“Hsinchu Way” Showcases the Food, Culture, and Experiences of Hsinchu City at NATAS Travel Fair to Expand the Singapore Travel Market

HSINCHU, TAIWAN (MERXWIRE) – Hsinchu City Government is today (8/21) traveling to Singapore once again for the “NATAS Holidays 2026” travel fair to continue expanding the city’s international tourism market and enhance Singaporean travelers’ impressions of Hsinchu. The exhibition area on the theme of “Hsinchu Way” introduces the three main aspects of the city’s travel offerings: “Experience Fun, Eat Local, Tour Hsinchu.” There are also interactive games, photo spots, and specialty gifts to show Singaporeans how the Windy City is a wonderful place to have fun, enjoy great food, and stroll around.

Hsinchu City Mayor Ann Kao said that Hsinchu is not just a high-tech city. It is also a city filled with history, culture, natural beauty, and specialty foods. “Hsinchu Way” was chosen as the city’s theme for participating in NATAS Holidays to convert the diverse travel elements of Hsinchu into a more fun and accessible holiday experience. Cultural handicrafts, foodie adventures, family-friendly activities, and urban attractions will help international visitors create personalized itineraries tailored to their interests. By taking part in the international fair, she hoped to introduce more Singaporeans to Hsinchu, encourage them to make Hsinchu a part of their itinerary in Taiwan, and raise the visibility of Hsinchu in the international travel market.

According to the Tourism Administration of Ministry of Transportation and Communications, 177,501 people traveled to Taiwan from Singapore between January and May in 2026. Of these, 144,560 (81%) were for tourism. Most visitors were aged between 30 and 39, with 86% being Free Independent Travelers (FIT) in Taiwan for self-guided tours. The data indicated that there was strong demand among Singaporean travelers for FIT and in-depth tourism in Taiwan. Hsinchu City has responded to the nature of the Singaporean travel market by placing more emphasis on the FIT needs in its promotion of Hsinchu tourism. A full expose of attractions, food, cultural experiences along with shopping and souvenirs is provided in the hopes of persuading more Singaporean holidaymakers to include Hsinchu in their Taiwanese plans.

According to Yu-Chih Lin, the Director of City Marketing Department at Hsinchu City Government, Hsinchu Pavilion chose “Hsinchu Way” as its theme this year. Presentations on Hsinchu tourism will cover Hsinchu’s cultural handicrafts, family activities, outdoor activities, specialty foods, cafes, urban photo spots, coastal scenery, and cultural sights. These will provide the Singaporean people with everything they need to know about “how to play, what to eat, where to go, and what to buy” in Hsinchu. Local specialties such as Hsinchu Rice Vermicelli, Pork Balls, and glassmaking are also promoted at the travel fair. The specific and interactive contents help the Hsinchu City brand make a more vivid impression on international travelers.

The pavilion is hosting “Make Your Own Pork Ball Soup” interactive games as well. “Pork Ball”, one of Hsinchu’s signature foods, is transformed into a fun ping-pong ball challenge. By throwing ping-pong balls into a bowl with 3×3 squares, participants can learn about the culture of Hsinchu Pork Balls. The activities and photo spots make “Hsinchu Way” a memorable experience for visitors to the travel fair. The fun interactive experiences not only leave Singaporeans with a stronger impression of Hsinchu’s food and urban specialties but also imbue the Hsinchu exhibition area with a lively atmosphere.

In addition to the interactive games, Hsinchu City has produced a range of custom 3D EasyCards featuring city motifs as promotional giveaways. Local elements such as rice vermicelli and pork balls are incorporated into the card design. The card can be used on public transport so travelers can not only take a keepsake from Hsinchu home with them, but can also actually use them while traveling throughout Taiwan. The specialty souvenirs that are “visible, portable, and practical” will continue promoting Hsinchu City beyond the travel fair and serve as a hook for international visitors.

The City Marketing Department noted that Hsinchu City’s latest participation in NATAS Holidays will not only promote city tourism to ordinary consumers but also expand exchanges and collaborations with local travel operators. The city will be taking part in the Taiwan Tourism Promotion Conference on August 24 and is arranging for travel operators from Taiwan and Singapore to meet with each other to share Hsinchu City’s tourism resources and specialty itineraries. Industry matchmaking will help package Hsinchu’s sighs, foods, and experiences into more attractive travel products. Hsinchu’s marketing of the city can then be converted into actual travel itineraries to attract more visitors from Singapore.

NATAS Holidays 2026 will be held from August 21 to 23 at Singapore Expo. The fair is open from 10:00 to 21:30 daily, and the Taiwan Pavilion is at booth 3H07. Hsinchu City is connecting with the people of Singapore through “Hsinchu Way” in a fun and interesting manner that highlights the city’s unique character. The continued promotion of “Experience Fun, Eat Local, Tour Hsinchu” in Hsinchu will introduce more international visitors to Hsinchu, make them fall in love with city, and expand the international tourism market of the city.

Media Contacts:
City Marketing Department of Hsinchu City Government
Cheng Shu Chi
+886-3-5216121 ext. 521

SOURCE: City Marketing Department of Hsinchu City Government