Workers pack sunflower seeds at Wengcaiji factory. [Photo/Fujian Daily]

Fujian province has been advancing cross-Strait trade ties in recent years by helping Taiwan-invested enterprises gain "time-honored brand" status, with 14 such enterprises and brands from Kinmen and Matsu already receiving the designation at provincial and municipal levels in Fujian. This initiative reflects their growing integration and equal footing in the local market.

In 2023, national policies began allowing eligible Taiwan-invested enterprises in Fujian to apply for time-honored brand certification — a status once reserved only for mainland companies.

Wengcaiji, a nut and snack brand from Taiwan, set up a factory in Fuzhou in the 1990s as one of the region’s earliest Taiwan-invested food enterprises. It earned "Fuzhou Time-Honored Brand" status in 2024, followed by "Fujian Time-Honored Brand" in 2025, with its success mirroring broader economic integration between the two sides.

For Taiwan-invested enterprises, being recognized as a time-honored brand is not the final goal but a new beginning, with many now reinventing themselves, upgrading operations through digital and green technologies, optimizing business layouts, going live on streaming platforms, and launching collaborations to attract younger audiences. Wengcaiji, for example, has already started livestream sales with influencers, and plans to work with Taiwan-based content creators.

Further steps to promote integrated development between Fujian and Taiwan include a joint task force, which was established in Fujian to strengthen brand collaboration and market connectivity, and an e-commerce team on platforms like Taobao, JD.com, and Pinduoduo to sell products from Taiwan across the country.