“Tainan apple mangoes are truly delicious. The skin is thin, and the flesh is perfectly sweet with a touch of tartness. They’re also loaded with vitamins...”
As the broadcast began, Huang Weizhe, the mayor of Tainan, Taiwan, started speaking as if he were a professional show host. He concluded his prepared remarks by saying, “You guys (Consumers) shouldn’t buy just because I (the mayor) am here; buy because they are delicious.”
On July. 14., Mayor Huang took on the role of a ‘one-day show host’ during a livestream shopping operated by Kakao Shopping in Korea. He was there to promote Tainan City’s top specialty, apple mangoes, which are in season from June to July. He had visited Japan prior to coming to Korea, traveling on a business trip using low-cost carriers (LCCs) and staying at Toyoko Inn, a budget business hotel chain in Japan.
Tainan, one of Taiwan’s six direct-controlled municipalities, is the hometown of former President Chen Shui-bian and where current President Lai Ching-te served as mayor for 18 years, making it a political hub. After the broadcast, in an interview with The Chosunilbo, he stated, “Since a mayor’s appearance fee is much lower than that of a celebrity, I personally travel abroad to promote our agricultural products. As a politician, if I can help raise awareness of our products internationally, I’m more than willing to do this kind of work.”
What brings you to Korea?
“Apple mangoes are one of Tainan’s top three export products. We export approximately 3-5% of our total production, with Korea emerging as a significant importer alongside Singapore. This month alone, we expect to export around 450 tons to these markets. While Japan has been a long-standing destination, we have been focusing on expanding our presence in Korea and Singapore since last year.”
How were sales today?
“Last year, we sold out all 3 tons of mangoes during the broadcast. Today, we sold almost 5 tons. The number of concurrent viewers also increased from around 190,000 last year to up to 266,000 this year, leading to even better results. (The 5 tons of mangoes sold out the next day.)”
Does it affect the mayor’s authority?
“Absolutely not. I believe the mayor’s authority is not diminished by going out for sales. On the contrary, it has a positive impact, allowing the mayor to engage more directly with the community and its citizens.”
In Taiwan, it’s a big deal when politicians connect directly with the public. One notable instance involves current President Lai Ching-te, who made national headlines as mayor of Tainan by providing emergency medical assistance to a patient on a high-speed train while on official duty. This event catapulted him into the national spotlight. Another notable example involves Western New Year’s Eve customs. Since their adoption in the 1990s, Taiwanese mayors have often dressed up and appeared on year-end special broadcasts to entertain citizens. This practice began in 1992 when former President Chen Shui-bian, then the mayor of Taipei, caused a sensation by dressing as Superman with Michael Jackson’s face, creating a major buzz.”
What is the background of Taiwan’s citizen-friendly political culture?
“The citizen-friendly political culture in Taiwan has its roots in the introduction of direct presidential elections in 1996 and the broader democratization of the country. Since then, politicians who are heavy-handed and authoritarian have struggled to get elected. Former President Chen Shui-bian is a notable example; although he engaged with citizens by dressing as Superman, he was not re-elected as Taipei mayor. However, his approval rating during his tenure exceeded 85%. This shift reflects the expectation that politicians chosen by the people should be approachable and engage directly with them.”
Some might not view the mayor’s overseas trips favorably.
“They can’t assume it’s for relaxation because there’s no time for that. Take this schedule for example. I left Taiwan, traveled through Japan and Korea, and will soon return to Taiwan. On this trip, I took a flight at midnight on the 12th. After attending the national jamboree event in Tainan, I finished my duties around 8:30 PM and caught a low-cost carrier (LCC) flight at midnight. I arrived at a budget hotel in Tokyo, Toyoko Inn, around 4:30 AM. I managed the Tokyo schedule from 11 AM that day and arrived in Korea yesterday afternoon. I have to leave again tonight.”
Why do you insist on using low-cost flights and accommodations?
“Before I became mayor, I always flew economy class. It would feel strange to switch to business class just because of my new position.”
His entourage added, “Last night, the mayor stayed at an airport hotel and had pork belly for dinner.”
