Treasures Beneath the Balloons: A City Tour of Luye Highland's Local Goods

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

1. Chose a MUJI store in Taitung City as the tour's first stop, bringing Luye's local products directly into city consumers' everyday paths.
2. 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.
3. 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.