Starting in October, the Taipei City Department of Information and Tourism launched "48-Hour Challenge" themed advertisements at major subway stations in Seoul and Busan. Timed with Korea's autumn and winter travel season, the campaign creatively highlights Taipei's year-round charm and promotes the 2025 Taipei-New Taipei World Masters Games set to take place in May.
Taipei offers a wide range of attractions, including a high-density transportation network, a blend of nature and culture, historical and urban modernity, and international brands. Visitors can explore Taipei like contestants in a Korean reality travel show, experiencing unique and exciting challenges.
The Department of Information and Tourism has displayed Taipei promotional advertisements at Busan's Seomyeon subway station. (Photo/Source: Taipei City Government Website)
The advertisements appear at high-traffic subway stations in Seoul, such as Hongik University, Jamsil, Yeoksam, Myeongdong, Guro Digital Complex, Konkuk University, Seoul Station, and Dongdaemun History and Culture Park, with a combined monthly footfall of over 23.7 million. In Busan, ads are displayed at Seomyeon Station, which sees over 3.3 million visitors monthly.
The "48-Hour Challenge" theme aligns with the popular "Challenge" hashtag trend among Korea's MZ generation, encouraging tourists to explore Taipei in a gamified way. The campaign also ties into the highlights of the 2025 World Masters Games.
Taipei has partnered with its sister city Daegu to screen World Masters Games promotional videos at Daegu International Airport and on large city billboards, inspiring Korean sports enthusiasts to participate and visit Taipei.
A video promoting the World University Games is being played at Gyesan Intersection in Daegu. (Photo/Source: Taipei City Government Website)
In recent years, Taipei has received numerous international accolades, including being named one of TripAdvisor's "Top 25 Trending Destinations" in 2024, a spot in Resonance Consultancy's "Top 100 Best Cities," and the title of "Asia's Friendliest City" by Preply, outranking Singapore, Seoul, and Tokyo. This advertising campaign aims to increase Korean travelers' awareness of Taipei and attract more visitors to the city.
