Published on
September 26, 2025
In Seoul, South Korea, Taiwan’s Ministry of Transportation and Tourism (MTT) launched a new marketing campaign, launching their “2025 New TVC Premiere” campaign. The singer and former member of Super Junior, Kyuhyun, is the ambassador for the campaign, which aims to promote Taiwan’s thriving tourism industry. This year’s campaign theme, “See You Again Taiwan!” aims to strengthen ties with South Korean tourists and encourage them to discover the wealth of emotional, natural, and cultural experiences Taiwan has to offer.
By extending its collaboration with Kyuhyun, who has emerged as a prominent spokesperson for Taiwanese travel in Korea, the Ministry has effectively expanded on the campaign from the previous year. As ambassador, Kyuhyun introduces audiences to Taiwan’s wide variety of attractions in addition to sharing his own travel experiences there. This program is a reflection of Taiwan’s continuous attempts to highlight its allure through a range of experiences, from thrilling adventures to delectable culinary customs.
Kyuhyun’s Role as Tourism Ambassador
The campaign marks Kyuhyun’s second consecutive year as Taiwan’s tourism ambassador. His deep connection with Taiwan is evident as he recalls his memorable visits to the island, including a ride on the Arisan Forest Train and a particularly nostalgic meal of pot udon in Tainan, which he describes as a “life hangover food.” The ambassador’s fondness for Taiwan adds a personal touch to the promotional campaign, making it more relatable to potential visitors.
Kyuhyun’s involvement is part of a larger strategy by Taiwan’s Ministry of Transportation to appeal to the South Korean market by highlighting the emotional aspect of travel. His role aims to foster a deeper connection with tourists by showcasing Taiwan as not only a travel destination but also a place that offers memorable, life-enriching experiences. By creating a narrative where Kyuhyun, as a friend, is invited to Taiwan by a local, the campaign taps into the concept of local friendships and shared journeys.
Four New Promotional Videos Highlighting Taiwan’s Tourism
The Ministry of Transportation and Tourism has created four new promotional videos aimed at Korean tourists, each showcasing a distinct facet of Taiwan’s charm. These videos highlight various experiences across the island, reflecting the diversity of what Taiwan has to offer:
- Night Run in Taipei: The first video captures the excitement of a night run through Taipei, allowing viewers to see the city from a unique and energetic perspective. Taipei’s bustling night markets, vibrant streets, and stunning skyline provide the perfect backdrop for an evening jog.
- Surfing and Hot Springs in Northern Taiwan: The second video focuses on Taiwan’s northern coastline, famous for its surfing spots and natural hot springs. The blend of adventure and relaxation makes this area a popular destination for those seeking both thrills and serenity.
- Traditional Breakfast in Southern Taiwan: Southern Taiwan’s rich cultural heritage and culinary delights are showcased through a traditional Taiwanese breakfast. The video highlights the island’s gastronomy, showcasing local flavors and delicacies that have been passed down through generations.
- Forest Train and Tea Field in Mt. Ari: The fourth video takes viewers on a scenic journey through the mountainous region of Mt. Ari. The Forest Train ride offers a glimpse into Taiwan’s lush landscapes, while the tea fields showcase the island’s famous tea culture, one of its key exports.
These videos aim to emphasize the emotional travel aspect, with Taiwan portrayed not just as a destination but as a place for personal connections and unforgettable moments. The concept of a “friend’s invitation,” with a local Taiwanese resident showing Kyuhyun the hidden gems of the island, invites viewers to imagine themselves on a similar journey, creating a personal bond with the destination.
Exciting New Pop-Up Store in Seoul
As part of the campaign, a pop-up store will open in Seoul’s trendy Seongsu-dong district in late October. This store will combine Taiwan’s traditional tea culture with modern sensibilities, offering visitors a chance to experience the country’s rich cultural heritage in a contemporary setting. The pop-up store will feature a blend of interactive exhibits, tea-tasting sessions, and cultural demonstrations, providing a unique opportunity for Koreans to engage with Taiwan’s traditions.
The store’s launch is especially timely, as Taiwan’s tea culture is integral to the country’s identity, and the pop-up store aims to foster a deeper appreciation for this aspect of Taiwanese culture. In addition to tea, the store will also showcase other elements of Taiwan’s heritage, further enhancing its role as a cultural bridge between Taiwan and South Korea.
Continued Promotions and Events in South Korea
In addition to the pop-up store, the Ministry of Transportation and Tourism has planned various promotional activities to engage Korean audiences. These include Taiwan’s famous beef noodle cooking classes, whisky events, and marine tourism promotions, all aimed at showcasing Taiwan’s diverse tourism offerings. These activities provide immersive experiences for Korean tourists to explore Taiwanese cuisine, beverages, and coastal adventures, further solidifying the island’s place as a top destination for culinary tourism.
The campaign’s strategic focus on interactive events and cultural engagement is designed to leave a lasting impression on potential visitors, encouraging them to consider Taiwan not only as a vacation spot but as a place to experience authentic and meaningful connections.
Taiwan’s Tourism Appeal for 2025
With Kyuhyun serving as ambassador, Taiwan’s 2025 tourism campaign emphasises the emotional and cultural appeal of the nation to South Korean tourists. Taiwan wants to solidify its standing as a must-visit location for travellers looking for a blend of adventure, culture, and connection through a number of engaging films, interactive events, and the opening of a pop-up shop. Through the integration of regional narratives, cultural traditions, and the allure of Taiwan’s scenic landscapes, the campaign aims to enthral tourists and cultivate a more profound understanding of Taiwan’s abundant and varied offerings.
Initiatives like these demonstrate Taiwan’s dedication to sustainable tourism that is both emotionally and culturally satisfying as the island develops and promotes its tourism industry. Taiwan will continue to be a popular destination for Korean tourists in the years to come, whether it is because of its stunning scenery, friendly residents, or life-changing experiences.
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