Nantou: Xiangli Vitality Pork Brand Culture Museum

【Evaluation validity period: November 18, 2022 - November 17, 2025】 Xiangli Food Company Chairman Zhang Jingguo started his business with half a pig. In the 1960s, newly discharged from the military, Zhang Jingguo, in order to make a living, would buy a pig with friends every day. This 'half a pig per person' endeavor laid the foundation for Zhang Jingguo's successful pork business fifty years later. Founder Zhang Jingguo firmly believed that 'as long as you maintain good quality and offer sincere service, you will surely retain customers.' Therefore, even in an era of scarcity, he actively went out, carrying his half-pig on a bicycle daily, hawking it along the streets. He even found the most effective promotional tool—a conch shell—as his secret weapon! Whenever the 'Bu~~BuBu' sound of the conch shell echoed through the market, everyone knew 'Zhang's Pork' had arrived! This story is even documented in the 'Vitality Pig Brand Culture Museum,' allowing the chairman's relentless spirit of struggle to be showcased through a recreated real-life pork stall. After the 921 earthquake, a 2,000-ping modern meat processing and cutting plant was built as a way to give back to the community. Inside, a visitor walkway was designed to transparently showcase high-tech production equipment and quality control processes to the public. In 2004, it was selected by the Ministry of Economic Affairs as a tourist factory, officially transitioning from a traditional industry to a tourism service provider. In 2009, Xiangli Food further actively established the 'Vitality Pig Brand Culture Museum,' introducing the culture and stories of Taiwanese pigs. It aims to present diverse pig-related knowledge—such as the history of pig farming in various eras of Taiwan, pig herding practices, and sacred pig culture—one by one through lively and engaging guided tours at the Vitality Pig Brand Culture Museum. From a small pork vendor in a traditional market, it has now obtained CAS Excellent Food certification and become Taiwan's first pork tourist factory open to the public. Xiangli Food continues to thrive in Taiwan's pork industry, thanks to its unwavering commitment to quality and spirit of continuous innovation.