2025

2024 Taipei Hakka Win

Entrant

WALLACEJ. Communication Corp.

Category

Innovation in Campaign - Event Campaign

Client's Name

Country / Region

Taiwan

The Taipei Hakka Yimin Festival, initiated by the community in 1988 and taken over by the Hakka Affairs Commission, Taipei City Government in 2002, has continuously integrated traditional ceremonies with modern carnivals. The Yimin Festival serves as a significant expression of faith and culture for Taiwan's Hakka community. The 2024 theme, "Taipei Hakka Win," was infused with sunshine and vibrant energy, symbolizing the Hakka's resilience and spirited nature. The event aimed to perpetuate the Hakka spirit while praying for the nation's peace and prosperity, allowing citizens to experience a celebration that merges faith, culture, and art.
The event combined traditional rituals with modern creativity, showcasing "conflict aesthetics." Participants could experience traditional ceremonies such as the welcoming of gods, seating ceremonies, and the three-offering ritual, while also enjoying added elements like Diabolo Dance Theatre performances and contemporary music, sparking a fusion of tradition and trend.
The event featured four highlights:
1. Youth Engagement: By appointing youth icons as event ambassadors, the event drew a younger demographic. The event also included family-friendly activities to root Hakka culture in younger generations. Coinciding with the Halloween weekend, a costume parade was organized in tourist-heavy areas to draw more attention to the event.
2. Localization: The event preserved the Yimin faith and ceremonial rites, inviting 23 revered Yimin figures to Taipei, showcasing Hakka settlements and their unique characteristics.
3. Internationalization: The venue was Chiang Kai-shek Memorial Hall, with connections made to Hakka communities abroad for their participation.
4. Industrialization: Nearly a hundred stalls displayed Hakka agricultural products, highlighting the vibrancy of the Hakka industry through a market setting.

Credits

Ha Hakka Affairs Commission, Taipei City Government Committee of Taipei City Government
Wallace J
 
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