TAIPEI (Taiwan News) — The Taipei Economic and Cultural Office in Peru has launched an advertising campaign in Lima to promote Taiwan’s semiconductor industry.

The campaign began on Oct. 18 and will run through Nov. 16, coinciding with the APEC summit. The official slogan, "Chip in with Taiwan for global prosperity," emphasizes Taiwan’s expertise in semiconductor technology and AI, CNA reported. Six major traffic intersections in the city display electronic billboards featuring the word "Taiwan.”

Chen Shi-tang (陳世堂), president of the Taiwanese Chamber of Commerce in Peru, said that Taiwan's reputation as a global leader in high-tech chip production has elevated its visibility and favorability in Peru. He noted an increase in local media reporting on Taiwan compared to previous years.

The APEC summit began on Nov. 10 under the theme, "Empower. Include. Grow." President Lai Ching-te (賴清德) dispatched envoy Lin Hsin-yi (林信義) to represent Taiwan’s interests at the forum. 

At a pre-departure press conference, Lin said he would convey Taiwan’s commitment to supporting peace and stable development in the Asia-Pacific region, positioning Taiwan as a trustworthy member of the international community. He also vowed to garner support from more international allies.