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1. Introduction

Even amidst its laid-back atmosphere, there are many instances where efficiency and speed are prioritized—this is a defining characteristic of Taiwan.

Known as a pro-Japanese country, Taiwan is home to many kind and friendly people. Its national character, which makes it impossible to ignore someone in need, is familiar even to the Japanese. The fact that approximately 25 billion yen in donations was raised following the Great East Japan Earthquake is a symbolic example of this.

In everyday conversation, phrases like “慢慢來” (manmanlai), meaning “Take your time,” and “沒關係” (meiguanxi), meaning “It’s okay, no problem,” are frequently used. These expressions also reveal a gentle and tolerant disposition.

On the other hand, when you actually live there for an extended period, you realize that behind this harmonious atmosphere lies a side that values swift decision-making and action.

In Taiwan, the term “阿莎力 (Assari)” is used to describe moving forward with matters “efficiently and quickly.” This word derives from the Japanese “あっさり” (assari), demonstrating that the influence of the Japanese colonial era still lingers in the language today.

In Taiwan, where Mandarin (Taiwanese Mandarin) is the primary language but is used alongside Taiwanese (a dialect derived from Min Nan, spoken in southern Fujian Province, China), many Japanese-derived words remain. “Ringo” (apple) and “oshibori” (wet towel) are just a few examples.

In particular, the author has frequently heard the term “Assari” in business settings involving Japanese and Taiwanese people. While Japanese people prioritize accuracy and proceed cautiously, Taiwanese people tend to seek faster decision-making. This difference symbolizes the distinct national characteristics of the two groups.

There are also numerous products and services that have become hits by catering to these characteristics of the Taiwanese people. In this article, we will explore Taiwan’s national character—which combines gentleness and speed—through specific trends.

2. A long-selling product where versatility leads to faster cooking

The “Dahong Electric Rice Cooker,” which has been sold in Taiwan since 1960, is an indispensable appliance in Taiwanese households. It is said that each household owns an average of 1.7 to 1.8 units, and this high penetration rate speaks to how deeply it has become ingrained in daily life.

The Datong Electric Rice Cooker’s defining feature is its versatility, which extends far beyond simply cooking rice. It can handle a variety of cooking tasks—such as steaming, simmering, and reheating—all in one appliance, and has long been favored by busy Taiwanese as an efficient way to prepare meals. It has become such an integral part of daily life that some people even take it with them when traveling abroad or studying overseas.

On social media, numerous posts show users stacking stainless steel containers to cook multiple dishes at once, and the practice of “saving time through simultaneous cooking” is widely shared. This practical approach aligns with Taiwanese values of “wanting to get things done efficiently and quickly,” which is the reason behind its status as a long-selling product for over 60 years.

In 2024, Daido launched a new product called the “Qingxiang Cooking Set,” which builds on the concept of this electric rice cooker. The set combines a multifunctional rice cooker with a temperature-adjustable electric kettle, designed to share a single heating plate.

In addition to cooking methods such as boiling, steaming, simmering, and stir-frying, it can also boil water for making tea or coffee, making it suitable for a wide range of uses. Because it is compact, space-saving, and simple to operate, it has gained popularity, particularly among young people living alone and the elderly. The price is around 20,000 yen (varies by retailer). In 2025, it also received the Taiwan Excellence Award.
 

In Taiwan, where the number of single-person households continues to rise, features such as “all-in-one” functionality and “minimal cleanup” significantly impact daily efficiency. Such functional designs are highly compatible with the Taiwanese national character, which values speed and practicality.

3. Taiwanese Shāoyáo Yǐn (Hand-Shaken Drinks): A Culture That Satisfies Both the Thirst and the Appetite

The value placed on efficiency and speed is strongly reflected in Taiwan’s dining culture.

With its subtropical climate, Taiwan experiences many hot days, and the streets are lined with numerous drink stands known as “shouyao yin” (hand-shaken drinks). As of 2025, approximately 1.07 billion cups are consumed annually, and the number of shops has reached about 16,000. This number continues to grow, with an average of 40 new shops opening every month.

