以設計驅動台灣「知識服務產業」__2025 新加坡世界設計商務論壇主題演講

 

Taiwan’s Journey as an Economic Powerhouse Through Design

Keynote at the World Design Business Forum Celebrating the 40th Anniversary of the Design Business Chamber Singapore (DBCS) September 18, 2025 | Singapore

以設計驅動台灣「知識服務產業」

回首 2025 新加坡世界設計商務論壇主題演講

2025 年 9 月，我受邀前往新加坡參加「新加坡設計業總商會（DBCS）」四十週年慶典並發表主題演講。站在這座二十年前我曾生活過、並擔任亞太區主管職務的樞紐城市，內心充滿回憶。當年，我見證了新加坡如何以其優越的樞紐地位，將亞洲的構想推向全球；二十年後，我帶著「看見台灣基金會（iSee Taiwan Foundation）」的使命回到故地，與亞洲數百位企業領袖分享台灣如何透過「設計」轉型，邁向下一波經濟高峰。

一、 核心願景：從產品製造轉向「知識服務」

在 AI 與自動化技術逐漸取代例行性工作的時代，全球經濟正經歷一場寧靜革命：從單純的「產品製造」轉向「知識服務產業（Knowledge Service Industry）」。

在看見台灣基金會，我們聚焦於價值鏈的四個環節——發掘、整合、行銷與服務。我們的使命是將台灣的文化與產業資產，轉化為全球性的知識型服務產業。我們相信，設計能將無形的文化內涵與有形的產業資產，轉化為具備全球競爭力的高價值體驗與服務。

二、 台灣的韌性：150 年的價值進化史

台灣的經濟史，自大航海時代躍上世界地圖起，便是一部不斷自我超越的進化史。這股韌性源於這片土地的本質。數百萬年來，台灣矗立於太平洋畔，北回歸線橫跨其間，雖然頻繁經歷地震與颱風的洗禮，卻也因此淬鍊出這片土地與人民無與倫比的生命力。正如設立於台灣的「世界蔬菜中心」，正是看中這裡獨特的環境條件，讓研發出的種子能推廣至全球，支撐起永續糧食的供應。演講中，我梳理了這條跨越一個半世紀的價值鏈演進：

• 農業與材料時期： 150 年前，台灣供應全球 80% 的樟腦；1930 年代，
                   全台 42 座現代化糖廠奠定了精密製造的精神。
• 資訊與技術時期： 1980 年代起，台灣成為 PC 與半導體核心，驅動了
                   今日全球網際網路與 AI 浪潮的發展。
• 體驗經濟時期： 現階段台灣正從「製造產品」進化為「設計體驗」。
• 宏碁 (Acer) 從硬體製造跨足生活風格設計。
• 巨大 (Giant) 從單車生產轉型為全球單車生活生態系經營者。
• 鼎泰豐 (Din Tai Fung) 則將製造業的精準美學注入餐飲細節，成為全球服務業的標竿。

這一切都證明了台灣具備一種獨特能力：能將「製造的精準」完美注入「服務的細膩」之中。

三、 實踐策略：iSee Design 平台與文化美食

基金會透過具體計畫，建構台灣與世界對等交流的窗口。我們以 iSee Design 平台串聯全球五大洲近 40 個設計組織，並支持而促成全球最大規模的「台灣國際學生創意設計大賽 (TISDC)」。同時，透過文化美食 (Gastronomy) 戰略（如：祝福刈包），我們將飲食轉化為感官體驗與社會連結，展現台灣「超越科技」的軟實力。

四、 知識服務的具體示範：iSee Taiwan Signature

展望 2025 年，我們正式推出 iSee Taiwan Signature（看見台灣之選）系列計畫。在眾多物產中，我們特別選擇了「果醬」與「苦茶油」作為首波示範（Demonstration），其戰略意義在於：這兩者是世界共通的飲食語言。

