2024 Yunlin Straw Sauerkraut Festival

The 2024 Dapi Straw and Pickled Mustard Festival, themed “Fields of Happiness,” reimagined rural branding through integrated marketing and experience design. Rooted in local agriculture, the event combined straw art, pickling workshops, interactive markets, and social media campaigns to transform Dapi’s agricultural identity into a tangible, emotional cultural experience.
We believe rural places are more than sites of production—they are spaces of memory, connection, and shared meaning. That’s why the festival emphasized five-sense experiences and hands-on participation, inviting visitors not just to observe, but to truly engage with Dapi’s land and stories.
Built on a bridge of creativity and grounded in cultural authenticity, the event attracted over 20,000 participants—a sixfold increase from previous years—greatly enhancing Dapi Township’s public visibility and brand image.
More than a festival, this was a living act of place-making: a local regeneration effort, and a beautiful experiment in what the future of rural Taiwan might look like when design, tradition, and sustainability come together.