Wowprime Corp. announced on Sunday the closure of its Truewow Korean cuisine brand in Taipei, Taichung, and Kaohsiung. The decision comes after a food poisoning incident at the Ximen MRT location last April, which damaged the brand’s reputation and led to its shutdown less than three years after launching in 2022.
Food Safety Incident Impacts Brand’s Reputation
Truewow was introduced in July 2022 to capitalize on Taiwan’s growing interest in Korean cuisine. Offering authentic dishes such as traditional kimchi and Korean-style barbecue, Truewow quickly gained popularity. In its first month in Taichung, the restaurant generated over NT$10 million in revenue. However, the food safety scare at the Ximen MRT location severely affected consumer trust, ultimately contributing to the brand’s closure.
Transition and Future Plans
As of now, Truewow operates three locations: Taipei’s Ximen MRT, Taichung’s Wenxin Wuquan, and Kaohsiung’s Yucheng. Wowprime plans to replace these outlets with other brands from its portfolio, ensuring that Truewow employees maintain their benefits and seniority as they transition to new roles within the company.
Wowprime’s Strategy for Growth and Adaptation
Since 2018, Wowprime has launched over ten new brands in Taiwan, including Chin Huajiao, Xiang Duck, Wagyushabu, and Power of Meat, as part of a strategy to enhance operational efficiency. This closure highlights Wowprime’s ongoing commitment to adapt its offerings based on market demands while maintaining a strong brand presence in Taiwan’s competitive restaurant scene.
Related topics:
