TAIPEI (TVBS News)—Wowprime Corp. (王品集團) announced Sunday (March 2) the closure of its Truewow (初瓦) Korean cuisine brand in Taipei, Taichung, and Kaohsiung. The decision follows a food poisoning incident last April at the Ximen (西門) MRT location, which tarnished the brand's image and led to its shutdown less than three years after its 2022 debut.
Wowprime ventured into the Korean food market in July 2022, aiming to tap into Taiwan's growing appetite for Korean dishes. Truewow, with its authentic offerings like traditional kimchi and Korean-style barbecue, initially saw success, achieving over NT$10 million in revenue in its first month in Taichung. However, the food safety scare significantly impacted consumer trust.
Currently, Truewow operates three stores: Taipei's Ximen MRT (西門捷運站店), Taichung's Wenxin Wuquan (文心五權西店), and Kaohsiung's Yucheng (裕誠店) locations. Wowprime plans to replace these outlets with other brands from its portfolio, ensuring that Truewow employees retain their benefits and seniority as they transition to new roles within the company.
Since 2018, Wowprime has launched over ten new brands in Taiwan, including Chin Huajiao (青花驕), Xiang Duck (享鴨), Wagyushabu (和牛涮), and Power of Meat (肉次方), in a strategic move to enhance operational efficiency. This closure underscores the group's commitment to adapting its offerings to meet market demands and maintain a strong brand presence.
