Innovation of Roselle sparkling cider goes global – NSYSU team wins million-dollar award from MOE
2025-04-01
With nearly a million-dollar prize in hand, the "LuoYuan Team" from the National Sun Yat-sen University (NSYSU) Startup Container has been recognized by the Ministry of Education's (MOE) U-start "YuanYoung" Program! Jia-Wun Chang, a second-year student at the Institute of Marketing Communication and a young Amis from the Kanifangar (Longchang) Tribe in Taitung, adheres to the concept of sustainable agriculture. She has transformed her tribe's specialty, the Roselle, into a unique Roselle sparkling cider, aiming to take it global and showcase the wisdom and flavors of Taiwan's indigenous peoples to the world.
The Office of Global Industry-Academe Collaboration and Advancement (OGIACA) at NSYSU stated that the Roselle sparkling cider "First Love Roselle Sunset" made its debut at the 2024 SDG Asia. The product quickly became a focal point for new startups, having received exhibition subsidies from the Youth Bureau of Kaohsiung City Government. In May of this year, the LuoYuan Team received TWD 350,000 from the first phase of the MOE's U-start "YuanYoung" program and established the "YuanLuo Social Enterprise." They also became the 18th startup team at the university's Startup Container base. Through one-on-one mentorship with experts from various fields, including Associate Professor Yih Jeng from the Department of Finance and Associate Professor Qing-Xiong Ba (Rungudru Pacekele) from the Department of Sociology, the team recently earned further recognition from the U-start "YuanYoung" program, receiving TWD 600,000 in the second phase as an outstanding team, making them the top-funded team this year.
The story behind the YuanLuo Social Enterprise is rooted in founder Jia-Wun Chang's commitment to her hometown, the Kanifangar (Longchang) Tribe in Taitung. She explained that this land, known for its Roselle flowers, has long struggled with low purchase prices offered by traders, due to a lack of processing, manufacturing, sales, and bargaining ability among the elders of the tribe. Three years ago, she decided to change this situation. Embracing the SDGs goal of "promoting green economies and ensuring sustainable consumption and production patterns," she chose to transform her hometown's abundant resources into an innovative force. She partnered with like-minded friends Yu-Chiang Lai and Yu-Hsuan Tseng to establish the "YuanLuo" Social Enterprise, offering fair purchase prices for raw materials and promoting sustainable agriculture. They also return 30% of their profits to the tribe to help develop local industries and improve the farmers' living conditions.
"Alcohol has a deep cultural significance in indigenous culture. Whether in rituals or as a means of passing on blessings, alcohol plays a crucial role," said Jia-Wun Chang when reflecting on the inspiration for her startup. She explained that sweet wines are more widely accepted in Europe and the U.S. "The launch of 'First Love Roselle Sunset' is not just a bottle of cider; it serves as a bridge between indigenous culture, modernity, and the international market. My vision is to take 'First Love Roselle Sunset' global and let the world see the wisdom and flavors of Taiwan's indigenous peoples!" In addition to "First Love Roselle Sunset," the team has recreated another classic indigenous drink—millet wine—brewing Roselle millet wine named "Sunrise." Chang hopes to share the story of the Kanifangar (Longchang) Tribe in Taitung with a broader audience, promoting local tourism and economic development, allowing the world to taste the pure flavors of Taiwan's East Coast.
Since 2020, the Council of Indigenous Peoples (CIP) and the MOE's Youth Development Administration have jointly organized the "U-start 'YuanYoung' Program." The CIP has been injecting TWD 10 million annually to support indigenous youth entrepreneurship. Now in its fifth year, the program has selected 12 startup teams for the first phase, each receiving TWD 500,000 in entrepreneurial subsidies. Recently, six outstanding teams with development potential were selected for the second phase, receiving one year of mentorship along with additional awards ranging from TWD 450,000 to TWD 650,000, providing essential support and encouragement in the early stages of their entrepreneurial journeys.
With nearly a million-dollar prize in hand, the "LuoYuan Team" from the National Sun Yat-sen University (NSYSU) Startup Container has been recognized by the Ministry of Education's (MOE) U-start "YuanYoung" Program! Jia-Wun Chang, a second-year student at the Institute of Marketing Communication and a young Amis from the Kanifangar (Longchang) Tribe in Taitung, adheres to the concept of sustainable agriculture. She has transformed her tribe's specialty, the Roselle, into a unique Roselle sparkling cider, aiming to take it global and showcase the wisdom and flavors of Taiwan's indigenous peoples to the world.
The Office of Global Industry-Academe Collaboration and Advancement (OGIACA) at NSYSU stated that the Roselle sparkling cider "First Love Roselle Sunset" made its debut at the 2024 SDG Asia. The product quickly became a focal point for new startups, having received exhibition subsidies from the Youth Bureau of Kaohsiung City Government. In May of this year, the LuoYuan Team received TWD 350,000 from the first phase of the MOE's U-start "YuanYoung" program and established the "YuanLuo Social Enterprise." They also became the 18th startup team at the university's Startup Container base. Through one-on-one mentorship with experts from various fields, including Associate Professor Yih Jeng from the Department of Finance and Associate Professor Qing-Xiong Ba (Rungudru Pacekele) from the Department of Sociology, the team recently earned further recognition from the U-start "YuanYoung" program, receiving TWD 600,000 in the second phase as an outstanding team, making them the top-funded team this year.
The story behind the YuanLuo Social Enterprise is rooted in founder Jia-Wun Chang's commitment to her hometown, the Kanifangar (Longchang) Tribe in Taitung. She explained that this land, known for its Roselle flowers, has long struggled with low purchase prices offered by traders, due to a lack of processing, manufacturing, sales, and bargaining ability among the elders of the tribe. Three years ago, she decided to change this situation. Embracing the SDGs goal of "promoting green economies and ensuring sustainable consumption and production patterns," she chose to transform her hometown's abundant resources into an innovative force. She partnered with like-minded friends Yu-Chiang Lai and Yu-Hsuan Tseng to establish the "YuanLuo" Social Enterprise, offering fair purchase prices for raw materials and promoting sustainable agriculture. They also return 30% of their profits to the tribe to help develop local industries and improve the farmers' living conditions.
"Alcohol has a deep cultural significance in indigenous culture. Whether in rituals or as a means of passing on blessings, alcohol plays a crucial role," said Jia-Wun Chang when reflecting on the inspiration for her startup. She explained that sweet wines are more widely accepted in Europe and the U.S. "The launch of 'First Love Roselle Sunset' is not just a bottle of cider; it serves as a bridge between indigenous culture, modernity, and the international market. My vision is to take 'First Love Roselle Sunset' global and let the world see the wisdom and flavors of Taiwan's indigenous peoples!" In addition to "First Love Roselle Sunset," the team has recreated another classic indigenous drink—millet wine—brewing Roselle millet wine named "Sunrise." Chang hopes to share the story of the Kanifangar (Longchang) Tribe in Taitung with a broader audience, promoting local tourism and economic development, allowing the world to taste the pure flavors of Taiwan's East Coast.
Since 2020, the Council of Indigenous Peoples (CIP) and the MOE's Youth Development Administration have jointly organized the "U-start 'YuanYoung' Program." The CIP has been injecting TWD 10 million annually to support indigenous youth entrepreneurship. Now in its fifth year, the program has selected 12 startup teams for the first phase, each receiving TWD 500,000 in entrepreneurial subsidies. Recently, six outstanding teams with development potential were selected for the second phase, receiving one year of mentorship along with additional awards ranging from TWD 450,000 to TWD 650,000, providing essential support and encouragement in the early stages of their entrepreneurial journeys.
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