We started with containers.
Now we stay with Taiwanese brands after the goods arrive

After each shipment, we would call to check in. What we heard was increasingly not about logistics: how to register a product locally, whose name a license should be under, and orders that came and went.

The pandemic years made this especially clear. In September 2021, the global average rate for a 40-foot container rose to US$10,377—more than seven times the 2019 rate. For many clients, the problem was not getting goods shipped; it was that shipping them no longer made business sense.

The pandemic passed, but the pressure did not. Taiwan’s 1.71 million small and medium enterprises sold NT$31.1 trillion in 2024, with only NT$3.2 trillion sold overseas—about one dollar in every ten. Taiwan’s population has been declining every month since 2024.

Our clients face the same pressure to adapt and survive as the market changes. Conversation after conversation made one thing clear: goods can all be delivered. What creates the real gap is whether someone carries on after arrival—handles licenses, pushes products onto shelves, and answers the first customer complaint in English.

These tasks are outside every freight forwarder’s scope of service, including Jumping Freight’s.

The safest path was to handle customs clearance and transportation well, protecting the core business built over 43 years. But what held our clients back was no longer at the port.

So we stepped outside Jumping Freight’s existing framework and founded LUFÉ, moving forward from those pain points: first understanding overseas markets and local regulations, then finding channels, helping companies establish themselves, and handling customer service. We made the four hardest tasks into four services: Market Test, Consignment, Company Setup, and Call Center.

Jumping Freight is our foundation: it gets goods there, and LUFÉ helps them get bought locally.