Mayor Chang San-cheng Leads A New Vision for Cultural & Landscape Integration

Mayor Chang San-cheng: Taoyuan City is one of the six special municipalities in Taiwan, known for its rich natural and cultural landscapes. Since taking office, I've applied my experience from the technology industry to lead the Taoyuan City Government in embracing technological interaction and innovation. This approach aims to allow more people to personally experience the diverse charm of Taoyuan.

The city has connected the areas of Daxi District, Longtan District, and Shimen Reservoir to create the "Taoyuan DA LUNG MEN Tourism Corridor" brand. This branding is promoted through various marketing initiatives to increase awareness.

Inspired by this year's Chinese zodiac sign, the Snake (often referred to as the Year of the Little Dragon), the theme "Visit Taoyuan DA LUNG MEN in the Year of the Little Dragon" was developed. This theme has been used to create a visual identity that captures the festive spirit of the season. Additionally, limited-time activities for the Chinese New Year have been launched to invigorate regional tourism and promote local folk culture.

Taoyuan functions as the principal gateway to Taiwan, housing the Taoyuan International Airport. It is also emerging as a centre for smart technology, characterised by growth potential, a commitment to humanistic care, and significant tourism opportunities. The Taoyuan City Government actively implements technological governance while promoting major construction initiatives and delivering innovative services to the public.

Furthermore, the government is progressively optimising various welfare measures and exploring new avenues in art, culture, and tourism through municipal reforms and organisational transformations. Despite the challenges posed by declining birth rates and emigration, Taoyuan continues to attract numerous young individuals and families, thereby becoming the only one of Taiwan's six special municipalities to exhibit a consistently growing population.

The series of marketing promotions for the "Taoyuan DA LUNG MEN Tourism Corridor" brand was collaboratively developed by various departments of the Taoyuan City Government, in conjunction with paper-cutting artists, illustrators, and local century-old temples. This initiative exemplifies successful cross-sector collaboration between public and private entities.

The achievement of the Silver Award at the French Design Awards serves as a significant recognition of this cooperative effort and establishes a new benchmark for the promotion of Taoyuan's cultural heritage and tourism sector. In the future, we shall continue to fortify the interrelationships among various units, leverage collective expertise, and share resources. Our shared objective is to enhance the livability of Taoyuan through effective design across all domains.

In addition to progressive advancements in intelligent technology, innovation within the industrial economic environment, and the establishment of a robust welfare system, cultural diversity and sustainable tourism represent critical components of a modern urban landscape.

The Taoyuan City Government team is dedicated to the development of a new smart city that harmonises technological innovation with an emphasis on humanistic values and significant tourism potential, realised through conscientious design.

It is our objective to ensure that traditional culture retains its value and continues to be perpetuated across generations, despite the transformations imposed by time and space. We earnestly seek to create an exemplary city in which future generations will take pride in their cultural heritage and feel compelled to safeguard and perpetuate its intrinsic significance.

Local culture and customs are fundamentally interconnected with daily life; therefore, the foundation for cultural and tourism promotion should originate from these lived experiences, thereby encouraging greater public engagement. In the contemporary digital landscape, electronic media have evolved into an essential component of everyday existence, with individuals increasingly preferring to receive information in visual formats.

The activity titled “DA LUNG MEN Deity Mascot Stamp Collection Treasure Hunt” effectively combines the traditional practice of temple visits during the Lunar New Year with the principles of digital engagement, thereby introducing an innovative sightseeing experience that enhances the traditional New Year festivities. Additionally, the “FEI LAI BOOK” pop-up brochure employs visual creativity to narrate local stories, departing from conventional text-based descriptions.

The Daxi, Longtan, and Shimen Reservoir areas in Taoyuan are renowned for their significant attractions and historic temples. In an effort to enhance the regional tourism industry and promote local folk culture, the Taoyuan City Government team has identified notable features that provide increased visibility and connectivity to the natural and cultural landscapes of these regions.

Key highlights include the arched structures of Daxi Old Street, the tea plantations located in Longtan, and the Shimen Reservoir Dam, alongside the array of centennial temples in the vicinity. The initiative also emphasises the incorporation of local historical narratives and folk tales, thereby offering visitors a comprehensive experience of "Taoyuan DA LUNG MEN Tourism Corridor".

Whether engaging with the primary visual branding and promotional videos or participating in events such as the “DA LUNG MEN Deity Mascot Stamp Collection Treasure Hunt” and the “FEI LAI BOOK” (a Mandarin homophonic pun meaning "a must-visit") pop-up brochure tour, individuals are encouraged to fully appreciate the diverse offerings of this vibrant area.

The “Taoyuan DA LUNG MEN Tourism Corridor” is a strategic initiative launched by the Taoyuan City Government, designed to stimulate the regional tourism industry and promote local folk culture. This corridor effectively connects the Daxi, Longtan, and Shimen Reservoirs and encompasses five essential concepts: mountain hiking, scenic reservoir views, the allure of historic towns, sports tourism, and family-oriented travel. The overarching intention is to foster diverse, low-carbon tourism experiences.

