Joe Cheng is the son of Cheng Ko-Pin, chairman of K.S. Terminals Inc., a leading listed electronic terminal manufacturer in Taiwan. In 2014, Joe and his wife Peggy founded the affordable luxury fashion online shopping platform IFCHIC in California, in the US, where the competition amongst online shopping platforms is fierce. After some success, Joe decided to expand his business internationally and his homeland of Taiwan was the natural first choice. By the end of 2017 he had set up the first global reservation-based VIP Showroom of IFCHIC in Xinyi District of Taipei. With image consultants providing advice on how to match clothes, the VIP Showroom combines online and offline resources to give consumers an unprecedented shopping experience. In addition, unlike the sales-oriented online shopping platforms, IFCHIC also offers information on fashion trends in Europe and the US as well as reports on outstanding women in various fields. Combining lifestyle and fashion, IFCHIC has built itself into a platform with its own distinctive style in the Taiwan market.