• 果醬 (Jam)： 匯聚了全球鮮果保存的智慧。我們結合台灣小農的特色水果與國際設計美學，將日常食品轉化為精緻的文化禮讚。
• 苦茶油 (Camellia Oil)： 這是台灣山林孕育的養身珍寶。我始終認為它是台灣特高層次的精品。它經歷 365 天完整的生長週期，具備極高的發煙點（252°C）與健康價值，承載著台灣風土的韌性價值。

選擇這兩項物產，是因為它們具備極高的「跨文化轉譯」能力。透過精緻的包裝、故事行銷與服務科學的注入，我們向世界證明：傳統物產能透過知識加值，跳脫大宗物資（Commodity）的價格競爭，成為傳遞品牌價值的精緻媒介。

五、 結語：以設計為語言，以亞洲為舞台

「以設計為共通語言，以亞洲為世界舞台。」

台灣已經準備好從「代工重鎮」轉型為「價值提供者」。透過跨國合作與設計加值，我們將與全球夥伴共創知識服務產業的新傳奇。這場在新加坡的演講只是一個開端，讓我們一起努力，讓台灣及亞洲精緻的一面，燦爛地展現在世界舞台。

Taiwan’s Journey as an Economic Powerhouse Through Design

Keynote at the World Design Business Forum, Singapore on Sept. 18, 2025

Don Chen, Chief Executive of iSee Taiwan Foundation -

Seeing the World from Singapore

Good morning, and congratulations to the Design Business Chamber Singapore (DBCS) on its 40th anniversary. It is a great honor to deliver the keynote at the first World Design Business Forum.

Twenty years ago, while living in Tanjong Pagar and serving as an Asia-Pacific regional executive, I witnessed how Singapore, as a hub, could transform Asia’s initiatives into global programs. That experience remains unforgettable.

At the iSee Taiwan Foundation, we focus on four stages of the value chain—discovery, integration, marketing, and service. Our mission is to transform Taiwan’s cultural and industrial assets into a global knowledge service industry. Today, returning to Singapore, I hope that through WDBO’s vision we can create new legends together.

Taiwan’s Spirit of Resilience

Around this time last year, on a flight to Singapore, my plane detoured over the Pacific, and I captured a magnificent image of Taiwan from above.

For millions of years, Taiwan has stood firm on the Pacific Rim, straddling the Tropic of Cancer, enduring earthquakes and typhoons. Our land, our people, and our products all embody resilience.

Although Taiwan appeared on the world map only 400 years ago, this small island has made important contributions to humanity. For example, the World Vegetable Center was established in Taiwan for its unique environment. Seeds developed here are shared globally, supporting sustainable food supplies.

From Camphor to Semiconductors

About 150 years ago, Taiwan supplied more than 80% of the world’s camphor—a key ingredient for medicine, film, and even gunpowder. Without camphor, people could hardly take photos or watch movies.

By the 1930s, Taiwan already had 42 modern sugar factories, making it one of the most advanced sugar producers in the world. This forged Taiwan’s manufacturing spirit and shaped subsequent industrial and economic development.

In the 1980s, Taiwan entered the personal computer manufacturing field, helping accelerate the arrival of the global internet age. Soon after, we established one of the world’s most advanced semiconductor industries, which continues to power everything from AI chips to servers.

For the past fifty years, Taiwan has remained at the heart of semiconductors and AI. Today we must ask: what role will Taiwan play in the next fifty years?

Era of Knowledge Service Industry

As AI gradually replaces routine work, the future will belong to the knowledge-based service industry. In this era, design is the key of keys. The decisive difference is whether we can create experiences that are authentic, personal, and global. Culture provides stories and emotions; design transforms them into world-class services.

This power is already visible across Asia. In Singapore, Barcha Coffee quickly rose to fame through design-driven marketing. In Taiwan, Alishan coffee applied technology and precision to become one of the finest—and most expensive—coffees in the world, even using orchid greenhouses to dry its beans.

Two different paths, yet both shaping the blueprint of the future economy.

Transform Manufacturing to the Knowledge Service Industry

Taiwan’s transformation can already be seen in three classic examples: Acer, Giant, and Din Tai Fung.

