Text: Wheel Giant

In response to new U.S. reciprocal tariffs, Taichung Mayor Lu Shiow-Yen has announced a subsidy program to support local industries, including the bicycle sector, in expanding their international market presence through trade show participation. On May 21, the Taichung City Government confirmed that the first round of NT$25 million (approx. USD 780,000) in funding is ready and will benefit nine major trade associations, including those in the bicycle, machine tool, and aerospace sectors.

The subsidy initiative follows a strategic meeting held by Mayor Lu on April 7 with representatives from Taichung’s industry associations. Economic Development Bureau Director Chang Feng-Yuan stated that the funding process has been streamlined to quickly provide financial relief to companies facing export challenges due to the tariffs.

Priority for subsidies has been given to associations heavily impacted by the new U.S. tariffs. The selection considered the percentage of Taichung-based members and their past international exhibition participation. The subsidies will cover up to 50% of total project costs, specifically for venue rentals, booth setup, website translation, and digital platform development. Over 80% of the funds must benefit Taichung-based exhibitors to promote local industry growth and international competitiveness.

Hope Chou, Secretary-General of the Taiwan Bicycle Association, described the support as "a timely lifeline," enabling companies to maintain a strong presence at global trade shows.

Meanwhile, Taichung’s long-anticipated International Exhibition Center is expected to begin operations by the end of the year. This venue will further bolster international trade opportunities by hosting global exhibitors and buyers.

As part of these efforts, Taiwanese bicycle manufacturers—led by the Taiwan Bicycle Association and Wheel Giant Inc.—will participate in EUROBIKE 2025, held in Frankfurt from June 25 to 29. Wheel Giant emphasized Europe’s critical role in the e-bike market and pledged to support companies unable to attend in person through its Global E-Bike Source (EBS) catalog, ensuring continued international exposure and order opportunities.