STARLUX × Baishatun Mazu Pilgrimage Campaign

The Baishatun Mazu Pilgrimage is one of Taiwan’s most iconic annual folk traditions. In 2024, it drew over 700,000 participants, including international travelers who flew in just to witness this journey of faith. For an emerging airline, it was both a rare moment of global visibility and a chance to connect local culture with the world.

STARLUX Airlines joined the pilgrimage in the spirit of public good—honoring tradition while maintaining religious neutrality and reinforcing its positioning as a “boutique airline.” The sharp contrast between folk culture and boutique branding created a design challenge like no other.

In the past, the pilgrimage was shown mainly through statues and documentary footage. We chose a different path. We drew inspiration from two powerful symbols: the character Yong (勇), which urges carriers to be brave, and the sacred imagery of Mazu with Qianliyan, Shunfenger, and the pink palanquin. Merging the spirit of Yong with STARLUX’s core symbol, the “STAR,” we created a distinctive emblem that bridges faith with contemporary design.

This design language extended into highly popular items: the pink charity bus, vests and crossbody bags for the long trek, and practical giveaways such as fans and bottled water. Each carried a cohesive visual identity, walking with pilgrims on every mile while presenting Taiwan’s religious culture in a fresh way.

The campaign generated remarkable results. Media coverage was extensive. The project gained 11,000 Facebook likes and hundreds of positive comments, and merchandise sold out quickly. Most importantly, this initiative accompanied 700,000 pilgrims on their spiritual journey—transforming belief into a shared cultural and brand experience.

Ultimately, it showed how thoughtful art direction and meticulous craft can turn faith into an unforgettable brand story, bridging tradition and modernity, local devotion and global vision.