3 Ambassadors Joined Handover: Sustainability Becomes Taiwan Brands’ Global Passport
3 Ambassadors Joined Handover: Sustainability Becomes Taiwan Brands’ Global Passport
Hsueh Weili Hands Over to Lee Chi Yueh: Connecting Industry, Government, Finance, and Media with Diplomatic Allies. Launching "Green Energy Diplomacy" and a One-Stop Channel for Brand Expansion.
During the handover ceremony of the 1st and 2nd Presidents of the Brand Golden Ship Awards Fellowship and appreciation banquet, Chairman Hsu Shu-po personally presented an appreciation certificate to the 1st President, Hsueh Weili, commended for a high sense of responsibility and integration skills during the tenure and successfully connecting resources from industry, government, finance, media, and international allies. His effort has laid a critical foundation for the internationalization and sustainable development of Taiwanese brands, symbolizing a significant moment of spiritual heritage and mission succession.
The General Chamber of Commerce of the Republic of China (ROCCOC) hosted the handover ceremony of the 1st and 2nd President of Brand Golden Ship Awards Fellowship and Appreciation Dinner on the 22nd . In the presence of ROCCOC Chairman Hsu Shu-po, and distinguished guests including Zhan Fang-Guan (Deputy Chairperson of the National Development Council), Dong Jien-Hong (Deputy Minister of the Interior), Su Wen-Ling (Director General of the Administration of Commerce, MOEA), Li Guan-Zhi (Director General of the Small and Medium Enterprise and Startup Administration, MOEA), and Li Yen-Hui (Deputy Minister of The Overseas Community Affairs Council), Hsueh Weili officially handed over the presidency to Lee Chi-Yueh.
Ambassadors from Palau, the Marshall Islands, and Tuvalu also attended and delivered speeches. Their presence serves as a "certified endorsement" for cooperation between Taiwanese brands and diplomatic allies in net-zero and green growth, highlighting that the Golden Ship Awards platform is evolving from a mere award into a framework for international cooperation and "Taiwanese Brand Deliverability."
A Gathering of Industry, Government, Finance, and Media Showcasing a Powerful Integration The handover ceremony of the 1st and 2nd Presidents of the Brand Golden Ship Awards Fellowship and appreciation banquet brought together heads of central government ministries, senior executives from ROCCOC, industry leaders, and the ambassadors from diplomatic allies. Demonstrating the immense synergistic power of the brand platform in bridging industry, government, academia, finance, and the media.
During the ceremony, congratulatory messages from the President and the Mayor of Taipei were read aloud, underscoring the government's high regard for the ROCCOC brand platform, corporate sustainable transformation, and international expansion. This further symbolizes that the "Brand Golden Ship" is more than just a prestigious accolade; it represents a market-validated brand standard and an implementation mechanism that international partners can adopt with full confidence.
Symbol of Handover Leading the Way in Branding
During the handover ceremony of the Brand Golden Ship Awards Fellowship (ROCCOC), outgoing 1st President Hsueh Weili (left) passed the "Golden Ship" token—symbolizing "Brand Navigation, Sustainable Progress"—to the incoming 2nd President Lee Chi-Yueh (right). The ceremony was witnessed by ROCCOC Chairman Hsu Shu-po (center), marking a new milestone for the association.
Three Major Highlights of the Event
1. From "Winning Awards" to "Deliverables": Sustainability Beyond Reports
Hsueh Weili, the 1st President and Founder of Join It Sustainable Technology, made "Deliverable Sustainability" the core theme of his tenure. He focused on three advancements: transforming member lists into a support network, turning brand stories into verifiable standards, and shifting sustainability from a slogan to deliverables.
"Being President is not a title, it is a responsibility; it’s not about standing on the stage, but about building the stage for others," Hsueh stated. He pledged to remain a strong supporter of the association, helping members integrate resources into "solutions."
The 1st President and executive officers of the Brand Golden Ship Awards Fellowship pose for a commemorative photo with distinguished guests.
2. One-Stop Integration of Policy, Capital, and Market
To ensure members can truly access policy tools, funding, and market channels, the event integrated financial and capital market resources. Brand pitches were arranged so enterprises could complete the "Policy Understanding – Capital Matching – Market Exposure" process in a single venue, demonstrating the platform’s efficiency in turning resources into executable business results.
3. Endorsement from Diplomatic Allies: From Net-Zero Buildings to Color-painted PV—Making Diplomacy "Verifiable"
H.E. David Adams Orrukem, Ambassador Extraordinary and Plenipotentiary of the Republic of Palau to the ROC, commended Hsueh Weili’s momentum in inter-ministerial coordination and integration. He recalled concrete outcomes from the visit of Palau’s Minister of State and local leaders to Taiwan, including their visit to ABRI’s Materials Testing Center with the assistance of Deputy Minister Dong Jian-Hong. This visit led to the signing of a Net-Zero and Green Energy MOU with the Taiwan Intelligent Zero Carbon Building Alliance (TIZC) and Join It Sustainable Technology, effectively transforming sustainability commitments into actionable initiatives. The Ambassador specifically highlighted the innovation of "Color-painted Solar Panels Coating," which blend renewable energy, urban aesthetics, and brand value—a perfect alignment with Palau’s sustainable vision.
