Before-and-after? Taipei's unconventional "When in Rome" ad in South Korea

By Chang Hsin-tzu / Seoul

Taipei City plans to promote "weekend getaways" in South Korea, but seemingly aiming to stand out among the abundance of plastic surgery ads in subway cars, it has gone native by using a "Before and After" theme as its promotional hook, hoping to catch the eye of commuters.

▲ Taipei City’s tourism ad spotted in a South Korean subway car. (Photo by Chang Hsin-tzu)

Tourism ads from Taiwan are rarely seen in South Korean subway stations, but in one car on Seoul Subway Line 2, an unassuming A3-sized Weekend Taipei ad caught the reporter’s attention. The ad features a girl transitioning from a worried expression to a bright smile, paired with photos of attractions such as waffles, mango shaved ice, hot springs, the Chiang Kai-shek Memorial Hall, and Taipei 101—seemingly highlighting Taipei as a city that brings smiles to travelers.

While it's uncertain whether this ad, attempting to blend in among the many cosmetic surgery ads, will capture the interest of South Koreans, seeing their own country’s tourism promotion abroad will surely bring a knowing smile to many Taiwanese tourists in Korea.

In fact, Taiwan has frequently invested in overseas tourism campaigns