Different preferences in Japan and South Korea lead to split tourism endorsements featuring Show Luo and Ivy Chen

Written/Compiled and Reported by Li Xinyi, MOOK Travel Life Network

 

Following the endorsements by F4 and Fahrenheit for Taiwan’s tourism, the Tourism Bureau of the Ministry of Transportation and Communications in 2013 divided international promotional efforts for the Japanese and Korean markets, assigning different celebrity endorsers based on the distinct characteristics of each market; for the Korean market, they invited Taiwanese actress Ivy Chen, who has achieved remarkable success in dramas and commercials, alongside Korean actor Jung Suk-won, who recently won Best New Actor at the Blue Dragon Film Awards for his role in “Architecture 101,” to jointly promote the microfilm “Thump Thump 24 Hours in Taiwan.” For the Japanese market, they selected Asian dance king and 2012’s most popular entertainer according to major online polls—Show Luo (aka Xiao Zhu)—to target the female fanbase.

Different from the strategy of using an ensemble of stars to promote local dramas in Southeast Asia, the Tourism Bureau recognized the enduring star power among youth in the Japanese and Korean markets, where top idols continue to draw strong followings. Since 2007, the strategy of celebrity endorsements has been central, with F4 and Fahrenheit—stars who rose to fame in Taiwan idol dramas—serving as endorsers to appeal to housewives and young women. Through a series of PR activities, the aim was to spark a trend of fans traveling to Taiwan to see their idols. As generational trends in Asia shift rapidly, with Japan favoring celebrities and trends while Korea benefits from fast-spreading online information, the Bureau decided to separate the international promotional plans for Japan and Korea to better align with the differing preferences of travelers. The Korean campaign features a K-star and a microfilm promoted via digital channels, while Japan continues to build on its established appeal among adult women and younger audiences with Show Luo taking the torch to sustain momentum.

 

According to statistics, from January to November 2012, Japan sent 1,312,291 travelers to Taiwan, marking a 12.55% increase compared to the same period the previous year, with the full-year figure expected to surpass the new record of 1.4 million visitors. Following the three-year term of Fahrenheit, the Tourism Bureau this time chose Show Luo—an all-rounded artist popular across Asia for his singing, acting, and hosting skills, known for his dancing talent and proficiency in Japanese, and highly ranked among the most popular Chinese entertainers in Japan—to be the tourism ambassador for the Japanese market, aiming strongly to capture the hearts of young adult women. At his concert last week, Show Luo publicly announced the exciting news, expressing gratitude to fans worldwide for their support in making him Taiwan’s tourism ambassador. The atmosphere was electric with thousands of fans cheering, and the self-proclaimed night market food expert also extended warm invitations for fans to visit Taiwan and enjoy its cuisine.

 

 

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