TAIPEI (Taiwan News) — Tainan Mayor Huang Wei-che (黃偉哲) led a delegation to the International Food & Drink Event in London to promote the city’s agricultural and fishery products.

According to the Tainan City Government, more than 900 trade negotiations were facilitated from March 30 to April 1, generating an estimated NT$150 million (US$4.7 million) in business opportunities, per CNA.

Tainan Agriculture Bureau Director Li Fang-lin (李芳林) said the most popular items at the Tainan Pavilion were fresh pineapples and guavas. Tasting events drew strong interest from buyers, including international attendees and Taiwanese living in London, many of whom welcomed the chance to sample familiar flavors from home.

Li said it marked Tainan’s first participation in the exhibition. Given the potential of the UK market, the bureau confirmed plans to expand its presence next year and continue developing products tailored to European consumer preferences to strengthen export competitiveness.

He added that the pavilion featured a range of agricultural and fishery producers, with Huang personally leading the delegation as part of an initial effort to “test the waters.” The response exceeded expectations, with many British buyers showing strong interest and some returning after initial contact.

Li said Tainan’s agricultural exports are already well established in Asian markets such as Japan, South Korea, and Singapore. Since last year, the city government has expanded outreach to Oceania and Europe, receiving positive responses in countries including Australia, the Netherlands, and France.

This year’s participation in the UK exhibition aimed to better understand local quarantine regulations and market conditions. With the continued development of Tainan’s cold-chain export system, officials said the city is working toward long-term cultivation of the UK market.