Taiwan Tourism's Year-Long Campaign in Southern California

Taiwan Tourism Administration’s Los Angeles office unveiled its new global brand identity in Southern California through our year-long “Waves of Wonder” campaign. This integrated program blended cultural immersion, digital virality, and high-visibility events to inspire travel to Taiwan.
Our campaign began with the creation of more than a dozen merchandise items from enamel pins and colorful t-shirts to a custom Taiwan Map Board Game. Together, these ensured the new brand was seen and felt. A dedicated landing page teased collectible pins available only at certain events, encouraging repeat attendance, while reusable branded assets such as flags, tablecloths, and a rainbow arch ensured consistent brand visibility across events.
The year opened with a Best in Show win at the LA Travel & Adventure Show, where Taiwan’s most striking pavilion to date hosted DIY workshops, and live dance performances, while the team engaged 100+ trade at a "Lunch & learn" session.
Next, three top U.S. dance influencers toured Taiwan, creating Reels and Stories at iconic landmarks that generated 100M+ impressions and launched the viral #DanceToTaiwan challenge, drawing 100+ user-generated entries and offering three flights to Taiwan.
Our flagship Waves of Wonderland event transformed LA’s busiest mall, Westfield Century City, into a Taiwanese cultural fair, which was amplified by NBC’s California Live TV coverage (220K+ views). Social buzz was sustained through monthly #TagMeToTaiwan giveaways, driving 8× Taiwan Tourism’s usual Instagram engagement.
In June, Taiwan made history as the first international tourism board to join the LA Pride Parade, showcasing LGBTQ+ inclusivity with a rainbow float, and the beloved OhBear mascot. A Pride Village booth, dance performances, and a follow-up trip by LGBTQ+ actor Garrett Clayton and husband Blake Knight (earning 250K+ impressions) extended the message of welcome.
By year’s end, the digital campaign achieved 200M+ impressions, 5M+ engagements, in-person reach of 250K+, and 26K+ direct participants, unprecedented in Taiwan Tourism’s history. Most notably, U.S. inbound tourism to Taiwan grew 14.8% during the campaign.
Blending creativity, culture, and cause, Waves of Wonder turned Southern California into a stage for Taiwan’s vibrant story, building emotional connections and inspiring millions to experience the beauty of Taiwan.