2024 Smile Southbay Railway Tourism
Directed by Yi-Hui Lee, produced by Ching-Song Liao
Starred iconic actress Wang Man-Chiao
Merged time-travel storytelling with nostalgic railways
Challenge
Located along the Pacific Ring of Fire, Taiwan is no stranger to powerful earthquakes.
In the aftermath of natural disasters, the question emerged:
How can we breathe new life into railway tourism and offer travelers a renewed sense of connection?
Strategy
In this project, we wove together the elements of space, time, and memory through the act of “movement.”
As trains shuttled across different regions of Taiwan, they collectively traced a symbolic arc of smiles—forming the image of a circular, heartwarming journey.
We designed a unique and meaningful experience: the “Smiling South Bay Railway Loop Tour” — a one-of-a-kind route unlike any other.
Targeting the aging travel market, particularly Baby Boomers and Generation X, we invited audiences to rediscover themselves through rail travel:
To trace memories, revisit the past, and embark on a journey not just across Taiwan, but into the soul.
Results
We deepened the emotional legacy of Taiwan’s railways, while envisioning a new future.
This project served as a bridge between generations, reawakening the meaning and anticipation of railway journeys in Taiwan.
