Yueh Hsiu Chen

Brand Mediation and Brokerage Strategies for the Paiwan Tribe Woodcarving: Challenges and Pathways to Sustainable Development

Yueh Hsiu Chen – Graduate School of Creative Industry Design, National Taiwan University of Arts, Taiwan

Abstract:

This study investigates the branding and brokerage strategies of Paiwan woodcraft in Jiaxing Village, Pingtung, Taiwan, utilizing participatory observation and in-depth interviews. The focus is on the challenges and opportunities encountered in the mediation and commercialization of indigenous craft heritage. Historically renowned for its intricate wood carvings, Jiaxing Village’s Paiwan artisans have shifted from exclusive noble commissions to broader commercial production, influenced by Japanese colonization and subsequent market dynamics. However, modern challenges include the loss of traditional knowledge, resource scarcity, and branding fragmentation. The research identifies four key mediation roles: 1) Government mediation, which faces limitations in balancing policy objectives with the ecological and cultural needs of the tribe; 2) Community brokerage, hindered by internal conflicts and insufficient integration of cooperative structures; 3) Craft heritage transmission, challenged by rigid class systems, gaps in education policy, and declining interest among younger generations; and 4) Market mediation, where brand development struggles against cultural stereotypes and fierce competition from other indigenous brands. To address these issues, the study proposes strategic actions: strengthening qualitative policy goals to enhance craft quality and cultural integration, fostering internal community cooperation, improving formal and informal education pathways for craft transmission, and employing digital marketing and crowdfunding to elevate brand identity and consumer engagement. This research contributes actionable insights for sustainable cultural and economic revitalization, aiming to bridge the gap between indigenous aesthetics and contemporary market demands.