Put Taiwan on the Label Exclusive interview with CCA Minister Tchen Yu-chiou

"What is 'Taiwanese'? In this age of globalization and the global village, what makes Taiwan Taiwan?" Taiwan Fashion Party hostess and Minister of the Council for Cultural Affairs Tchen Yu-chiou believes that branding can help Taiwan answer that question. Branding can make the world sit up and notice us.

Tchen asserts, "We should strive to hold onto characteristics of our culture in everything, from the basic necessities of life to education, leisure, artistic values, and aesthetics, so that when others see us, they will know right away where we hail from."

The CCA, which began contemplating the task of integrating culture and industry nine years ago, considers the industrialization of culture and the "culturization" of industry as primary policies. In 2003, the CCA, which focuses on select industries each year, locked in on fabric and clothing designers.

"Taiwan's textile industry is world class. During the recent World Cup football matches held in Japan and Korea, the uniforms of many of the players were manufactured in Taiwan. Not only that, some of the fabric that goes into the suits worn by astronauts is made in Taiwan." Tchen feels that lack of integration among industries is the reason so few Taiwanese use the quality fabric made in Taiwan.

"Every country has its own costumes-outfits that best represent its culture. Every country, that is, except Taiwan. What's more, many Taiwanese would enjoy wearing clothing that reflects Taiwan's modernity, but there is nothing suitable out there to wear. Consequently, we are encouraging the people of Taiwan to develop their own style. I believe that in another ten years, we will have our own national dress," remarks Tchen confidently.

Since assuming office, Tchen has emphasized developing local fashion. Three years ago, the CCA started by holding symposiums to discuss ways to push Taiwanese brand names into the limelight. In 2002, it invited Timmy Yip, recipient of an Oscar for best costume design for the movie Crouching Tiger, Hidden Dragon, to hold an exhibition sharing his 20 years of design experience with the people of Taiwan. In 2004, the CCA will pull out all the stops as it organizes everything from fabric development and clothing design exhibitions to training seminars and overseas study trips, so that veteran designers can nudge younger ones toward the international market.

Tchen remarks, "This activity, a successful example of interdisciplinary cooperation among government agencies, has brought together the Industrial Development Bureau of the Ministry of Economic Affairs, the Taiwan Textile Federation, the Taiwan External Trade Development Council, and the CCA to build a cultural industry platform aimed at propelling Taiwanese brand names toward the international stage." Past results achieved through sporadic promotion by designers and individual government agencies have not been enough to get the names of Taiwanese designers onto international marquees or draw the interest of world-class buyers. Looking to the future, the CCA hopes that younger designers will raise their sights and aim at getting onto the international stage."

Tchen explains that although the CCA's current task is developing innovation and skills, the Ministry of Economic Affairs will be responsible for work at later stages, including market promotion and investment, so the two agencies will have to cooperate closely. "The Taiwan Fashion Party is only the first step. In the future, we will be working together every year and we will need a little time before we start seeing results." (tr. by Chris Findler)