The Return of the ‘Beep Beep Taiwan’ Tourism Train
Taiwan’s tourism sector has launched a creative campaign to attract both domestic and international travelers by reviving the award-winning ‘Beep Beep Taiwan’ train. This special train, featuring a vibrant livery that first turned heads in Japan, is now running on the Taiwan Railway Corp’s EMU700 commuter line for a six-month period. The initiative aims to spotlight the scenic and cultural riches of Northeast Taiwan, including the Yilan Coast and the historic mining town of Jiufen.
The train’s inauguration at Shulin Station in New Taipei City marks a significant moment in Taiwan’s ongoing efforts to promote regional tourism and strengthen cultural ties with Japan. The campaign is not only a celebration of design and international friendship but also a strategic move to boost visitor numbers in key destinations along the northeast corridor.
What Makes the ‘Beep Beep Taiwan’ Train Special?
The ‘Beep Beep Taiwan’ train is more than just a mode of transportation—it’s a moving showcase of Taiwanese culture and creativity. The train’s exterior is painted in the classic red of Japan’s Keikyu 1000 series, a nod to the original campaign in Greater Tokyo. The livery features specially designed kanji (Chinese characters used in Japan) for “Taiwan,” artistically incorporating iconic Taiwanese products such as orchids, tea, and pineapples.
This unique design was first unveiled in Japan as part of a tourism promotion campaign from June to September 2024. The campaign targeted Japanese commuters on the Keikyu Electric Railway, which connects Haneda Airport to central Tokyo—a route with a daily passenger volume of around 1.9 million. The visual impact and cultural symbolism of the train’s design quickly garnered attention, culminating in the project winning the prestigious President’s Award from the Tokyo Outdoor Advertising Association and recognition from the New York Type Directors Club.
According to the design team, one of the main challenges was adhering to strict Japanese advertising regulations, which limit the amount of exterior space that can be covered and require doors and windows to remain unobstructed. Despite these constraints, the team succeeded in blending Taiwan’s natural beauty with Japanese artistic sensibilities, creating a floral typography that stands out even during the brief moments the train stops at each platform.
From Tokyo to Taiwan: A Symbol of Friendship and Promotion
The return of the ‘Beep Beep Taiwan’ livery to Taiwan is not just a marketing move—it also commemorates the 10th anniversary of the friendship between Taiwan Railway Corporation (TRA) and Japan’s Keikyu Railway. The collaboration between the two rail companies has been instrumental in promoting cross-cultural exchange and tourism between Taiwan and Japan.
Tourism Administration Director-General Chen Yu-hsiu, who recently assumed her post, was a driving force behind bringing the award-winning design back to Taiwan. She proposed the idea after the campaign’s success in Japan, hoping to replicate its impact on local tourism. Chen emphasized the importance of rail travel in Taiwan and the role of such creative initiatives in attracting more Japanese visitors to the island.
At the launch ceremony, Taiwan Railway Corp. Chairman James Jeng announced that the train’s run would be extended from the originally planned three months to six months, reflecting the strong interest and potential for tourism growth in the region. Jeng highlighted the goal of promoting tourism businesses in New Taipei’s Ruifang and Gongliao districts, as well as in Yilan County.
Exploring the Northeast: Destinations and Attractions Along the Route
The ‘Beep Beep Taiwan’ train operates along the TRA-Yilan Line, connecting travelers to a variety of destinations in the northeast, including:
- Ruifang: Known as the gateway to Jiufen, Ruifang is steeped in mining history and offers access to scenic mountain trails and old streets lined with traditional shops.
- Gongliao and Fulong: Fulong Beach is famous for its golden sands and the annual Fulong International Sand Sculpture Arts Festival, which runs until September 30. The area is also popular for cycling and water sports.
- Waiao and Yilan: These coastal towns are celebrated for their natural beauty, surfing spots, and local delicacies.
- Suao: A fishing port known for its cold springs and fresh seafood.
Passengers are encouraged to explore these destinations, participate in local events, and share their experiences on social media. The campaign includes opportunities for travelers to take photos at designated stations and win limited-edition souvenirs, further incentivizing engagement and exploration.
Celebrating Local Culture: Events and Experiences
The launch of the ‘Beep Beep Taiwan’ train coincides with a series of cultural and recreational events designed to showcase the region’s unique heritage. Highlights include:
- Jiufen Guided Tours: Visitors can join tours that delve into the area’s gold mining past, try their hand at gold panning, and enjoy traditional miners’ lunch boxes.
- Taro Ball Making and Tea Tasting: These hands-on experiences allow travelers to connect with local culinary traditions.
- Jiufen Red Lantern Festival: The festival transforms the old streets with vibrant lantern displays, creating a magical atmosphere reminiscent of classic Taiwanese cinema.
- Fulong International Sand Sculpture Arts Festival: This annual event attracts artists and visitors from around the world, turning the beach into an open-air gallery of intricate sand sculptures.
- Northeast Corner Bicycle Tour: Cycling enthusiasts can explore the scenic coastline and rural landscapes at their own pace.
These activities are part of a broader effort to encourage sustainable tourism and support local businesses. By highlighting the region’s natural and cultural assets, the campaign aims to create lasting memories for visitors and foster a deeper appreciation for Taiwan’s diverse heritage.
Design and Recognition: The Story Behind the Livery
The success of the ‘Beep Beep Taiwan’ train livery lies in its thoughtful design and cultural resonance. The project was a collaborative effort between Taiwanese and Japanese designers, who sought to create a visual identity that would appeal to both local and international audiences.
The use of the Keikyu 1000 series’ classic red color pays homage to Japanese railway tradition, while the incorporation of Taiwanese elements—orchids, tea leaves, and pineapples—celebrates the island’s agricultural and cultural richness. The kanji for “Taiwan” was reimagined with floral motifs, blending the artistic traditions of both countries.
This innovative approach not only met the strict advertising standards of Japanese railways but also captured the imagination of commuters and tourists alike. The campaign’s recognition by the Tokyo Outdoor Advertising Association and the New York Type Directors Club underscores its impact as a model of cross-cultural design and effective tourism promotion.
Broader Implications: Tourism, Diplomacy, and Regional Development
The ‘Beep Beep Taiwan’ train is a case study in how creative marketing and international collaboration can drive tourism and regional development. By leveraging the popularity of rail travel and the power of visual storytelling, Taiwan’s Tourism Administration has created a campaign that resonates with diverse audiences.
The initiative also reflects broader trends in tourism promotion, where experiential travel and cultural immersion are increasingly valued by travelers. By offering unique experiences—such as themed train rides, local festivals, and hands-on workshops—destinations can differentiate themselves in a competitive global market.
Moreover, the campaign strengthens diplomatic and economic ties between Taiwan and Japan, building on a decade of cooperation between their railway companies. Such partnerships not only boost tourism but also foster mutual understanding and goodwill.
In Summary
- The ‘Beep Beep Taiwan’ tourism train features an award-winning livery first used in Japan and now runs on Taiwan’s EMU700 line for six months.
- The campaign celebrates the 10th anniversary of friendship between Taiwan Railway Corp and Japan’s Keikyu Railway, promoting cultural exchange and tourism.
- The train’s design incorporates iconic Taiwanese products and has won major advertising and design awards.
- Key destinations along the route include Ruifang, Gongliao, Fulong, Waiao, Yilan, and Suao, with attractions such as the Fulong Sand Sculpture Festival and Jiufen’s historic sites.
- The initiative includes events, guided tours, and social media campaigns to engage travelers and support local businesses.
- The project exemplifies how creative marketing and international collaboration can boost regional tourism and strengthen diplomatic ties.
