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With the loss of old export markets such as China and Australia in the 1950s, Taikoo promoted its products aggressively in Southeast Asia, the Middle East, East Africa and the South Sea Islands. In the 1960s, Malaya (including Singapore) was by far the largest importer of Hong Kong sugar. A large volume of Taikoo sugar was also consumed locally.
Exports of Hongkong Refined Sugar Value in HK$'000 Quantity in cwt. 1963 1962 1961 1960 1963 1962 1961 1960 Malaya 23,032 14,973 14,635 25,282 424,912 604,242 499,951 790,910 U.S. Oceania 1,358 700 793 690 24,088 21,253 20,775 17,896 Macao 779 435 393 427 13,844 14,929 12,150 12,725 Kenya 423 389 502 421 6,814 8,970 11,085 9,043 N. Borneo 221 74 65 90 3,360 1,668 1,366 2,013 Cambodia 183 484 483 942 5,481 16,831 15,048 28,638 Oceania n.e.s. 149 318 - 443 5,300 12,646 - 13,784 U.S.A. 131 59 60 120 1,450 930 965 1,850 Japan 121 63 589 67 2,014 2,084 18,196 1,891 Laos 114 96 46 35 1,751 1,878 909 815 Papua and New Guinea 99 97 155 - 1,333 2,615 3,478 - Aden 64 138 218 162 956 3,064 4,579 3,051 Persian Gulf Sheikdoms 27 68 12 12 384 1,186 237 225 Iraq 12 101 33 - 171 3,125 749 - Others 5,836 318 264 631 128,590 7,564 6,066 15,806 Total 32,549 18,313 18,248 29,322 620,448 702,985 595,554 898,647 Source: “Sugar”in Hong Kong Trade Bulletin (Hong Kong: Department of Commerce and Industry, Nov 1964) p.85.
In 1905, Taikoo registered the distinctive Taichi (taiji) trademark -- a philosophical symbol of “one-ness” achieved through the union of opposing forces, Yin and Yang. Deeply rooted in Chinese culture and instantly recognizable in the remotest of villages in China, the trademark must have played a big part in promoting sales.
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