The project draws inspiration from the Year of the Snake (often referred to as the Year of the Little Dragon), utilising the slogan "Visit Taoyuan DA LUNG MEN in the Year of the Little Dragon" as its central theme for promotional materials and marketing campaigns. The objective of sharing this initiative with a broader audience is to demonstrate how innovative methodologies can be employed to promote traditional culture while providing a renewed perspective on existing attractions.

The marketing promotions for the "Taoyuan DA LUNG MEN Tourism Corridor" brand revolve around the central theme of "Visit Taoyuan DA LUNG MEN in the Year of the Little Dragon," which is inspired by Chinese zodiac culture. This culture features a cycle of 12 animals, each representing a year and repeating every 12 years. For 2025, the zodiac animal is the snake, and the Year of the Snake is often referred to as the "Year of the Little Dragon."

To help the term "DA LUNG (which means 'Big Dragon' in Mandarin) MEN" resonate with the public, the city government team cleverly utilised the contrast between "small" and "big" in their branding. This led to the creation of a catchy and memorable slogan: "Visit Taoyuan DA LUNG MEN in the Year of the Little Dragon", which aims to strengthen the communication of the tourism brand.

Taiwan is characterised by its rich and diverse ethnic culture. In the realms of tourism and cultural engagement, there is significant emphasis on the preservation and integration of cultural elements, the promotion of sustainable tourism, innovative development, and digital transformation. The Taoyuan City Government actively champions the initiative of "Responsible Travel" with the objective of establishing a tourism brand that reflects both cultural richness and sustainable value.

One notable initiative is the “DA LUNG MEN Deity Mascot Stamp Collection Treasure Hunt”, which enhances awareness of traditional culture through innovative digital interactions, thereby fostering long-term development opportunities for the region. Furthermore, the “FEI LAI BOOK” pop-up brochure project collaborates with manufacturers that are certified by the Forest Stewardship Council (FSC) and Chain of Custody (CoC) to ensure that production processes align with sustainability objectives.

The marketing promotions for the “Taoyuan DA LUNG MEN Tourism Corridor” brand result from collaborative efforts across various public departments and partnerships between the public and private sectors. This initiative necessitates ongoing communication and brainstorming among diverse teams. The participating partners, who contribute to the design and execution of marketing strategies, also fulfil their routine professional responsibilities.

Consequently, this structure facilitates effective meetings and consensus-building, which can be attributed to the dedication of all team members. While overcoming the challenges of inter-unit collaboration proved difficult, we gradually achieved success by adhering to a shared vision. This effort exemplifies a model of cooperation aimed at promoting Taoyuan's local culture and enhancing tourism.

The Taoyuan City Government team conceptualises "design" as a multifaceted discipline that encompasses the planning of policies and public services, the development of city landmarks and urban landscapes, the preservation of local culture, and the ongoing pursuit of sustainable development.

Through innovative design, the efficiency of public service processes can be enhanced, thereby improving the quality of life for citizens and facilitating the preservation of the region's unique human history. Taoyuan is distinguished as the sole city in Taiwan that consistently organises the “Future Urban Space Development Council” and “Aesthetics Council.”

Additionally, it is scheduled to host the “Taiwan Design EXPO” in 2026. The role of design is pivotal in advancing innovative urban development, bolstering the citizens' sense of identity, enhancing civic engagement, and promoting social cohesion.

In addition to being aesthetically pleasing and innovative, effective design must also address civic challenges, promote civic engagement, enhance the understanding of municipal issues, and reflect the local culture and landscape. Furthermore, it should contribute to urban progress and pursue sustainability goals.

The promotion of "Responsible Travel" within the realms of brand design and marketing campaign planning constitutes a fundamental obligation for government departments. This initiative aims to preserve and promote the natural and cultural attributes of various destinations, enabling travellers to engage with these locations while minimising adverse impacts on local communities and fostering positive contributions to local development.

The “DA LUNG MEN Deity Mascot Stamp Collection Treasure Hunt” event exemplifies the use of digital technology to advance traditional culture and generate opportunities for sustainable, long-term local development. In producing the “FEI LAI BOOK” pop-up brochure, we have engaged a manufacturer that possesses environmental certification, thereby ensuring that the product supply adheres to established sustainability objectives. This commitment underscores our dedication to the respect and protection of both local culture and the environment.

What sets your design apart from others in the same category?

The promotion of the "Taoyuan DA LUNG MEN Tourism Corridor" relies on innovative strategies designed to highlight the unique attributes of the region. The “FEI LAI BOOK” pop-up brochure represents a departure from conventional tourism marketing methods, utilising illustrations, origami art, local handicrafts, and interactive guided tours. This innovative approach aims to provide a new perspective on local attractions and cultural customs, thereby allowing local narratives to resonate more profoundly.

Furthermore, the “DA LUNG MEN Deity Mascot Stamp Collection Treasure Hunt” draws inspiration from the Chinese tradition of temple visits during the Lunar New Year. This initiative features designs of six deity figurines from various temples along the route and integrates these elements with the "Taoyuan Citizen Card APP." The result is a technologically engaging digital stamp collection and redemption mechanism, which enhances the tourism experience during established annual events.