The Taitung Belong Boulevard becomes too popular and gets damaged; EVA Air boosts Chishang sightseeing bus service
Last updated 2026-09-25 — With the summer vacation arriving, spots like the Belong Boulevard in Chishang and the Tree of Offering Tea that gained fame through advertisements have once again become popular tourist destinations. As it is currently harvest season for farmers, the influx of visitors and their unrestrained behavior has even led to...
Editor’s note / Compiled and reported by the editorial team of MOOK Travel Life Network
With the arrival of the summer vacation, places like the Belong Boulevard in Chishang and the Tree of Offering Tea that rose to fame through advertisements have once again become popular tourist spots. As it is currently harvest season for farmers, the overwhelming number of visitors and their unrestrained actions have even caused damage to local farmland crops, angering the hardworking farmers.
The refreshing advertisement scene, paired with footage of international superstar Takeshi Kaneshiro cycling, helped the Taitung Chishang Belong Boulevard gain instant fame. (Image source / EVA Air I SEE YOU official website)
In response to the impact of the advertising craze on the lives of Chishang residents, EVA Air Chairman Chang Kuo-wei and General Manager Cheng Chuan-yi personally visited Taitung on July 7. In addition to apologizing to County Magistrate Huang Jian-ting, Chishang Township Chief Lin Wen-tang, village chiefs of Jinyuan, Wan’an, and Jiansing, as well as local farmers, they also announced that EVA Air flights departing from Taiwan will prioritize using “Chishang Rice” for in-flight meals. They will also sponsor Taitung County Government to launch the “Chishang Countryside Sightseeing Bus” starting July 16, and continue supporting the Tree of Offering Tea service. They hope to give back to the local community through corporate efforts. While signing several future cooperation agreements with Taitung County Government, EVA Air once again called on tourists to cherish this land and jointly preserve the beauty of Chishang.
With the intensive airing of EVA Air’s advertisements, the beauty of Taitung Chishang, enhanced by the star power of Takeshi Kaneshiro, has become one of the hottest travel destinations today. (Image source / EVA Air I SEE YOU official website)
EVA Air Chairman Chang Kuo-wei stated: “Out of our love for Taiwan, we insisted on including Taiwan’s beautiful scenery in our advertisements. We are very grateful for the public’s warm response to the I SEE YOU campaign. Chishang in Taitung has become a famous attraction, but a small number of tourists have gone as far as taking photos in the rice fields and trampling on the grain, causing distress to Chishang’s farmers. Such incidents are absolutely not what we wish to see, and it was truly heartbreaking to see the farmers’ hard work being ruined on TV. The tranquility and beauty of Chishang are hard-earned and need to be jointly maintained by everyone to allow this paradise to thrive indefinitely.”
The vast expanse of lush green rice fields is truly unforgettable! (Image source / MOOK Travel Life Network)
Cycling along this straight rural road with beautiful scenery all around is an absolute delight！ (Image source / Taitung County Government Tourism Website)
To effectively reduce the impact on Chishang, EVA Air and Taitung County Government discussed ways the company could actively help improve community order. EVA Air announced that, in addition to prioritizing Chishang Rice for in-flight meals on flights departing from Taiwan, starting July 16, it will provide ten “Chishang Countryside Sightseeing Buses” to offer shuttle services between major scenic spots in Chishang, facilitating smooth travel for visitors and enhancing the overall tourism experience for locals.
Furthermore, to convey Taiwan’s unique warmth and hospitality, since the end of August last year, EVA Air has commissioned residents of Wan’an Village to regularly serve tea under the tree made famous by Takeshi Kaneshiro. This Tree of Offering Tea activity will continue, providing scheduled tea services twice daily during the summer vacation (July–August), and twice weekly on Saturdays, Sundays, and national holidays starting September.
Takeshi Kaneshiro Ad Location: Spend a Day at the Popular Belong Boulevard
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