In addition to familiar menu items found in Japan, such as bubble milk tea, fruit tea, and fresh juices, unsweetened Taiwanese tea and black tea have also gained popularity in recent years due to a growing health-conscious trend.

Among these, drinks known as “chewable drinks” (jūzhé xì) are particularly popular, especially among young people. These are “drinks you chew” that incorporate ingredients with distinct textures, such as tapioca pearls, rice cakes, pudding, and agar. In Taiwan, the term “QQ” (pronounced “kyu-kyu”) is used to describe this chewy, bouncy texture.

These drinks are more than just beverages. In addition to the convenience of being able to operate a smartphone while drinking with one hand, they are also substantial enough to serve as a meal replacement in many cases. They are popular because they allow people to “eat” and “drink” at the same time amid their busy daily lives.

Furthermore, with frequent new product releases and character-themed collaboration cups, these drinks have high virality on social media and serve as a “lifestyle icon to carry around” for young people.

These hand-shaken drinks embody the values of Taiwanese people who want to eat efficiently, quickly, and enjoyably. This style, which fuses “drinking” and “eating,” is not merely a trend but a rational food culture deeply rooted in daily life.

4. Reinterpreting “Taiwanese Identity” Through the Evolution of Chewing Culture

These “chewable drinks” have continued to evolve in recent years. What sets them apart is that they go beyond simply adding texture; they incorporate traditional Taiwanese cuisine and culture to create new value.

The signature product of the popular drink chain “Yi Mu Ri”—“Dai Wan Nai Cha”—is a prime example of this trend. It features a milk tea infused with the scent of bamboo, to which small pieces of the rice cake portion from the traditional Taiwanese dish “Cao Zi Guo” are added.

“Daiwan” is a Taiwanese word meaning “Taiwan,” and the drink itself is designed to embody the essence of Taiwan. By incorporating traditional food into a chewy drink, it successfully highlights both novelty and local character, becoming a major topic of conversation on social media.

In addition, “Wanpo Daoyu Hongcha,” a popular drink chain among young people, launched a limited-edition product called “Rice Mochi Taro Paste Milk Tea” in November 2025. This drink combines taro paste with soft mochi, layering multiple textures within the milk tea.

This product became a hot topic, including for its visual appeal, as a trend spread among young people to use chopsticks instead of a straw to lift the mochi and film its stretchy movement to post on social media.

What these examples have in common is that, in addition to blending “drinking” and “eating,” they integrate traditional foods, textures, and visual experiences. The design—which delivers multiple values simultaneously in a single cup and provides instant gratification—is strongly tied to the values of Taiwanese people, who prioritize efficiency and speed.

Furthermore, these drinks are not merely time-saving foods; they are expanded into “experiences” through sharing on social media. This structure, which satisfies both convenience and buzzworthiness, represents the current evolution of hand-shaken drinks in Taiwan. 

5. Summary

In Taiwan, where the phrase “Take your time” is deeply ingrained in daily life, the country is often perceived as a calm and tolerant society.

However, in actual daily life, speed and efficiency are strongly demanded in decision-making and action. Simultaneous cooking with multifunctional appliances, the “integration of drinking and eating” seen in hand-shaken beverages, and even the evolution of chewy drinks incorporating traditional foods—all of these stem from a rational mindset aimed at achieving maximum satisfaction within limited time.

In Taiwan, “efficiency” is not merely about saving time. Its defining characteristic is that it constitutes a single act of consumption that encompasses convenience, satisfaction, and even the experiential value of sharing on social media.

The coexistence of calmness and speed—elements that appear contradictory at first glance—is the very essence of the Taiwanese market. Understanding this duality is a crucial perspective when considering product development and marketing.

In Taiwan, this rationality and ingenuity are evident not only in the semiconductor and IT industries but also in everyday consumption. It remains highly worthwhile to keep an eye on these trends in the future.