Founded in the 1930s, “Taitung Chen’s Mochi” has become a classic flavor in the memories of countless visitors and locals alike, thanks to craftsmanship passed down from a Japanese confectionery master and the rich natural environment of the Taitung Rift Valley. Now, as consumer habits evolve and digitalization accelerates, Chen’s Mochi has chosen to work with Taiwan’s leading digital transformation brand, Data Intelligence Control, to upgrade its e-commerce capabilities and launch new data-driven marketing strategies—bringing this traditional delicacy confidently into a new era.
Taitung’s Pure Land Nurtures Great Flavor — Mochi Culture Continues to Evolve
Blessed with exceptional natural conditions, Taitung has developed a rich rice-based food culture. Chen’s Mochi uses Chishang glutinous rice as its core ingredient, combined with local specialties such as Chulu fresh milk and seaweed sailfish floss, to handcraft mochi with a delicate, soft, and pleasantly chewy texture. Passed down through three generations, the brand upholds five key commitments—including fresh daily production with no preservatives, eight hours of hand-kneading, and the development of its Ice Q Fresh Milk series—all of which form the foundation of its quality assurance.
Data-Driven Growth — Stepping onto the Starting Line of Digital Retail
With the support of Data Intelligence Control, Chen’s Mochi implemented Google Analytics GA4 and a smart e-commerce dashboard, while establishing event tracking and user behavior analysis systems to quickly gain insight into purchase journeys and high-potential products, including:
Popular product analysis showed that “Ice Q Fresh Milk Peanut Mochi” and “Ice Q Fresh Milk Sesame Mochi” had the highest conversion rates, with individual product sales exceeding one thousand pieces.
The website recorded more than 66,000 page views, reached 466 seven-day active users, and improved its overall conversion rate by nearly 30%.
Organic Search accounted for the largest share of traffic sources at over 43%, effectively increasing brand visibility and new customer acquisition.
The data further showed that the core purchasing group consists mainly of travel-oriented consumers aged 30 to 50, with strong local support and high repurchase potential. The brand is now actively planning a membership program, LINE integration, and in-store pickup functions to expand online order conversion and service coverage.
Culture Unchanged, Business Model Upgraded — Creating a New Digital Tourism Highlight
In addition to e-commerce and data optimization, Chen’s Mochi has also aligned with tourism marketing by launching features such as “DIY Mochi Experience Classes” and an “Integrated Taitung Travel Guide Information Page.” These initiatives make mochi more than just a product—it becomes part of the cultural experience of Taitung, strengthening local connections and brand warmth.
Yan-Ting Lee, CEO of Data Intelligence Control, said: “We are not just helping a mochi shop go online—we are accompanying a local story as it is translated into the language of digital commerce. We believe that with the right tools, every local brand has the potential to shine.”
About Taitung Chen’s MochiFounded in the 1930s, the brand carries forward confectionery craftsmanship originally passed down from a Japanese master. It insists on fresh daily production with no preservatives, using local Taitung ingredients to create handmade mochi. With three branches in Datong, Beinan, and Sanhe, it has become one of Taitung’s representative travel gifts and local specialties.