Caring for Taiwan Series

"After the 921 earthquake, how much aid and attention will remain in Nantou in the third year? Temporary donations from Taishin have limited impact on the disaster area, only long-term companionship can help Nantou stand up again. Therefore, starting in 2002, the "Caring for Taiwan Series Charity Events" were launched, starting from the good intention of helping residents rebuild after the 921 earthquake, and in 2008, entering other towns in Taiwan, gradually extending care to the entire Taiwanese society."

It took Taishin 20 years to transform Yu Chi Township from a 921 disaster area filled with betel nut trees into a world-renowned tea region. They have helped displaced children become Asian Games gold medalists, with 19 children receiving the President's Award. Taiwan's rice has won a gold award in a competition in Japan, and the second generation is willing to return to the township to grow rice. Embodies the spirit of "seriously making the good sustainable," but most Taiwanese do not know, and even think that "sustainability" is just a slogan, far from our lives.

The tea farmers in Fish Pond Township have bent their backs for 18 years to harvest red tea, turning it into Red Jade. The karate instructor in Guoxin Township has spent 15 years turning countless sweat drops into pearls that shine in the world. If diamonds are polished over time and refined under pressure, then the rice farmers who meticulously crystallize each grain of rice with their lifetime dedication are Taiwan's most precious diamonds. Taiwan Shin Kong Financial Holding continuously discovers the value of this land and, together with local partners, takes the time to carefully crystallize it into a treasure of sustainable heritage in Taiwan.

We are proud to share these "serious creations" with the people of Taiwan, and have invited director Wu Nianzhen to lend his heartfelt voice, bringing Taiwanese people to understand these treasures that have slowly crystallized over time.

After three weeks of being online, the film has surpassed 4 million views! The completion rate is three times higher than that of a typical feature film advertisement, successfully attracting the audience's attention and willingness to understand.

More importantly, Taishin and these local partners are making Taiwanese people start to believe that sustainability is not just a slogan. Sustainability is about using time to slowly crystallize the things that are persisted, turning them into irreplaceable treasures, profoundly impacting Taiwan and everyone in this moment.