Amid the global movement toward a sustainable economy, local specialty agriculture has become a cornerstone of industrial transformation. Taiwan, with its ideal climate and advanced agricultural expertise, has seen its cocoa industry begin to flourish. However, it still faces significant challenges in areas such as technical refinement, brand building, and market expansion. To tackle these hurdles, the University Social Responsibility (USR) project team at the National Sun Yat-sen University (NSYSU) College of Management has stepped up. Through immersive learning experiences and industry-centric activities, the team has worked to uplift the cocoa industry in Pingtung and Kaohsiung. These efforts culminated in the "Cocoa Carnival," a vibrant showcase of innovation and progress that also fueled the development of local specialty agriculture.

 
Left: Group photo from the April 26 visit to the Kaohsiung District Agricultural Research and Extension Station.

Right: International students delightedly holding a real cocoa pod for the first time.

Students embarked on a comprehensive learning journey that integrated professional guidance from the Kaohsiung District Agricultural Research and Extension Station with hands-on experiences. From expert-led discussions to on-site fieldwork, students gained valuable insights into cocoa cultivation techniques, varietal characteristics, and market potential. They interacted directly with cocoa pods and participated in the entire chocolate-making process—from grinding beans to producing finished products—allowing them to experience the complexity and artistry of cocoa production. This hands-on approach provided a thorough understanding of the cocoa industry’s value chain and highlighted the importance of capital investment and technological innovation.

The program also fostered critical thinking and problem-solving skills, empowering students to envision sustainable industry practices and develop innovative strategies for growth.

 
Left: Mr. Chiu demonstrating the roasting machine, filling the air with the rich aroma of cocoa beans.

Right: Mrs. Hung guiding students through the orchard and explaining the cocoa lifecycle.

Field visits to Choose Chius and Cacao Bella Queen further expanded students’ understanding of cocoa’s applications and processing techniques. At Chiu’s Coffee and Chocolate, students learned the art of tempering—a crucial process that stabilizes cocoa butter crystals, enhancing chocolate’s texture and flavor. Meanwhile, at Cacao Bella Queen, students explored cocoa’s versatility by creating cocoa butter lip balm, showcasing the potential of cocoa as a raw material for both food and beauty products. These experiences underscored cocoa’s adaptability and opened new avenues for its innovative use.

 
Left: Visit to Linhou Cocoa Farm on June 16.

Right: Students engaging in discussions with farmers, led by Professor Lin Jin-He, on October 18.

The team also visited the Farmers’ Association in Changzhi Township, Pingtung, engaging in meaningful conversations with local farmers about their production practices and market challenges. Farmers shared insights into soil improvement, irrigation techniques, and crop cultivation while candidly discussing difficulties in marketing, branding, and product positioning. These discussions provided students with a realistic perspective on the hurdles within the cocoa supply chain, sparking ideas for innovative solutions to address these challenges.

 
Left: NSYSU Kindergarten children joining the fun at the "Cocoa Carnival."

Right: English explanations of the cocoa-making process helped international students discover the charm of Taiwan's cocoa.

The project’s achievements were showcased at the "Cocoa Carnival," which attracted around 300 participants. The event featured booths displaying creative products such as cocoa tea, ice cream, lip balm, and handmade cookies, blending student innovation with the expertise of local farmers. Interactive knowledge zones engaged attendees with educational games, while a DIY chocolate-making area allowed children to explore cocoa’s charm firsthand. The carnival also included industry representatives and experts who shared insights into the future of Taiwan’s cocoa industry. With promotions in Chinese, Japanese, and English, the event drew international students, elevating Taiwan’s cocoa industry to a global audience.

This USR project seamlessly connected theoretical knowledge, practical application, and outcome presentation to deepen students’ understanding of the cocoa industry. Participants not only learned to apply academic concepts in real-world scenarios but also recognized the value of collaboration and innovation through their interactions with farmers and industry experts. The project encouraged reflection on how sustainable practices can drive the transformation and growth of local specialty agriculture.

 
Left: Trilingual posters introducing Taiwan’s cocoa industry to exchange students.

Right: Children focusing intently on their cocoa DIY activity, guided by their teachers.

Professor Chin-Ho Lin from the Department of Business Administration emphasized the USR team’s commitment to supporting farmers in market expansion and fostering social responsibility, guided by a vision of sustainable development. Professor Fang Yi Lo from the IBBA program highlighted the project’s alignment with USR’s core values, focusing on local engagement, talent development, and international collaboration.

(Provided by USR Team / Edited by College of Management Media Team)