Treasures Beneath the Balloons: A City Tour of Luye Highland's Local Goods
Howdy Creative planned "Luye Highland Charm Tour" for Xiang Xiang Taitung, showcasing local partners' products at a MUJI store in Taitung City, bringing Luye's specialties into city consumers' everyday view.
Challenge
Most people only think of Luye Highland's hot air balloon festival, overlooking the area's rich local products and culture. These local goods had few opportunities to be seen and personally experienced by city consumers outside of Luye itself.
Goal
Xiang Xiang Taitung wanted a city tour that would introduce products from local partners, including Ashan-ge Non-Toxic Farm, Community Farming Community Eating, and Chun-I-Chih popsicles, to more urban consumers, building recognition and laying groundwork for Luye's future tourism and consumer growth.
Approach
- Chose a MUJI store in Taitung City as the tour's first stop, bringing Luye's local products directly into city consumers' everyday paths.
- Brought together products from multiple local partners, including Ashan-ge Non-Toxic Farm's produce, Community Farming Community Eating's ingredients, and Chun-I-Chih's signature popsicles.
- Designed the display to surface the story behind each product, so consumers could discover Luye's appeal beyond the hot air balloons.
Outcome
"Luye Highland Charm Tour" completed its first stop at a MUJI store in Taitung City, bringing together products from multiple local partners and opening the first city-facing display window for Luye's local goods, building visibility and word of mouth for future promotion.
Questions people ask
about projects like this.
Where should you start when planning a local products event?
Howdy Creative starts by inventorying local products and cultural material, finding the strongest storyline for the place, then deciding whether a pop-up, a market, or a touring format best puts it in front of the target audience.
How do you draw in passersby at a pop-up event?
The key is communicating a place's character quickly within a limited space. Howdy Creative uses highly recognizable visual displays and interactive touches so people passing by are willing to stop and get to know the place.
Related links
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The next red thread