By MOOK Scenic Spots Family Travel Life Network, compiled and reported by Li Xinyi
Following the endorsements by F4 and Fahrenheit for Taiwan tourism, the Tourism Bureau under the Ministry of Transportation and Communications in 2013 divided international promotional efforts for the Japanese and Korean markets, assigning different celebrity spokespeople based on the distinct characteristics of each market; for the Korean market, they invited Taiwanese actress Ivy Chen, who has achieved remarkable success in drama and commercials, alongside Korean actor Jung Suk Yong, who recently won the Best New Actor award at the Korean Blue Dragon Film Awards for “Architecture 101,” to co-star in 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 (also known as Xiaozhu) — to target the sakura (young Japanese female) demographic.
This year, Show Luo will become Taiwan’s tourism ambassador in Japan. (Photo provided by the Tourism Bureau under the Ministry of Transportation and Communications)
Unlike the strategy in Southeast Asia, which relies on an ensemble of stars to promote local dramas, the Tourism Bureau recognized the enduring popularity of idol culture among young people in Japan and Korea, and the strong appeal of top idols in both countries. Since 2007, the strategy has focused on celebrity endorsements, having previously appointed F4 and Fahrenheit — who rose to fame in Taiwan idol dramas — as tourism ambassadors for the Japanese and Korean markets, aiming to attract housewives and young female travelers. Through a series of PR activities, they sparked a trend of fans traveling to Taiwan to see their idols. Given the rapid generational shifts in Asia, Japan’s fascination with celebrities and trends, and Korea’s fast-moving online information environment, the Bureau decided — considering the increasingly divergent preferences of travelers from the two countries — to better tailor its strategies. As a result, the international promotional plans for Japan and Korea were formally separated: the Korean market now features a Korean celebrity spokesperson and a microfilm, promoted via online channels, while the Japanese market, having already solidified its appeal among mature women and younger audiences, continues its momentum and excitement with Show Luo taking the torch.
According to statistics, from January to November last year (2012), a total of 1,312,291 Japanese travelers visited 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. After the three-year term of Fahrenheit, the Tourism Bureau this time chose Show Luo, a superstar across singing, acting, and hosting who is highly skilled in dancing, speaks Japanese, and ranks among the most popular Chinese entertainers in Japan, to serve as the tourism ambassador for the Japanese market — a move clearly aimed at capturing the hearts of young adult women. Show Luo, who was officially appointed as the tourism ambassador, also announced the exciting news at his concert last week, expressing gratitude to fans around the world for their support that gave him the opportunity to represent Taiwan tourism. The joyful atmosphere was electric with tens of thousands of fans cheering wildly, and the self-proclaimed night market food expert also extended a warm invitation to fans everywhere to visit Taiwan and enjoy its cuisine.
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