Taisugar Unveils First Brand IP 'Kak-thn̂g' at Cultural Expo, Continuing 80 Years of Sugar Heritage

To mark its 80th anniversary, Taisugar has unveiled its first brand character IP 'Kak-thn̂g' (derived from the Taiwanese Hokkien term for 'cube sugar'). Designed as a personified version of its iconic 'cube sugar' product, this character will make its debut at the 2026 Taiwan Cultural Expo. Taisugar aims to reconnect sugar culture with everyday life through this new character, ensuring that the sweet memories passed down through generations continue to thrive in innovative cultural forms.

Classic cube sugar reimagined as a healing character — 13文创 products launched to build a new sugar industry brand

Taisugar notes that Taiwan's sugar industry development has long been intertwined with land, culture, and daily life. From sugar production and sugar railway transport to sugar factory communities, it has accumulated deep cultural roots. In earlier days, 'cube sugar' represented refined living and was even exported to Hong Kong. Though it gradually faded from the market, it remains a shared sweet memory for many. Therefore, Taisugar has specially created the brand IP 'Kak-thn̂g' inspired by cube sugar, hoping to bring sugar culture back into the public eye in a modern, relatable way through character storytelling.

This year, Taisugar’s exhibition will be located in Zone K, 'Island Style,' at the Taiwan Cultural Expo, Booth No. K4-009. The entire space is designed with geometric cube sugar motifs, creating a modern aesthetic that blends the 'Kak-thn̂g' character design with sugar culture elements, showcasing a fresh fusion of history and文创.

On-site, 13 'Kak-thn̂g'文创 products will be launched, including tap-lights, mini clocks, car diffuser stones, wine-chilling stone sets, healing figurines, desktop perpetual calendars, notepads, magnets, sweetness-meter badges, and dice-shaped keychains. Covering home, office, and daily lifestyle items, Taisugar hopes 'Kak-thn̂g' will move beyond the exhibition and become a comforting companion in everyday life.

Taisugar emphasizes that 'Kak-thn̂g' is not just a new brand IP, but also symbolizes a new starting point for the company as it enters its next 80 years. Going forward, Taisugar will continue promoting sugar culture through文创 design, brand storytelling, and lifestyle proposals, helping more generations understand Taiwan’s sugar industry history and sweet memories.

Taisugar invites the public to visit the Taiwan Cultural Expo from August 6 to 12 to meet 'Kak-thn̂g' for the first time and experience the new charm born from the fusion of century-old sugar culture and creative design.