Surewell Fresh Supermarket

Surewell Fresh Supermarket (Chinese: 喜互惠生鮮超市) is a Taiwanese regional supermarket chain operating in Yilan County, Taiwan. Established in 1992, the company focuses on fresh food retail and daily consumer goods, with some locations operating on a 24-hour basis.^[1]

Surewell Fresh Supermarket was founded in April 1992. During its early years, the company operated two store formats based on floor space. Larger outlets, classified as wholesale hypermarkets and exceeding 2,000 m² (22,000 sq ft) in size, were located in areas such as Toucheng, Yilan City, Luodong, and Su'ao. These stores offered a wider range of merchandise, including books, clothing, household goods, small appliances, and gardening supplies. Smaller outlets, under 1,000 m² (11,000 sq ft), operated as neighborhood fresh supermarkets.^[2]

Following the entry of nationwide hypermarket chains into Yilan City in 2008, Surewell reassessed its business model. Its wholesale hypermarket format was comparatively closer in scale to large supermarkets rather than national hypermarkets. The largest branch, the Yilan Wenhua store, measured approximately 1,200 ping and carried around 12,000 product items. As a result, the company unified its branding, renaming all branches as fresh supermarkets and further classifying them into large-format and standard stores based on size and product range.^[3]

In 2012, Surewell spun off its in-house bakery division to form Lantian Grain King Co., Ltd. (Chinese: 蘭田穀王股份有限公司), which later became the largest bakery chain in Yilan County, operating ten outlets by 2019.

As of the mid-2020s, Surewell operates 19 stores across Yilan County.^[4] Some branches provide 24-hour service. In 2019, the company launched the "Mobile Surewell" service to serve rural and remote communities at the northern and southern ends of the county, using small truck-based mobile shops.^[5]

• List of supermarket chains in Taiwan