Taiwan's Cycling Culture on the World Stage: Giant, Merida, and Global Influence

Introduction

If you ask a European professional cyclist at random, “Which Asian bicycle brand do you know?” the answer is almost certainly “Giant” or “Merida.” Born in Taiwan, these two brands are not only the world’s leading bicycle manufacturers by sales volume, but also one of the most successful examples of Taiwan’s manufacturing industry transforming from contract production into brand ownership.

Taiwan’s bicycle industry holds an international standing far beyond what most Taiwanese people realize. This article traces the rise of Taiwan’s bicycle industry, examines the global influence of Giant and Merida, and looks at the unique place Taiwan’s riding culture occupies within the international cycling community.

The Rise of Taiwan’s Bicycle Industry

The development of Taiwan’s bicycle industry began in the 1970s with the OEM (Original Equipment Manufacturer) model. Taiwanese factories at that time manufactured bicycles under contract for American and European brands, accumulating manufacturing expertise and building an integrated industrial supply chain.

Giant: From a Farm Equipment Warehouse to World Number One

Giant Manufacturing Co. was founded in 1972 by Mr. King Liu in Dajia, Taichung, with its first factory being a rented farm equipment warehouse. In 1977, the company began manufacturing under contract for the American brand Schwinn, and after accumulating capital and technical know-how, launched its first own-brand Giant bicycle in 1981.

Today, the Giant Group has distributors in more than 50 countries worldwide and sells over 6 million bicycles annually. More importantly, the professional road cycling team Giant sponsors (Team Jayco–AlUla, formerly known as Lotto-Jumbo, Team Lotto, and others) has won multiple victories at top-tier races including the Tour de France, bringing a Taiwanese brand’s name onto the world’s highest level of cycling stage.

Merida: Exporting a Spirit of Craftsmanship to the World

Merida Industry Co. was founded in 1972 by Mr. Tseng Ting-huang in Changhua. Renowned for its “quality first” philosophy, Merida has built a particularly strong reputation in mountain biking and off-road cycling. The company operates assembly plants in Germany, the United States, and mainland China, and holds a 49% stake in the German brand Centurion, making it one of the most fully internationalized Taiwanese bicycle brands.

The Bahrain Victorious professional road cycling team, sponsored by Merida, has delivered standout performances in recent years at the Tour de France and Giro d’Italia. In 2021, Merida rider Sonny Colbrelli won Paris–Roubaix, the legendary cobblestone classic known for its mud and drama, allowing the world to witness the top-tier capability of a Taiwanese brand.

Taiwan’s Professional Cycling Teams: Pioneers of Asian Cycling

Beyond its manufacturing strength, Taiwan has also been at the forefront of Asia in promoting professional cycling events:

• Taiwan Excellence Cycling Cup: A series of Taiwanese cycling races with an international focus
• Tour de Taiwan: A UCI 2.1-category international road race that attracts top-tier teams from around the world every year, and is one of the most significant international road races in Asia
• SportFull Formosa 900: A slow-paced, long-distance event themed around cycling around the island of Taiwan, attracting cycling enthusiasts from all over the world

Taiwan’s Manufacturing and Technical Edge

Taiwan’s ability to hold a unique position in the global bicycle market comes down to accumulated technical expertise:

• Carbon fiber craftsmanship: Taiwanese manufacturers have mastered the design and production of top-tier carbon fiber frames, and many carbon fiber frames for leading brands (including non-Taiwanese brands) are still produced in Taiwan
• Industrial cluster effect: The Dajia (Taichung) to Changhua corridor forms a complete bicycle supply chain, covering everything from raw materials and components to fully assembled bikes in one place
• Rapid iteration capability: Taiwanese manufacturers can respond to market demand quickly and roll out new specifications in short order, a major advantage in global competition

Taiwan’s Riding Culture in the Eyes of the International Community

For foreign cyclists, Taiwan holds several unique attractions:

• Wuling at 3,275 meters: One of the highest paved roads in East Asia, a pilgrimage destination for many foreign cyclists
• Round-Taiwan Cycling (Formosa 900): Known for its varied coastline and mountain landscapes, offering a riding experience distinct from Europe’s flatland environments
• A friendly riding culture: Taiwanese cyclists are known for their friendliness and willingness to help, and foreign cyclists visiting Taiwan almost always come away with stories of being warmly assisted
• Convenient infrastructure: The dense distribution of 7-Eleven stores means long-distance riders never need to worry about resupply, a rare advantage globally

Practical Recommendations

A global perspective on Taiwanese brands: Next time you’re shopping for a bike, consider a “Taiwanese brand first” approach — not only to support local industry, but because Giant and Merida’s investment in R&D and quality control has reached world-class standards, often delivering better value for money at comparable price points.

Watch the Tour de Taiwan: If you get the chance to attend the Tour de Taiwan in person, it is the most direct way to experience the international standing of Taiwan’s cycling culture. Top professional riders racing on Taiwanese-brand bikes along Taiwan’s mountain and coastal roads is the finest snapshot of Taiwan’s riding culture.

Conclusion

Taiwan is a small island, yet it holds a disproportionately important place in global cycling culture. This standing is no accident — it is the result of decades of effort by countless engineers, designers, riders, and brand builders working together. Every Giant or Merida bicycle rolling along a European road, appearing in live broadcasts of the Tour de France, is a powerful statement of Taiwan’s manufacturing spirit on the world stage.

Related Reading

• Taiwan’s Position on the International Cycling Stage: How Giant and Merida Changed Global Cycling
• Taiwan’s Bicycle Industry: How GIANT and MERIDA Went Global
• The Rise of Taiwan’s Homegrown Bicycle Brands: Giant and Merida’s Journey to the World
• The History of Taiwan’s Bicycle Industry: How Giant and Merida Became World Brands