Diverse Channel Services
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Diverse Service Types
Combining dining and rest facilities with location-exclusive products according to the characteristics of each site, Hsin Tung Yang also supports flexible fulfillment options such as home delivery and in-store pickup, striving to offer customers a high-quality, convenient, and diverse shopping experience.
Hsin Tung Yang's Diverse Service Offerings

Stores
- Product selection
- Logistics and
distribution - Member management
- Exclusive holiday

Department Store Counters
- Product selection
- Thoughtful add-on
services - Member management
- Logistics and
distribution - Exclusive holiday

National Freeway Service Area
- On-site catering services
- Product selection
customization - Sustainable, hygenic, and
accessible facilities - Themed spaces and unique
experiences

Airport Shopping Mall
- Convenient shopping
- Diverse product selection
- Integration of local
specialties and culture

Street-Side Dining Stores
- Customer experience
- On-site freshly prepared/light
meal offerings - Multi-brand operations
- Member management
- A high-quality dining brand
experience

Food and Beverage Service Counters
- On-site dining
- On-site customer support
- A diverse range of convenient
payment methods - Enhanced customer
experience - Integration of multichannel
retail channels across store
counters
Service Recognition
For two consecutive years in 2024 and 2025, Hsin Tung Yang stores have received the First and Second "Service Gold Award Certification" from the Taiwan Chain Franchise Association (TCFA). This honor is evaluated across five major dimensions: "Service Hospitality," "Operational Capability," "Store Excellence," "Sales Capability," and "Team Service Capability," fully demonstrating Hsin Tung Yang’s outstanding performance across multiple areas.


Thoughtful Store Services
Through the sincere service and rigorous quality control of its frontline colleagues, Hsin Tung Yang brings local care into its store operations, striving to build a friendly consumer environment that is deeply rooted in the community and trusted by the public.
LOHAS Freeway Service Areas
Since 2017, Hsin Tung Yang has continued to promote a range of environmental measures at national highway service areas, introducing sustainability practices while maintaining excellent service, thereby strengthening public environmental awareness and exercising its social influence.
Freeway Service Areas Operated by Hsin Tung Yang

Guanxi Service Area
The Fragrant Grass Jelly
Aromas of the Mountain Town
Hakka Culture




Xihu Service Area
Dreams Woven in Satoyama, a
Hidden Habitat of the Leopard
Cat




Nantou Service Area
Forest Frolic · Owl’s Journey · A
Portrait of Nantou




Eastern Caotun Service
Area
The Mountain Station; a Green
Retreat into the 99 Peaks




Xiluo Service Area
Hometown of Grains, Cultural
Heritage of Soy Sauce



One Freeway Service Area, One Distinctive Feature

Guanxi Service Area
Hsin Tung Yang’s northernmost
operated service area incorporates
traditional Hakka Sanheyuan
architectural design, green
landscapes, and smart construction
techniques
Innovative and Sustainable Services
Implemented green building practices incorporating vegetated walls and large floor-to-ceiling windows in the “Forest Flower Welcome Guest Seating Area”; maintained the “Formosan Eupatorium Butterfly Valley” and restored native plants.
Established “Farm Sweetness” small farmer retail booths and promoted the low-carbon vegetarian industry-academia collaboration project “Vegetable. Food Joy.”
Installed the first “food waste processing machine” at national freeway service areas and high-efficiency wastewater grease traps; also implemented PM2.5 purification and real-time air quality monitoring.
Formed a sister company partnership with South Korea’s Daebo Distridubion to introduce popular Korean products, while incorporating the “Hakka Gateway” and tung blossom craftsmanship to demonstrate multicultural integration and the spirit of cultural inheritance.
Awards and Achievements




lawn, and fully provided biodegradable pet waste
bags.

Xihu Service Area
The only national freeway service area in Taiwan with a pedestrian overpass, integrating shallow mountain ecological stories with the agricultural heritage of Miaoli.
Innovative and Sustainable Services
Created the “Satoyama Magic Village” themed space and established a “Leopard Cat-Friendly Zone” to promote conservation concepts. Through the “Xihu Farm” vegetable gardens and pomelo-scented walking trail, implemented food and agriculture environmental education.
Established a “Book Exchange Station” on the pedestrian overpass to promote the reuse of book resources, and introduced an “Interactive Video Wall” to provide national highway ecology and traffic safety education, enhancing travelers’ sustainability awareness.
Established a “National Highway Flagship Nursing Room,” leopard cat bus-themed guest seating, children’s play area, driver rest area, and Muslim prayer room to provide diverse care experiences.
24-hour electric vehicle charging services and fully equipped facilities with biodegradable pet waste bags are provided. The service counter provides battery rescue and business support services to strengthen operational response capabilities.

