On the 25th, the Chiayi County Government led a delegation to participate in Tourism EXPO Japan, the largest travel exhibition in Japan, actively promoting the Taiwan Lantern Festival to be held in 2026 as well as Chiayi’s rich tourism resources. The creatively designed booth attracted large numbers of Japanese visitors. Among the highlights, the 2026 Taiwan Lantern Festival’s theme character, “Chiayi-kun,” drew the most attention. With its cute appearance and light-up feature, Chiayi-kun generated enthusiastic responses on site, with many visitors exclaiming, “Kawaii!” (So cute!)

The Culture and Tourism Bureau stated that Chiayi is home to magnificent natural landscapes, diverse cultural history, and Indigenous tribal cultures. Through participation in international travel expos, the county hopes to expand its presence in the global tourism market while also building momentum in advance of the 2026 Taiwan Lantern Festival.

The Bureau further noted that Japan has long been one of Taiwan’s most important inbound tourism markets. Chiayi County will continue to deepen cooperation with Japan’s tourism industry, develop more travel itineraries tailored to Japanese visitors, and in turn stimulate local industry development.

During the expo, the Chiayi County Government also partnered with the well-known Japanese travel publishing brand RURUBU to launch a dedicated Japanese-language Chiayi travel publication. The content features iconic attractions such as the Alishan Forest Railway, Tsou tribal cultural experiences, Taiping Suspension Bridge, and Eryanping Trail, along with introductions to local specialty teas, coffee, and authentic cuisine. The publication attracted significant interest, with many Japanese visitors requesting and reading copies.

Hiroyuki Sakizaki, President of JTB Publishing Co., Ltd., personally led his team to visit the Chiayi County booth to exchange ideas and promote the collaboration, expressing great satisfaction with the partnership. Many visitors also shared their strong interest in Chiayi’s unique “slow travel” style and expressed hope to visit in person in the future.

Wang Yue-tsung, General Manager of Lion Travel, also visited the Chiayi County exhibition area and announced plans to collaborate with the county government to launch exclusive travel packages for the 2026 Taiwan Lantern Festival. These packages will combine railway experiences aboard the Fusen Train and Shuyue Train, linking the lantern festival exhibition areas with surrounding attractions to create a new model of in-depth travel.

In line with the theme of the 2026 Taiwan Lantern Festival, Chiayi County’s exhibition at the expo centered on lantern festival visuals and featured “Chiayi-kun,” the Chiayi mascot designed by the Tourism Administration of the Ministry of Transportation and Communications. The character successfully captured attention at the venue, with its chibi-style design showcasing Chiayi’s charm, warmth, and creativity. It became a popular photo spot, and several Japanese media outlets proactively conducted interviews, securing valuable exposure for the Taiwan Lantern Festival and Chiayi tourism in the Japanese market.