To welcome the the Year of the Loong on the first day of the lunar calendar, President Dukinson and President Wang Guodingsong led the first level supervisors to greet the guests. The FE SOGO Department stores in Taipei strictly select a variety of seasonal products, and the Zhongxiao Hall attracts nearly 500 people to queue up and buy lucky bags on the first day of the Lunar New Year.

FE SOGO Department stores in Hsinchu lead parents and children to create "dough figurines" during the New Year, inheriting traditional culture. Considering that the new resident culture is an important part of Taiwan, the Kaohsiung store held the "New Resident Multicultural Market" from February 3 to 4, attracting Thailand and Mongolia Merchants from other regions provide diverse experiences.

FE SOGO Department stores held the activity of "Yuanxiao (Filled round balls made of glutinous rice-flour for Lantern Festival) People Reunion, Parents and Children Rubbing rice dumpling" on February 18, and the activity of "Lucky Dragon Shaping Lantern" on February 25, to teach children to knead clay to make lion shaped lanterns, and hope that the new year will be full.

FE SOGO Department stores continue to promote "sustainable fashion" in the industry. Sophia C.W. Huang Chairman was recently appointed by Mayor Lu Xiuyan of Taichung City as a member of the Taichung City Government's International Development Committee for the new year. In the future, she will use the expertise of industry leaders to assist local governments in promoting urban exchanges both domestically and internationally.

Starting from April 2nd, the FE SOGO Department stores Mother's Day cosmetics promotion event will feature Meiyan. Taipei's three stores will take the lead in launching over 10000 beauty and maintenance discount groups, further expanding the scope of coupon usage. For the first time, Meiyan will present a beautiful, fragrant, and healthy "cosmetics voucher", allowing consumers to buy well and fully.

Mastering popular culture is a fundamental skill for retailers, and the representative color "Peach Fuzzy" selected by PANTONE, a global color authority in 2024, highlights the atmosphere of society's desire for intimacy and connection in the new year.

I believe many drivers have faced such a dilemma: one is hard to find upon entry, and they have to search for payment machines and queue up to pay when they leave, wasting a lot of time invisibly. In order to address the pain points of consumers, Far Eastern Electronic Toll Collection has teamed up with Far EasTone Telecommunications and the Group's Integrated Efficiency and Retail Planning Headquarters to clear the mines for the parking experience!

FE SOGO Department stores pioneered the AR experience in the department store industry, with all stores in Taiwan working together to create the strongest dream check-in point of 2024- "Meow! Giant Seven Lucky Lucky Lucky Lucky Cat". At night, AR Air Show was also arranged, with a dragon composed of AR simulated drones jumping in the sky, bringing a brilliant fireworks display.

To welcome the the Year of the Loong, FE SOGO Department stores Sophia C.W. Huang Chairman led the first level executives to pay a New Year's greetings to the public, and recalled that in 2023, the performance of the whole Taiwan would exceed NTD 50 billion, and that Taipei stores would exceed NTD 30 billion, which is the only department store with double-digit growth in the market; In conjunction with the Spring Festival, we have launched multiple lucky bags to celebrate with the people.

The FE SOGO Department stores have been investing in children's public welfare for a long time. On January 6th, the Zhongli store held a "Parent Child Science Brain Action" event, where teachers in the store led parents and children to use recycled paper rolls to make small rockets. From January 6th to 8th, they jointly held a graduation exhibition with Liuhe High School Multimedia Design Examination to showcase the creativity of Generation Z.