To showcase Matsu’s distinctive local cuisine, cultural character, and tourism appeal, Matsu National Scenic Area Headquarters of the Tourism Administration, Ministry of Transportation and Communications has been actively supporting local businesses in upgrading their products and services while promoting cross-sector collaboration. At the “2026 Tourism Circle Market Day,” held from October 16 to 19, 2026, the Headquarters led a delegation of Matsu-based businesses to achieve outstanding sales results and earn widespread acclaim.
The eight local vendors participating in the event generated an impressive total of NT$444,171 in sales over the four-day market, attracting large crowds and experiencing strong demand for their products. Among them, Matsu Changqi Mountain Kaoliang Liquor and Matsu Yi Jin Na Pastry Museum stood out for their exceptional flavors and innovative product quality, taking home multiple honors at the Tourism Circle Awards.
In addition, Matsu National Scenic Area Headquarters partnered with the Matsu Food and Beverage Association and four selected local businesses to facilitate cross-sector collaboration with FamilyMart convenience stores. This initiative aims to expand distribution channels and give consumers across Taiwan greater opportunities to conveniently purchase authentic Matsu specialties at FamilyMart outlets in the future.
Eight Outstanding Local Businesses Shine, Showcasing Matsu’s Maritime Heritage and Distinctive Spirits
The eight Matsu-based businesses participating in the event brought their most representative local specialties and creative culinary offerings to the “2026 Tourism Circle Market Day,” showcasing the islands’ distinctive maritime flavors, traditional liquor aromas, and exquisite pastries to visitors:
Hainan Xianshi: Specializing in freshly harvested mussels delivered directly from the source, freshly caught wild octopus, and succulent shrimp marinated in aromatic traditional Matsu rice wine, bringing the irresistible freshness and sweetness of the islands’ seafood straight from the harbor to the table.
Guxiang B&B: Featuring a selection of Matsu-inspired specialty beverages, honey beer, traditional Matsu herbal tea, Peach Blossom Tea, and the hugely popular “Blue Tears Tea,” delighting visitors with an unforgettable combination of visual appeal and refreshing flavors.
Matsu Na Li: Featuring classic Matsu aged rice wine vermicelli, rich sorghum liquor fermented bean curd, and an innovative brown sugar milk tea infused with aged rice wine, bringing the authentic traditional flavors of Matsu to the market.
Lin Yi He Workshop: Featuring aged rice wine sausages, red yeast rice cooking sauce, red yeast rice scallion crisps, and Matsu red yeast rice pork sauce vermicelli gift sets, showcasing the rich heritage and culinary versatility of Matsu’s traditional red yeast rice culture.
Matsu Changqi Mountain Liquor: Featuring its signature Changqi Mountain liquor and uniquely flavored sweet potato liquor coffee, showcasing an innovative take on Matsu’s distinctive drinking culture.
Blue Tears on the Tip of Your Tongue: Featuring the romantic and subtly intoxicating “Blue Tears Wine,” bringing Matsu’s one-of-a-kind natural wonder to life in every glass.
Matsu Yi Jin Na Pastry Museum: Featuring an impressive selection of Matsu traditional pastries, including Matsu Crisps, Hibiscus Pastries, sesame rice treats, Kitchen God Candy, Jiguang Bread, aged rice wine Tieguanyin milk tea, fish noodle chips, and soft-centered eggs marinated in aged rice wine. The highlight is the exclusive launch of “Garlic Mussel Cola Nuts,” a unique snack jointly developed with Lian Hwa Foods and the Lienchiang County Government, for which the museum serves as the exclusive distributor.
Bing Bing You Li: Offering a diverse selection of Matsu specialties, including Matsu Kaoliang liquor, Dongyin aged Kaoliang liquor, traditional Matsu aged rice wine, and aged rice wine vermicelli. The selection is complemented by popular local snacks such as thick-cut mussel potato chips and crispy shrimp rolls infused with aged rice wine, providing visitors with a wide variety of unique Matsu souvenirs to choose from.
Shining on the National Stage! Matsu Tourism Circle Businesses Win Multiple Honors at the “Tourism Circle Awards”
In the highly competitive “Tourism Circle Awards,” Matsu businesses stood out with their high-quality products and compelling local stories, earning impressive recognition. Matsu Changqi Mountain Liquor took home two honors: the “Best Taste Award – Honorable Mention” and the “Best Souvenir Award – Recommended Award.” Meanwhile, Matsu Yi Jin Na Pastry Museum also received the “Best Taste Award – Recommended Award.”
These accolades not only demonstrate the innovation and product development capabilities of Matsu’s local businesses but also further strengthen the market influence and brand value of Matsu as a tourism destination.
Four-Day Market Sales Surpass NT$440,000! Incredible Crowds and Record-Breaking Sales!
During the “2026 Tourism Circle Market Day,” held from October 16 to 19, the Matsu exhibition area attracted large crowds of food lovers and visitors, drawn by the authentic ingredients and distinctive flavors of its local specialties. According to sales statistics, the eight participating businesses generated a combined total of NT$444,171 over the four-day event. Freshly prepared local delicacies and carefully curated souvenir gift sets were repeatedly sold out due to overwhelming demand, delivering an outstanding sales performance.
Expanding Business Opportunities Through Cross-Sector Collaboration! Partnering with the Matsu Food and Beverage Association and Four Local Businesses to Connect with FamilyMart’s Retail Network
To overcome the geographical limitations of the outlying islands and support the sustainable development of local businesses, Matsu National Scenic Area Headquarters brought together the Matsu Food and Beverage Association and four businesses participating in the Tourism Circle Market Day for cross-sector collaboration. The participating businesses included Lin Yi He Workshop, Matsu Liquor Biotechnology Co., Ltd. (Matsu Na Li), Cai Xing International Trading Co., Ltd. (Matsu Changqi Mountain Liquor), and Ding Hao Food Store (Matsu Yi Jin Na Pastry Museum). Through this initiative, successful business matchmaking was established with FamilyMart, one of Taiwan’s leading convenience store chains.
Building on this collaboration, the initiative aims to introduce Matsu’s specialty products to convenience stores and online retail channels across Taiwan, giving consumers nationwide the opportunity to purchase high-quality local Matsu specialties without having to travel to the islands.
Matsu National Scenic Area Headquarters Director Hung Chih-kuang stated that the promotional campaigns surrounding the market exhibition and the Tourism Circle Awards have not only raised the visibility of local businesses but also opened up new opportunities for the transformation and upgrading of Matsu’s island-based industries through the successful retail partnership with FamilyMart.
Looking ahead, Matsu National Scenic Area Headquarters will continue to strengthen connections across the tourism industry supply chain and help more local Matsu businesses expand their market reach, with the goal of building a sustainable tourism industry that combines distinctive cultural identity with commercial competitiveness.
