2023 World Hakka Expo
Shaped the gateway image of a world-class exposition
Over 11 million visits
Showcased Hakka cultures from 20+ countries
Challenge
In 2023, Taoyuan, known as the “first homeland of Hakka,” successfully secured the right to host the inaugural World Hakka Expo.
As the first global statement of Hakka identity from Taiwan, the key challenge was: how do we foster a sense of belonging and cultural recognition across diverse communities?
Strategy
We crafted the campaign around four cinematic promotional films — one symbolic invitation and three thematic cultural maps.
The journey began with a question sent to the world: “Who am I?”
This first “invitation” challenged traditional notions of bloodline and ethnicity, and gradually expanded into a reconstruction of modern Hakka identity — exploring its relationship with culture, technology, and land.
Through this narrative arc, we invited the public to participate in the landmark launch of the World Hakka Expo.
Results
The campaign inspired public reflection on the meaning of “Hakka” in the contemporary world, fostering a renewed sense of identity and inclusion.
As a result, Taoyuan was successfully repositioned as the cultural cradle for the global revitalization of Hakka heritage.
