
For the past three years, Kaohsiung has worked with popular IPs to draw interest to its Lantern Festival, in addition to hosting concerts by major global pop stars. This has translated into significant revenue, with the city earning NT$18.9 billion from concerts alone since 2023. The hospitality and restaurant sectors have also grown to push Kaohsiung into first place among Taiwan’s six special municipalities, instilling pride among the city’s residents.
The Kaohsiung Winter Wonderland earlier this year attracted New Year travelers to the event with an exciting Ultraman collaboration. On the closing day, thousands flocked to the Love River to bid farewell to the beloved Japanese character.
Member of public
It’s a major IP. It has a dedicated fanbase. That then triggers a ripple effect.
The Kaohsiung Lantern Festival has worked with different properties for the past three years, including Ultraman, Chiikawa, and the giant rubber duck that returned to the city after 10 years away.
Liu Yin-chun
FTV reporter
Supported by major international IPs, Kaohsiung’s visibility continues to climb. The concert industry in particular has been lucrative, earning the city NT$18.9 billion since 2023.
When South Korean mega group BTS announced Kaohsiung as a stop on their world tour, tickets for the November concerts sold out immediately, demonstrating the immense potential of the market.
The American rock band Maroon 5 will also hit the Kaohsiung National Stadium stage for the third time next January. It used to be unimaginable that such huge international stars would perform in Kaohsiung. But according to the city’s Tourism Bureau, concerts alone have attracted 5.77 million tourists since 2023.
Member of public
It makes it so much easier to see our idols in person! I hope Mayor Chen Chi-mai never steps down.
Kao Min-lin
Kaohsiung Tourism Bureau director-general
Kaohsiung has ranked first in tourism satisfaction for the past three years running. Between our major events, significant international media coverage, and online travel agencies, Kaohsiung has become widely regarded as one of Asia’s premier travel destinations.
Popular characters and back-to-back concerts by global stars are allowing Kaohsiung to showcase its charms. Its track record proves that city marketing can be engaging as well as extremely lucrative.
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高雄燈會連續三年引進國際IP,加上韓團、西洋天團,接連登上世運主場館開唱,人潮帶動錢潮,根據統計,從2023年至今,光是演唱會,就創造高達189億元的觀光產值,旅宿跟餐飲,成長幅度更躍居六度第一,這份觀光成績單,也讓不少民眾大讚很有感。
今年過年期間,高雄冬日遊樂園,找來日本知名IP”超人力霸王",閉幕當天,愛河灣湧入上千人歡送,成就了完美的閉幕式。
[[民眾]]
“它是大型IP嘛,它一定會有一定的粉絲,然後就會引起另類的效應。”
高雄燈會連續3年引進不同IP,包括超人力霸王、吉伊卡哇,以及睽違10年游回高雄的黃色小鴨,“把IP丟進水裡",人潮變錢潮,也成功帶動高雄的旅宿跟餐飲業,五年前後相比,成長幅度位居六都第一。
[[民視記者 劉尹淳]]
“國際IP加持讓高雄能見度越來越高,尤其是演唱會經濟,從2023年至今,已經創造了189億元的觀光產值。”
南韓天團”BTS防彈少年團"世界巡演,其中一站就是高雄,11月唱進世運主場館,門票開賣就秒殺,可見演唱會經濟效應有多大。
還有美國搖滾天團魔力紅,明年1月,將第三度攻佔高雄世運主場館,以往想像不到的國際巨星,輪番到高雄開唱,觀光局統計,光是2023年至今,演唱會就為高雄帶來超過577萬觀光人次。
[[民眾]]
“就是可以更容易看到自己愛的偶像,希望陳其邁不要卸任。”
[[高市觀光局長 高閔琳]]
“(高雄)包括連續三年觀光滿意度全國第一,以及大型活動觀光產值,還有非常多的國際的媒體雜誌,以及OTA的平台,都將高雄視為亞洲最重要旅遊目的地。”
從巨型IP,再到國際巨星接力開唱,高雄發揮城市品牌魅力,用實際成績單證明,城市行銷不只好玩吸睛,更帶來無限商機。
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