PChome's First Cross-Industry Collaboration with Taiwan High-Speed Rail! Co-Branded Desserts and Themed Bento Boxes Launch at 5 Major Stations Across Taiwan, Expected to Boost Sales by 10%

High-speed rail has become a vital transportation mode for commuting, business, returning home, and tourism in Taiwan, with ridership steadily increasing. According to Taiwan High-Speed Rail statistics, the average daily ridership in the first half of 2026 has exceeded 230,000, surpassing 300,000 during peak travel periods such as holidays. With 12 new-generation N700S-T trains scheduled for delivery starting this year and full deployment by 2028, the HSR fleet will expand to 46 trainsets, increasing peak capacity by 25%. This growth continues to attract retail brands to HSR station commercial opportunities.

Recognizing that HSR is becoming an integral part of daily life and that demand for mobile dining is rapidly rising, PChome has partnered with Taiwan High-Speed Rail for the first time. From July 24 to September 3, the collaboration will launch Wei Mei Tang hot bento boxes, We Sweet co-branded desserts, and exclusive Welfare Bear merchandise. These products will be available not only in PChome stores but also at pop-up kiosks in five major HSR stations: Taoyuan, Taichung, Chiayi, Tainan, and Zuoying, aiming to expand food sales through travel scenarios.

Co-branded products from Wei Mei Tang, We Sweet, and Welfare Bear are now available at five major HSR stations, with simultaneous launch across all PChome stores. (Provided by PChome)

PChome stated that the consistent passenger flow at HSR stations continues to drive demand for hot meals, light snacks, and ready-to-eat items. This collaboration extends Wei Mei Tang’s meal services to HSR stations while introducing desserts and limited-edition merchandise to create a complete journey-based shopping experience. The initiative is expected to boost overall Wei Mei Tang sales by approximately 10%.

In recent years, the convenience food market has continued to grow, and PChome’s “Wei Mei Tang” has been expanding its food offerings. PChome noted that Wei Mei Tang hot bento outlets are expected to exceed 800 this year, with annual sales surpassing 10 million units. The product range includes 60 NT-dollar welfare meal boxes to premium 99+ NT-dollar main-course bentos, catering to diverse consumer dining needs.

This collaboration with Taiwan High-Speed Rail introduces three co-branded hot bento boxes under the theme “Classic Flavors on the Journey”: Braised Pork, Teriyaki Chicken Cutlet, and Sweet and Sour Chicken Donburi. All use Japanese-imported sauces and feature a high proportion of locally sourced ingredients. Packaging incorporates the design of the new-generation N700S-T train, targeting business travelers, homebound commuters, and tourists.

Wei Mei Tang hot bentos have surpassed 10 million annual sales and are making their debut at HSR stations to capture travel dining market opportunities. (Provided by PChome)

In addition to main meals, PChome is also addressing travel dessert demand through We Sweet. Since its launch in 2016, We Sweet has introduced over 200 new products annually. This marks its first collaboration with the HSR N700S-T train, launching seven co-branded desserts. The first wave includes five ambient-temperature items: Cupcake, Rich Chocolate Cupcake, Lemon Taiwanese Macaron, Japanese-style Baked Donut, and French Butter Snack. The second wave will feature HSR-shaped baked goods and HSR-themed Dorayaki, aiming to boost traveler purchase and collectible appeal through limited packaging and railway motifs.

Additionally, PChome is launching a Welfare Bear Train Conductor series of merchandise. From July 25 to August 16, customers who spend over NT$700 in a single transaction at PChome or Da Quanlian stores on weekends will receive an exclusive co-branded folder. Starting August 21, Welfare Bear plush dolls and HSR train-transforming pillows will be available via loyalty point plus-purchase, further amplifying the collaboration’s impact.

On the payment front, Quan Pay is offering exclusive pop-up store promotions. From July 24 to October 23, customers who register for cashback eligibility at the pop-up store and use Quan Pay to purchase co-branded products will receive 10% Quan Points cashback on transactions of NT$150 or more, aiming to boost payment adoption and in-station spending momentum.