Taiwan Tourism Soars in U.S. With Innovative Pop Culture Campaign and MUSE Gold Award Recognition
Published on September 27, 2025
This year, the Taiwan Tourism Administration (TTA) Los Angeles office launched a groundbreaking initiative to showcase Taiwan’s vibrant culture, stunning landscapes, and inclusive spirit to North American audiences. Anchored by the 2025 Solar Festival, the campaign highlighted Taiwan as the ultimate summer destination. The festival, held annually across the island, invites travelers to immerse themselves in music, art, traditional celebrations, and community experiences, offering a lively escape from the summer heat.
A Fresh Approach to Influencer Marketing
Breaking away from conventional influencer strategies focused on food and travel, TTA embraced a fresh approach in 2025. The organization collaborated with influencers from the dance and LGBTQ+ communities, leveraging their creative storytelling to present Taiwan through innovative, culturally engaging content. This strategy was part of a broader year-long marketing effort to promote Taiwan globally under its refreshed tourism brand, Taiwan – Waves of Wonder. By combining digital campaigns with live experiences, TTA successfully increased Taiwan’s visibility, generating over 200 million digital impressions, more than 5 million social interactions, 250,000 event attendees, and 26,000 participants at on-the-ground activities by August 2025.
High-Energy Dance Meets Iconic Taiwan
The campaign kicked off with three of the world’s top dance influencers—Fik-Shun, Vik White, and Lauren Gibson—who explored Taiwan’s most iconic landmarks. With a combined audience of more than 36.8 million followers, the trio filmed dynamic dance sequences at locations including Taipei 101, Rainbow Village, Gaomei Wetlands, and Kaohsiung’s Dragon and Tiger Pagodas. Their content blended contemporary dance with Taiwan’s natural and cultural scenery, creating visually stunning videos that resonated with audiences worldwide.
To further engage the public, TTA launched the #DanceToTaiwan challenge, encouraging fans to post their own dance videos for a chance to win roundtrip flights to Taiwan with China Airlines. Offline, TTA staged a major brand activation at Westfield Century City and became the first international tourism board to participate in LA Pride, further solidifying Taiwan’s inclusive image.
A Romantic Exploration of Taiwan
The campaign also featured actor Garrett Clayton and his husband, screenwriter Blake Knight, who traveled across Taiwan to showcase its welcoming environment for LGBTQ+ travelers. Their journey highlighted destinations such as Sun Moon Lake, Yehliu Geopark, Shifen Waterfall, and Jiu Fen Old Street, alongside immersive cultural experiences like bubble tea-making, cooking classes, temple visits, and exploring Ximen’s LGBTQ+-friendly district. A colorful photoshoot at Chiayi North Gate Station captured the vibrancy of Taiwan’s local life, bringing an authentic and emotional narrative to their story.
Award-Winning Strategy and Global Recognition
The Los Angeles office’s creative execution earned recognition at the prestigious MUSE Creative Awards, where the campaign won the Gold Award for Integrated Marketing. This accolade celebrated the campaign’s ability to seamlessly integrate influencer journeys, live activations, and digital storytelling, elevating Taiwan’s presence in North America and establishing the island as a must-visit destination.
Redefining Travel Marketing
By tapping into diverse communities and blending travel content with dance, romance, and social engagement, TTA Los Angeles redefined the narrative of Taiwan tourism. The Waves of Wonder brand came to life through these innovative campaigns, encouraging global audiences to experience the island’s culture, breathtaking landscapes, and inclusive spirit. The campaign not only increased awareness but also inspired a new generation of travelers to connect with Taiwan in meaningful ways.
The 2025 Taiwan Tourism campaign in Southern California successfully redefined how the island connects with global travelers. By combining dance, pop culture, and authentic storytelling with key destinations like Taipei, Sun Moon Lake, and Kaohsiung, Taiwan positioned itself as a vibrant, inclusive, and must-visit destination. The integration of digital and live experiences, along with influencer collaborations and LGBTQ+ travel narratives, not only amplified awareness but also inspired meaningful engagement. Winning the MUSE Creative Gold Award underscores the campaign’s creativity and impact, cementing Taiwan’s reputation as a forward-thinking leader in tourism marketing. With the Waves of Wonder brand now resonating worldwide, Taiwan continues to invite travelers to explore its culture, natural beauty, and inclusive spirit like never before.
Photo Credit: Taiwan Tourism
