TAIPEI (TVBS News) — Taiwan's convenience store giant 7-Eleven (統一超) has launched Southeast Asian product zones in nearly 300 stores across the island since 2024, achieving a remarkable 10% boost in individual store sales. The strategic initiative targets the growing demand from international tourists, foreign workers, new residents, and international students seeking familiar international cuisine and lifestyle products. The expansion reflects Taiwan's increasingly diverse demographic landscape and consumer preferences.
Internal sales data from 7-Eleven reveals that chili sauces, snacks, and energy drinks have emerged as the three most popular categories within these specialized zones. Products like Hau Sanh Hot Chili Sauce and ABC Sambal Nusantara Terasi have gained particular traction among diverse consumers. The company imports tropical fruits including durians and mangosteens from Thailand, Vietnam, and the Philippines through multiple channels including stores, pre-order magazines, and their online platform "iBargain" (i划算).
7-Eleven has established a specialized training program for foreign students from universities and colleges to attract a more diverse workforce across Taiwan. The company plans to establish more than 10 demonstration stores near major business districts by year's end. These innovative locations will feature "foreign-friendly name tags" and smart tablets equipped with real-time translation tools, helping international staff members adapt to the work environment while ensuring seamless customer service despite potential language barriers. ◼