened Chia Chia Company and the Huakuowu Company.

Fruit baskets must cater to the recipient. Baskets for foreigners contain exotic local fruits unavailable in their own country. Those for Chinese contain various imported fruits. While a foreigner may enjoy a basket with local bananas, muskmelon and star fruit, the Chinese would be most pleased by a basket of imported pears, apples and grapefruit.

When sent to the bedridden, a basket of fruit is not only enjoyable, but nourishing and therapeutic as well. The Chinese have customary taboos on eating specific fruits while suffering from certain illnesses, all of which must be considered by the fruit basket company. Yen Sung-t'ao, president of the Chia Chia Company requests that the customer inform them of the illness of the recipient. Diabetics are given fruits low in sugar content. Papayas are an aid to those with stomach ills, but must be avoided by women during pregnancy.

While attractive, the cellophane with which fruit baskets are wrapped is not conducive to the air circulation which fruit requires to maintain freshness. Fruits such as peaches which spoil quickly are often avoided. Regardless of the fruit however, baskets should always be opened immediately upon receiving.

Because of their susceptibility to spoilage, fruit baskets cannot be sold ready-made, off the shelf, as are other products. Selections are based on wax fruit samples and catalogue photos. Attractive sales pamphlets are thus an important part of sales promotion. Chia Chia and Shangfeng send catalogues through direct mail to various business establishments and organizations, while Huakuowu distributes pamphlets personally. After pamphlets are distributed, companies must rely on customer satisfaction and word of mouth to promote their product.

At present, most fruit baskets are purchased by business firms, particularly trading companies who send them to their foreign clients. But as Taiwan's citizens become increasingly affluent, these exquisitely wrapped baskets of superior quality fruits, both pleasing to the eye and beneficial to the health, will undoubtedly become universal gift items.

(Jill Ardourel)

[Picture Caption]

1. The generous gift of an elegant fruit basket can also be of useful benefit to the recipient. 2. Fruit baskets wrapped in gold cellophane are cheerful and attractive. 3. A fruit basket makes an elegant gift, bringing delight to the receiver. 4. Splendid displays of artificial fruit models in a fruit basket store make passersby take a second look.

1. Plump, fresh fruits are arranged in a basket shaped like a traditional Chinese gold ingot, symbolizing wealth and satisfaction. 2. Wines or juices may accompany the fruits, increasing the basket's attraction as well as price. 3. A female clerk covers a fruit basket with cellophane. 4. Such fruit baskets are so attractive that one is often hesitant to eat their contents.

2. Fruit baskets wrapped in gold cellophane are cheerful and attractive.

3. A fruit basket makes an elegant gift, bringing delight to the receiver.

4. Splendid displays of artificial fruit models in a fruit basket store make passersby take a second look.

1. Plump, fresh fruits are arranged in a basket shaped like a traditional Chinese gold ingot, symbolizing wealth and satisfaction.

2. Wines or juices may accompany the fruits, increasing the basket's attraction as well as price.

3. A female clerk covers a fruit basket with cellophane.

4. Such fruit baskets are so attractive that one is often hesitant to eat their contents.