Xiluo Service Area
Integrating the Agricultural Heritage of Yunlin with the Century-Old Local Soy Sauce Industry Culture
Innovative and Sustainable Services
Established the “Soy Sauce Jars” aesthetic guest seating area, incorporating the “Book Exchange Station,” “Mazu Arrives,” and “Pili Puppet Show” themed image walls to strengthen the inheritance of local culture.
Set up physical cold-chain booths at the “Farmers’ Direct Sales Store” to support local production and local sales, shorten food miles, and reduce transportation carbon emissions.
Based on the concept of environmental friendliness, six food court counters jointly participated in the Green Dining Table initiative, providing an eco-friendly, low-carbon dining environment, reducing environmental impacts, and aligning with issues such as climate change, food safety, and the circular economy.
Green Dining Tables


Nantou Service Area
Integrating the imagery of the Bunun LAMUNGAN Pass and mountain aesthetics
Innovative and Sustainable Services
Established the “LAMUNGAN” Rainbow Sky Gate and Indigenous Warrior Landmark. The “Original Nantou Gifts” specialty area introduces creations by Bunun artists, implementing the preservation and revitalization of cultural assets from indigenous communities.
Established the “Farmers’ Direct Sales Store” and the “Public Welfare Specialty Counter–Guanxin Garden,” shortening food miles while supporting disadvantaged groups and local small-scale farmers, practicing social equity and responsible consumption.
In conjunction with the “National Highway Butterfly Corridor” restoration initiative, created “Purple Spotted Butterfly Dance,” a bamboo weaving landscape installation featuring the world’s first purple crow butterfly to fly onto a highway service area, demonstrating a commitment to the 2050 net-zero target.
Awards and Achievements




Eastern Caotun Service
Area
As Taiwan’s first horizontally oriented national highway service area, it integrates the mountain landscape of 99 Peaks with the cultural imagery of Caoxiedun.
Innovative and Sustainable Services
The building adopts a mountain-shaped pitched roof design and is equipped with solar optoelectronic panels to supply internal electricity needs. Thousands of native trees have also been planted to create an “ecological rest stop,” implementing energy conservation and carbon reduction.
Equipped with high-standard gender-friendly restrooms, bidet toilets, Muslim-exclusive facilities, and a flagship nursing room, promoting gender equality and improving restroom quality for all ages.
Established a small farmer market and agricultural specialty product exhibition center to support local industries and shorten food miles, becoming a showcase hub for local tourism and agricultural transformation.
Introduced 6 high-speed charging stations to provide convenient electric vehicle charging, and established a 24-hour service counter offering emergency assistance and business support services, enhancing national highway travel safety and service efficiency.
Sustainable Airport Shopping Malls
Building a Green Gateway Ecosystem Together
Hsin Tung Yang has cultivated the airport retail market for more than forty years. In the ten years since it joined Taoyuan International Airport’s "Sustainable Airport Ecosystem" in 2016, the Company has actively responded to various carbon reduction strategies and helped advance Airport Carbon Accreditation (ACA), striving to become a key partner in creating a green gateway to the nation.
Performance Benchmark: Distinguished Evaluation Award
Committed to pursuing excellence in quality, Hsin Tung Yang received an "Excellent" rating for both the Central Area Shopping Mall and the Comprehensive Shopping Mall it operates in the 2025 Taoyuan International Airport Shopping Mall Evaluation, demonstrating its strong integration of professional operations and sustainable services.

Airport Shopping Mall
Source Reduction and Digital Transformation
Since 2018, Hsin Tung Yang has ceased providing free plastic bags and has fully promoted cloud-based invoices to implement green consumption and paperless services.
Social Return on Investment (SROI)
Allocated a portion of the pre-tax profit budget from shopping malls to implement local revitalization initiatives, ensuring that each public welfare investment generates social value beyond the allocated budget.
Comprehensive Inclusive Service Facilities
- Business and Leisure: Provide dedicated massage chairs, meeting rooms, and other facilities to meet business and relaxation needs.
- Friendliness and Inclusion: Provide a children’s play area to create a family-friendly space for visitors to stay.
【Cultural Promotion: Art Exhibition Area】
A special art exhibition area was planned on the north side of the 3F level of Taoyuan International Airport. The spatial design combines the varying shades and blending techniques of Chinese ink wash painting with modern artistic aesthetics, showcasing Taiwan’s diverse local customs and culture to travelers and fulfilling the commitment to promoting local cultural assets.
【Healing and Relaxation Space: Traveler’s Plaza】
Collaborated with renowned artist Jimmy Liao to recreate the classic imagery of Turn Left, Turn Right at Taoyuan International Airport. Centered around shimmering pools and elegant swans as visual focal points, the space symbolizes the innocence and beauty of “believing in encounters.” The public rest area has been transformed into a warm artistic landmark, presenting a healing and humanistic landscape at the gateway to the nation.



Airport Food Court
Circular Waste Management
Since 2012, we have implemented food waste resource recycling by cooperating with qualified recycling organizations to convert food waste into organic resources. Shopping mall restaurants have also fully installed water-saving equipment to enhance water resource management efficiency.
Reusable Tableware and Plastic Reduction Results
2Since 2012, Hsin Tung Yang has taken the lead in the industry by fully adopting reusable tableware in food court dining areas. To date, it has achieved a 100% ban on disposable tableware. In 2025, it further achieved the phased target of reducing single-use plastic products by 10%, with plans to increase the reduction rate to 20% in the first half of 2026.
Ingredient Traceability and Quality Assurance
Since 2018, Chen Hao Shih Inn Hakka Restaurant has continuously passed 2–3 star traceability restaurant certifications each year. We prioritize the procurement of Taiwan-grown hydroponic vegetables, locally traceable pork, and cage-free eggs, reducing food miles at the source.
Operational Resilience and Service Enhancement
During the airport terminal renovation period, innovative marketing and brand introductions (such as the specialty coffee brand KafeD) enabled food and beverage revenue to continue growing by 2.13% in 2025. At the same time, Chinese, English, Japanese, and Korean bilingual menus were introduced to improve communication efficiency with international travelers.



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