• Acer — From being one of the world’s top five PC brands, Acer has moved into hotels, restaurants, and fashion, using experience design to shape lifestyles.
• Giant — The world’s leading bicycle brand not only designs bikes but also runs travel services and experience centers, promoting a cycling lifestyle. With design centers in Taiwan, Europe, and the US, it has built a complete ecosystem.
• Din Tai Fung — Bringing manufacturing precision into dining. From 18 pleats on each dumpling to refined service and transparent kitchens, it transformed a single dumpling into a global icon of excellence, now celebrated on the stage of New York.

Together, they show how Taiwan is moving from manufacturing products to designing experiences and services.

Design is Critical for Service Industry

In the era of the knowledge service industry, design is essential.

The documentary A Chip Odyssey depicts how Taiwan built a world-leading semiconductor industry over fifty years. One of the key figures—Dr. Shih Chin-Tay—foreseeing the arrival of the experience economy, supported by our foundation, he founded the Taiwan Service Science Society in 2011. Initially linking only Taiwanese scholars, it has since expanded globally, partnering with Japan, Australia, and Malaysia, and just last month signing an MOU with a German university.

In 2015, we launched the iSee Design platform with the mission of support design talent and realize design value into industry. Today, the platform connects nearly 40 design organizations across five continents—including DBCS, WDO, BEDA, and JDP. With this support, the Taiwan International Student Design Competition (TISDC) has become the largest of its kind in the world, attracting more than 20,000 students from over 60 countries each year.

From Aspiration to Action

Over the past decade, we have promoted Taiwan’s knowledge service industry through creative demonstration projects. In 2012, with support from over 60 companies and organizations, 1,369 people came together to form the world’s first human QR code, showing how creativity and design could make Taiwan’s voice heard globally.

In 2015, we organized iSee Taiwan, Cherish Taiwan, transforming the Taipei 101 fireworks into a multisensory experience by blending contemporary Taiwanese music with real-time headset streaming, merging technology and culture.

In gastronomy, we reinterpreted the gua bao—once known as “tiger biting pig,” symbolizing prosperity and good fortune, traditionally given by employers to employees at year-end banquets. We systemized this cultural meaning and invited designers to create a logo. During the pandemic, this foundation allowed us to launch the Blessing Gua Bao, working with Michelin-starred chefs and Olympic champions to deliver it to more than 100 hospitals, fire departments, and police stations across Taiwan—turning food into care and connection.

In 2021 and 2022, we hosted the iSee Gastronomy Forum in hybrid format, connecting Taiwan with the UK, Spain, and global audiences online, while nearly fifty business leaders joined in person in Taiwan. With technological solutions provided by partners such as Asus and AUO, the event demonstrated how design, gastronomy, and technology can create shared impact.

Looking Ahead: iSee Taiwan Signature

Looking ahead, Taiwan is ready to showcase its strength “beyond technology.” In 2025, we will launch the iSee Taiwan Signature collection, using design to transform local specialties into stories of global shared value.

Take jam as an example. It is one of the most familiar foods worldwide, yet deeply meaningful: preserving freshness, balancing supply and demand, and sustaining farmers’ livelihoods. With Taiwan’s abundance of fruits, young artisans are combining local ingredients with international design aesthetics, gradually gaining recognition on the global stage.

Through iSee Taiwan Signature, jam is no longer just food—it becomes a convergence of terroir, craftsmanship, and design. We sincerely invite corporate partners to join us in showcasing Taiwan’s uniqueness, while embracing sustainability and collaboration.

Conclusion: Design as a Common Language

Taiwan’s economic development has always been about building sustainable strength through design. In the future, our goal is to work with the world, turning collaboration into the driving force of the economy.

Taiwan is a diverse and inclusive island, always ready to share. I warmly invite you to visit Taiwan—to explore, to collaborate, or simply to enjoy. And if you are interested, you don’t have to wait; just scan the QR code to connect with us.

Together, let us make design the language, and Asia the stage, for the world.