Xinpu Persimmon Dye: Evolution from a Local to a Global Industry

摘要

This study investigated the case of Xinpu persimmon dye product/service using local agricultural resources to extend the value of persimmon from a rural to a global market. The Xinpu persimmon dye product/service has become a new booming cultural creativity tourism specialty based on the value-added processes coming from, first, the agricultural industry of persimmon; second, the agro-processing industry of dried persimmon and third, the cultural creativity tourism industry based on the Taiwanese Hakka culture. Persimmon is a major agricultural product of Xinpu, which is a Hakka town in Taiwan Hsinchu. Unused persimmon skin was extracted to create natural dyes that are then used to color fabrics in accordance with Hakka traditional designs. At present, the local Xinpu community operates a Xinpu Persimmon Dye Workshop, which offers a platform for tourists to experience the unique Xinpu persimmon dye culture and enables persimmon farmers to promote the local culture. The value co-creation model is discussed in terms of the value proposition of tourists, the persimmon dye workshop, competitors, alliance, and authority. We found that economic value was added when the cultural creativity touched the heart of tourists through the cooperation of multiple stakeholders.