Summer is here！ New tourism brand “Summer Solstice 235” launched at Tropic of Cancer landmark

Tourism Center / Taipei Report

This summer, the new Taiwan tourism brand series “Taiwan Summer Solstice 235,” newly launched by the Tourism Bureau of the Ministry of Transportation and Communications, officially kicked off in full swing on the day of the summer solstice (June 21). Early on the morning of the solstice, the event began at the Tropic of Cancer landmark in Fengbin on the East Coast, where the world’s first light of the summer solstice was welcomed to mark the start. This was followed by tours of forestry and railway cultural heritage sites, tandem bike rides, and golf-themed summer solstice experience activities. At noon, visitors enjoyed an annual astronomical spectacle at the Tropic of Cancer Sun Museum, celebrating the 105th anniversary of the world’s first Tropic of Cancer landmark. In the evening, they savored champion summer solstice foods and specialty drinks at the Dongshi Fishermen’s Wharf, bidding farewell together to the setting sun of the solstice. The day concluded at Liyu Beach in Penghu with a starlight concert.


▲ Early on the morning of the solstice, the event began at the Tropic of Cancer landmark in Fengbin on the East Coast, where the world’s first light of the summer solstice was welcomed to mark the start. (Photo / From the East Coast National Scenic Area website)
The Tourism Bureau of the Ministry of Transportation and Communications stated that the Tropic of Cancer crosses central and southern Taiwan, not only dividing the subtropical and tropical climate zones but also creating Taiwan’s rich and diverse natural ecological beauty, making it a beautiful island in the eyes of foreigners. Therefore, as part of Taiwan’s Tourism Calendar brand, and based on the theme of “romance,” one of the six major marketing themes of Taiwan tourism, the “Taiwan Summer Solstice 235” series of events has been launched.

In addition to launching activation events across Taiwan from east to west along the path of the sun on the day of the summer solstice, aiming to weave a vibrant and joyful atmosphere of the Tropic of Cancer region through diverse activities, the highlight of the solstice — the “Tropic of Cancer Happiness Line” event — specially offered thousands of portions of champion summer solstice foods for participants to enjoy at the Dongshi Fishermen’s Wharf in Chiayi County. Following the ancient custom of exchanging scented sachets during the summer solstice, participants were also given limited-edition summer solstice sachet bags designed by renowned designer Mr. Chen Yongji.

Moreover, the public is invited to join hands with iconic romantic landmarks, beaches, and sunsets to outline the happy Tropic of Cancer of “Summer Solstice 235.” At the same time, through the gesture of holding hands, the event hopes to remind everyone that amid busy work schedules, the midsummer season can be well used to spend time with family or gather friends to experience the local culture and customs along the Tropic of Cancer corridor. Together, everyone can connect the lines of longing in their hearts, which is the brand spirit and mission of “Taiwan Summer Solstice 235.” The numbers 235 not only represent the 23.5 degrees of the Tropic of Cancer but also sound like “love me,” while also encouraging everyone to fall in love with Taiwan in the summer and experience its vibrancy and energy.

Starting from June 21, the Tourism Bureau of the Ministry of Transportation and Communications has launched 24 special tour routes and over 30 series of activities under eight major themes across Taiwan — from Hualien to Penghu — including Midsummer Dawn, Midsummer Indigenous Culture, Midsummer Mountain Climbing, Midsummer Wellness, Midsummer Breeze, Midsummer Astronomy, Midsummer Sunset, and Midsummer Starry Sky. These aim to attract 3.5 million visitors to explore the Tropic of Cancer corridor during the midsummer season and generate nearly NT$10 billion in business opportunities.

In line with the mobile technology trend, the “Taiwan Summer Solstice Stamp Hunt” activity has also been launched. The public is invited to bring their mobile phones or cameras to check in at featured Tropic of Cancer landmarks and scenic spots. In addition to enjoying local store discounts, they may also win prizes such as high-quality accommodation vouchers, bicycles, and summer skincare kits. To encourage participants to complete a cross-Taiwan journey along the Tropic of Cancer, those who collect stamps from all eight themed areas will also have the chance to win grand prizes.