See the human touch of Taiwan ! The first movie-style ad goes global
By / Compiled and reported by Li Xinyi
In recent years, Taiwanese films have received high acclaim at major international film festivals, showcasing Taiwan’s diverse soft power and cultural charm to the world. Last year, Taiwan welcomed a record-high 5.567 million tourist arrivals. To build on this momentum, the Tourism Bureau under the Ministry of Transportation and Communications tried a new approach for the first time — producing a fresh international promotional video using cinematic techniques. The video captures Taiwan’s natural beauty and heartfelt human stories, aiming to deeply touch the hearts of travelers worldwide. It has been uploaded to YouTube, letting the whole world see the beauty of Taiwan !
To capture Taiwan’s unique human touch and scenery, the first movie ad took a year to plan and shoot. (Photo provided by the Tourism Bureau, Ministry of Transportation and Communications)
The most memorable part of any trip is often the “people,” and it is the people who give a journey its deeper meaning and value. Taiwan’s human touch has always been a highlight highly praised by international visitors. The Tourism Bureau specially invited award-winning Taiwanese director Mr. Luo Shenjun, known for his success in international competitions, and renowned American cinematographer Mr. Michael Fimognari, who has won two Emmy Awards, to direct the film “Time for Taiwan—My Beautiful Island.” The film highlights the rediscovery of human warmth as Taiwan’s biggest travel appeal. Through the perspectives of four groups of international travelers, it tells a cinematic story — from the anticipation of an unknown journey upon arrival in Taiwan to the wonderful discoveries and touching surprises experienced along the way.
Puppetry, a traditional art form representing Taiwan, is also featured in the film. (Photo provided by the Tourism Bureau, Ministry of Transportation and Communications)
The film incorporates elements such as “Global Highlights” and “Travel Taiwan · 100 Touching Moments,” including folk religion, local culture, indigenous tribes, hot springs, innovation, contemporary culture, hiking, and ecotourism. After a year of planning and shooting, four promotional short films of varying lengths were completed.
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