Brand Story - GinGin LGBT

GinGin Store - Breast Binders, Boutiques, Apparel, Books, Audio/Video, Arts and Exhibitions

gingin shop online -

【Appealing Themes】

Diversity, Innovation, Professionalism, and Passion - The first composite store serving the Chinese community featuring LGBTQ+ themes.


The first composite store serving the Chinese community that features themes in LGBTQ+ (Lesbian, Gay, Bisexual, and Transgender), feminism and gender issues by offering merchandise and services such as breast binders, boutiques, apparel, books, audio/video, arts, and exhibitions.

【Founding Concepts】

GinGin has operated based on a business partnership since its founding. During the initial founding stages, the shareholders supported and participated in the LGBTQ+ rights movement as a corporate mission dedicated to social responsibilities and awareness.

The gay culture in Taiwan during the time of initial founding had long been distorted by the cultural values of mainstream heterosexuals. The homosexual circles in Taiwan and the Chinese communities lacked one cultural voice to channel as their own. With this in mind, the shareholders collectively decided to establish one composite store, GinGin, featuring homosexual culture, on January 1st, 1999.

【Branding Origin】

The Chinese characters of GinGin are composed of six suns, meaning “glorious” and “shining”. They also correspond with six colors including red, orange, yellow, green, blue, and purple that represent the international rainbow sign, symbolizing homosexuals.

Homosexuals have long been stigmatized as a result of misguided stereotyping about their night-time activities. At night, when the stars sparkle in the sky, homosexuals now not only can engage in activities at night in the parks, bars and saunas of Taipei, but can also visit GinGin. GinGin provides homosexuals with a supportive venue to meet and greet friends and hang out, include during day-time hours when many activities are planned.

【Corporate Concept : Over 20 years, GinGin has operated on a commitment to integrity and sustainable management】

For years, GinGin has operated its business with all partners by upholding the principles of integrity, professionalism and passion to all the services it provides. Systematic corporate governance and corporate vision and mission for Taiwan LGBTQ+ consumers have been consistent all the way along. The partners are not only building a venue for homosexual consumers but creating a safe, cozy and proper LGBTQ+ space.
GinGin does not only serve as a bookstore to customers or business and work opportunity to partners. The management team also creates an evolving, nurishing environment by developing diverse cultural merchandising for composite stores. Using professional and attentive purchase counseling and services, GinGin operates as a business venture that makes us happy and touches our shining, glorious customers.