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Feng Chia University’s Big Data Analytics and Knowledge Center, under the College of Business, partnered with the Economic Development Bureau of the Taichung City Government to analyze consumer transaction data registered during the 2025 Taichung Shopping Festival. The findings were incorporated into the city government’s international award submission titled “An Ecosystem of Cross-Sector Collaboration.” In 2026, the Taichung Shopping Festival received a Silver Stevie Award in the Award for Innovation in Government category at the International Business Awards (IBA), as well as a Gold Award in the Integrated Marketing Campaign category at the MUSE Creative Awards.
The Feng Chia University research team examined consumer spending during the 2025 Taichung Shopping Festival from five perspectives: Taichung’s four major living areas, cross-city and cross-county spending, local commercial districts and traditional markets, overseas consumers, and themed event weeks. The analysis showed that the actual transaction value registered in all four living areas increased from the previous year. The coastal area recorded the largest year-on-year increase of 21.8%, while the mountain and Tun District areas each grew by 4.4%, and the former urban area grew by 4%. Growth across all four areas, particularly the strong increase along the coast, demonstrates that spending generated by the festival was not concentrated in a single commercial hub but extended to communities beyond the city center.
The festival also attracted consumers from other cities and counties, encouraging spending in local commercial districts and traditional markets. Consumers from Changhua County registered NT$2.06 billion in actual transaction value, followed by NT$880 million from Nantou County and NT$450 million from Kaohsiung City. Registered receipts reached NT$29.56 million in the Taiping Shuxiao Commercial District, NT$25.45 million in the Dongshi Commercial District, and NT$17.29 million in the Dali Zhongxing Commercial District. Jianguo Market recorded NT$50.96 million.
Consumer spending during themed event weeks exceeded that of other periods. Based on the seven-day period beginning on the event date, the Fengyuan Halloween event week generated an average daily registered transaction value of NT$19.15 million, 30% higher than the NT$14.73 million daily average for the remaining festival period, excluding that event week. Event weeks in the Central District and Wufeng recorded increases of 16.5% and 15%, respectively. These findings indicate that themed events incorporating local characteristics can convert visitor traffic into actual consumer spending, providing a useful reference for the city government when planning themed events and partnerships with commercial districts.
Overseas consumers primarily came from nearby Asian markets, including Malaysia, mainland China, Hong Kong, and Japan. Their spending was concentrated in department stores and automotive parts-related categories, with consumers aged 20 to 39 forming the largest demographic group. The data provide a clearer picture of the origins and spending patterns of the festival’s overseas consumers and can inform the city government’s international marketing strategies, promotional content for overseas audiences, and selection of collaborative channels.
The Economic Development Bureau of the Taichung City Government stated that, in addition to encouraging participation among Taichung residents, the festival aims to direct spending into the city’s various living areas, commercial districts, and markets through consumer incentive mechanisms, while attracting consumers from other cities, counties, and overseas. The bureau will continue using data to monitor consumer trends and improve its event planning.
Feng Chia University’s Big Data Analytics and Knowledge Center stated that analyzing consumer data transforms the outcomes of large-scale events into concrete spending indicators. This enables the city government to assess policy outcomes across regions, consumer groups, and event types, identify which living areas, commercial districts, and activities generate stronger spending performance, and use the findings to inform future policy planning and resource allocation. The center will continue applying data analytics to evaluate event outcomes and support the development of local industries and city marketing.
Feng Chia University’s Big Data Analytics and Knowledge Center collaborated with the Economic Development Bureau of the Taichung City Government to analyze consumer transaction data registered during the 2025 Taichung Shopping Festival and support the city government’s award submission. In 2026, the festival received a Gold Award in the Integrated Marketing Campaign category at the MUSE Creative Awards.
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