Big Hill North Moon, Background Research

Location: Hsinchu County, Taiwan

Peter Chuang, a formerly graduate student from National ­Tsing Hua University, turned his learning to use with his girlfriend Wu Yijing by renting an abandoned school in 2014 and transforming it into a restaurant known as "Big Hill North Moon'' (pronounced “Da Shan Bei Yue” in Mandarin). Big Hill North Moon aims to become the bridge between the cities and countryside and bring new economic, cultural and sustainable values to the community.

Big Hill North Moon has held 30 to 40 farmer-led workshops per year, covering all four seasons. Local farmers guide tourists to pick oranges, make kumquat sauce in winter; dig for bamboo shoots, make bamboo rice in spring; host tea parties featuring seasonal fruits in the summer, and offer a "farmer of the day" experience in fall. Moreover, they started a farmer’s market in 2017, collaborated with musicians, yoga instructors, and local bakeries to infuse new energy and diversity into the community – allowing locals to explore business opportunities and introduce novel experiences to the tourists.

Context

In 2012, Peter Chuang’s studies in the Service Science faculty included enterprise transformation and entrepreneurial innovation. During field research, his group was sent to Hengshan Township – where they found the abandoned Fengxiang Elementary School. The school was built when Japan colonised Taiwan in 1923. However, it is not only rich in history but also the alma mater of the famous Cartoonist Liu Hsing-chin – making it an iconic establishment packed with geographical, historical and artistic relevance. Unfortunately, it still became a ghost town due to an operation failure in 2006.

With that in mind, Chuang and Wu adopted a consumer-­focused model known as AIETA (Awareness – Interest – evaluation—trial—adoption) to spark interest among the local farmers and tourists.

They transformed the school premises into exhibition corners, campsites, and artist studios; raised awareness about their renovation by marketing online and posting notices on the community board. They also launched reward-based events with the reward being local food tasting, repackaged unsellable produce, and turned bitter melons into candy by stir-frying them with sugar – which resulted in a sold-out season.

The team continued to turn bitterness into enjoyment by restoring the school scene with restaurant artefacts such as menus that looked like exam sheets, colourful classroom chairs, and chalkboards covered in playful sketches. In addition, the shortage of educational resources inspired them to host art competitions at local schools and turn children’s illustrations into T-shirts with 10% of the profit going into educational funding.

After three years of dedication, Big Hill North Moon became a must-check-in spot for travellers trespassing the area while effectively bringing immense value to all aspects of the township community. Chaung and Wu’s innovation and altruistic approach redefine entrepreneurship and what it means to run a restaurant beyond profit.

Goals

Starting in Hsinchu, Big Hill North Moon aims to integrate other township resources and characters to increase cultural and economic values. The end goal is to promote the beauty of rural places in Taiwan to the world and encourage younger demographics to return for business opportunities.

Primary Stakeholders

1. Name: Peter Chuang

• Role: Founder

• Motivation: Peter is a positive thinker, problem-solver, and has a passion for working to turn stories into value for others. His inheritance of achondroplasia (a form of short-limbed dwarfism) encouraged him to tackle life with a “see the good in everything” attitude and honed his ability to ameliorate.

2. Name: Wu Yijing

• Role: Co-Founder

• Motivation: Yijing is a foodie, a chef, and has a strong background in Design, hence her contribution is shown in exhibitions, marketing campaigns and the visual elements at Big Hill North Moon.

3. Name: Local farmers living in Hengshan Township

• Role: Produce supplier

• Motivation: Incorporating organic produce from the local farmers introduces freshness to the customers’ taste buds and provides opportunities for the farmers to distribute their crops into the market, further serving consumers’ health.

4. Name: Tourists

• Role: Customers

• Motivation: Tourists are able to revitalise the township’s economy by dining in at the restaurant, purchasing local goods, and participating in community events. They will also be able to gain cultural and historical insights into Big Hill North Moon’s evolution – sharing their stories with the wider network.

Positive Impact

Social/Cultural

Big Hill North Moon ​​benefits the farmer communities via seasonal workshops, agricultural experiences, and markets on the weekend. Their involvement with schools also help support local children’s future and introduce the community to new opportunities and lifestyles.

Environmental

All produce and ingredients used in Big Hill North Moon’s cuisines are organic – meaning increased soil fertility, less energy required, reduced pollution and soil erosion. Organic crops have higher antioxidants in comparison to conventional crops. Increased intakes of polyphenolics and antioxidants also relate to a reduced risk of certain chronic diseases and cancer – enriching our sustainability and well-being index as a collective. Moreover, produce from farmers used to go to waste before Chuang and Wu reached out for collaboration because they are more expensive on the market and they don’t have a glorious look. With food waste being one of the most serious environmental issues, Big Hill North Moon certainly made a positive impact on the matter.

All ingredients used in Big Hill North Moon’s cuisines are organic – meaning increased soil fertility, reduced pollution and soil erosion. Organic crops have higher antioxidants which relate to a reduced risk of certain chronic diseases and cancer. Moreover, produce from farmers used to go to waste because of their inglorious look and expensive market price. Hence Big Hill North Moon certainly made a positive impact on the matter - enriching our sustainability and well-being index as a collective.

Economic

Farmers who supply for Big Hill North Moon are able to solve their over-production issues and scale their customers to a wider network. In Hsinchu County’s statistical report about average family income, there is shown to be a 0.23% increase rate from 2014 to 2020. By collaborating with people with different backgrounds, Chuang and Wu turned Big Hill North Moon into a multi-purpose space that benefits tourists, local residents and operators alike. A stabilised emigration rate and an increased immigration rate in recent years also help convey the point.