Taichung Shopping Festival — ALL CITY ON SALE

What began in 2019 as a consumption-stimulus campaign has evolved into Taiwan's most representative city-branding platform — powered by one unifying idea: ALL CITY ON SALE.
This single concept turns everyday spending into the gateway to experiencing a city. Rather than relying on discounts and short-term promotion, the 7th edition integrated five domains — Culture, Tourism, Commerce, Community and Technology — into one coherent brand journey through the City Experience Gateway and Brand Identity System.
The campaign unified every channel under a consistent narrative. Online, the TCPASS app handled registration, receipt logging, multilingual service and prize redemption in a single seamless journey. Offline, department stores, local shopping districts, public and traditional markets, night markets and food vendors all participated through one shared mechanism. Weekend live-draw events across the city's four lifestyle zones connected festivals, markets and international exchange into the same brand story.
The integration delivered measurable, citywide results. The 2025 festival generated NT$37.4 billion in registered spending and NT$76.4 billion in economic output — both record highs — with all four districts growing and the coastal area rising 21.8%. Over 260,000 merchants joined; the TCPASS app surpassed 3.1 million downloads; and participants came from 106 countries, supported by foreign-friendly registration, multilingual services and joint promotion with six countries' diplomatic representatives.
Beyond results, 47.11 million accumulated transaction records turned participation into data, and data into governance — informing district development, tourism and city marketing in a continuous cycle.
Taichung Shopping Festival proves that a single, powerful idea can connect channels, industries and communities — transforming daily consumption into lasting brand value and a replicable model for city marketing.