H.E. Anjanette Kattil, Ambassador Extraordinary and Plenipotentiary of the Republic of the Marshall Islands, interpreted the "Golden Ship" as a symbol of vision and seafaring spirit. She invited Taiwanese enterprises to view the Marshall Islands as a strategic partner for entering regional and international markets, working together to build a future-oriented and resilient economy.
H.E. Lily Tangisia Faavae, Ambassador Extraordinary and Plenipotentiary of Tuvalu, stated that the evening's themes—"Brand Navigation, Sustainable Prosperity" and "Public-Private Collaboration, Net-Zero Progress"—serve as a reminder that the path to net-zero requires collaboration across borders, industries, and cultures. She expressed her anticipation for deepening exchanges with ROCCOC and its partners to jointly drive the green transition.
Joint Endorsement by Government and Industry: Transforming Brand "Premium Power" into "International Competitiveness"
Hsu Shu-Po, Chairman of ROCCOC, noted in his speech that the key to a brand's premium capability lies in the long-term accumulation of trust and recognition. For Taiwan, where SMEs (Small and Medium Enterprises) form the backbone of the economy, a brand is a passport to the world. He stated that the original mission of the Brand Golden Ship Awards is to shorten the time for Taiwanese brands to enter international markets through "rapid exposure" and resource integration. He also commended Hsueh Weili for laying the association's foundation in a pro bono capacity and encouraged the 2nd President, Lee Chi-Yueh, to take the mission to new heights, calling on members to "strengthen cooperation and play in the international league together."
Zhan Fang-Guan, Deputy Chairperson of the National Development Council (NDC), pointed out that since Golden Ship Award winners undergo six months of rigorous training and selection, continuous exchange through this platform will amplify the industry's overall impact. He lauded the foundation laid by the 1st President and expressed expectations for the 2nd term to advance in two core directions: assisting in policy implementation (policy landing) by aligning with national carbon reduction goals to drive SME upgrades, and integrating financial and capital market measures to more effectively bridge resources and accelerate the global expansion of enterprises.
Dong Jian-Hong, Deputy Minister of the Interior, stated that the government places high importance on brand development and the accumulation of national economic strength. He emphasized that the state remains the firmest backer of commercial activities and will continue to promote innovation and international cooperation through Public-Private Partnerships (PPP). He shared how the collaboration between Taiwan’s green energy industry and Palau, co-facilitated with Hsueh Weili, not only demonstrates Taiwan’s international responsibility toward net-zero emissions but also pushes Taiwanese brands into allied nations, creating local jobs and new industrial opportunities.
Su Wen-Ling, Director General of the Administration of Commerce, MOEA, noted that the Golden Ship Awards have long focused on corporate growth and brand value, selecting high-quality brands with significant international potential. She pledged that in the future, besides financing assistance, the government would integrate more policy tools and industrial resources to stand side-by-side with enterprises, helping brands expand steadily and strengthen their competitiveness.
Li Yan-Hui, Deputy Minister of The Overseas Community Affairs Council (OCAC), emphasized that the key to Taiwan's continued visibility on the international stage is the long-term cultivation and connection of the global network of Taiwanese and overseas Chinese businesses. She cited indicators from the "UBS Global Wealth Report 2025" released in June, noting that the remarkable wealth growth of Taiwanese adults reflects strong economic momentum and underscores the contribution of the overseas Taiwanese network to national wealth creation. She hopes the association will continue to amplify the international visibility of Golden Ship brands and nurture the next generation of global benchmark brands.
Next Steps: Moving from "Platform" to "Pipeline"
According to the fellowship’s annual plan, the second term will feature a strategic alliance with the Brand CEO Association to co-organize various initiatives. Key focus areas include promoting regional events and specialized seminars across Northern, Central, and Southern Taiwan, as well as organizing visits to central government ministries for high-level exchanges.
Furthermore, the association will enhance its resource integration services for members, continuously expanding international connectivity and capital market matching for Taiwanese brands. The ultimate goal is to ensure that "Brand Overseas Expansion" is no longer a solo endeavor, but rather a coordinated, large-scale operation driven by platform synergy and collective strength.
About the Brand Golden Ship Awards Fellowship
Composed of past laureates of the Brand Golden Ship Awards, the Association is dedicated to fostering exchange among Taiwanese brands, integrating resources, establishing international connectivity, and driving sustainable transformation. Guided by the core philosophy of being "Deliverable, Replicable, and Verifiable," the Association serves as a strategic catalyst in propelling Taiwanese brands toward the global marketplace.
