Experience Taiwanese culture without leaving Japan: “Mind Travel Taiwan.” SSU’s media capabilities showcase Taiwan’s appeal from multiple angles through online press conferences and more.

Hello. My name is Anna Yano, and I joined SUNNY SIDE UP in April 2021. I am a first-year new graduate in Division 1, Public Relations Business Headquarters.

This time, precisely because we cannot travel during the COVID-19 pandemic, we want to enjoy different cultures during our time at home…

In this article, we will introduce “Mind Travel Taiwan,” an event perfect for anyone looking to enjoy Taiwanese culture, as well as examples of SSU’s PR initiatives that communicate Taiwan’s appeal to the media from diverse angles through online press conferences and more.

■ What is “Mind Travel Taiwan”?

Suddenly, but what comes to mind when you hear “Taiwan”?

Many of you may picture historic buildings and lanterns in reddish-brown tones, bubble tea, dim sum, and other elements that feel close to Japanese culture.

The event we are introducing allows you to feel as if you have traveled around Taiwan and interacted with its people by reading books and exploring goods—even if you cannot actually depart for Taiwan. It is “Mind Travel Taiwan,” hosted by TAICCA!

Taiwan Creative Content Agency (TAICCA), the organizer of the event, is an independent administrative institution established in 2019 to promote the industrialization and internationalization of Taiwan’s cultural content. It supports a wide range of Taiwan-origin cultural content—not only film, music, and publishing, but also games, fashion, and more—working to expand its reach and invigorate business.

The PR event “Mind Travel Taiwan,” which began on Monday, August 16 and was held independently in Japan for the first time, was made possible by the long history of exchange between Taiwan and Japan and the strong affinity between their cultural content.

With the concept of “escaping everyday life constrained by the COVID-19 pandemic,” the event features special pop-up installations at three bookstores in the Tokyo metropolitan area (Eslite Spectrum Nihonbashi / Bookstore B / Da Vinci Store), as well as talk events with guests connected to Taiwan. A press conference was held on the first day.

As TAICCA’s PR office, our activities included outreach leveraging SUNNY SIDE UP’s strength in media relations, flexible media support from event preparation through the day of the event, and promotion from a wide variety of angles informed by a media perspective.

By communicating closely with the media, we worked to spread the event’s appeal from multiple angles—considering what content to highlight and how to present it to capture public attention.

■ Taiwan’s Digital Minister Audrey Tang, also a hot topic in Japan, appeared at the press conference!

On the first day of the event, a press conference was held at Eslite Spectrum Nihonbashi and online.

As a special guest, Audrey Tang responded to a reporter’s question—“What makes Taiwanese content unique?”—by saying, “Taiwan’s history and culture teach us the importance of not denying other cultures, but recognizing and embracing them. When diverse cultures and identities blend and harmonize within Taiwan, innovation and new content are born. That is what I believe characterizes Taiwanese culture.”

(Taiwan’s Digital Minister Audrey Tang and
TAICCA Chairperson Ting Hsiao-ching, who appeared at the press conference)

The book Tang recommended is the novel “Flowers Blooming in Formosa.”

It is said to be a story based on the “Rover Incident,” which occurred in 1867 between Taiwan’s Indigenous people and foreign forces, and one that conveys Taiwan’s distinctive diversity as well as its history and climate.

After the press conference, a public talk event was also held, with Tang as the first guest speaking about Taiwanese culture that has influenced them. On the day, approximately 350 people reportedly watched online. During the event period, talk events were also held at “Mind Travel Taiwan” venues with guests connected to Taiwan, including book coordinator Shintaro Uchinuma, Naoki Prize-winning author Asa Nonami, and voice actor Haruna Ikezawa.

(Tang speaking at the talk event about how Taiwanese culture has influenced them)

■ Highlights of the pop-up

At “Mind Travel Taiwan,” pop-ups were held at three bookstores in the Tokyo metropolitan area from Monday, August 16 to Wednesday, September 15. Many wonderful brands participated, and I would like to introduce a few items and cultural finds that caught my attention.

*This event has already ended.

[Eslite Spectrum Nihonbashi]

• OMOSHIROI BLOCK SCENERY

This item is a block memo pad where a landscape gradually appears as you use the notes. If you feel it would be a shame to use it up, you can also use it as a message card. It is delicate paper craft that draws you in to admire the details and evokes the charm of Taiwan.

[Bookstore BB]

• Taiwanese izakaya-style beer glass (CHOUYI × BIG ROMANTIC STORE)

This is a smaller glass that is perfect for when you want to enjoy a little Taiwanese beer or share with a group. The pattern on the glass is also summery and cute, isn’t it?

• “Vernalization” / Banyan gang (Tape)

At the label shop “Dairōman Shōten,” operated by BIG ROMANTIC RECORDS, you can purchase classic records and cassette tapes.

There are many works with unique jacket designs, and you can also enjoy music chosen purely by intuition.

The album we picked up this time featured wonderful music blending city pop with a nostalgic feel. It is available at Dairōman Shōten at Shimokitazawa BONUS TRACK.

[Da Vinci Store]

• “Akushu” Taiwanese shopping bag (also known as a fisherman’s net bag)

From “Akushu,” a general store with cute retro colors and designs, mesh bags perfect for this season are available. In Taiwan, they are a kind of eco-bag traditionally used at markets to carry lots of vegetables and daily necessities. Lightweight yet durable, and even washable—an all-purpose item.

■ “Mind Travel Taiwan,” where you can experience Taiwan’s deep culture

You can also watch archived footage of the talk events. We hope that everyone reading this article will take the opportunity to experience the unique culture of Taiwan through “Mind Travel Taiwan.”

▼ Talk event archive videos are available here

“Eslite Spectrum Nihonbashi”

Guest: Audrey Tang
Date/Time: Monday, August 16, 2021, 11:40–

Guest: Asa Nonami
Date/Time: Saturday, September 25, 2021, 15:00–

“Bookstore B” Guests: Shintaro Uchinuma × Yi-chiu Chen × Ji Liu × Yoshinobu Ayame (honorifics omitted)

Date/Time: Saturday, August 28, 2021, 19:00–

“Da Vinci Store”

Guest: Haruna Ikezawa
Date/Time: Sunday, September 12, 2021, 15:00–

Mind Travel official website: https://nounai-travel-taiwan.taicca.tw/