Hungry Ghost Festival, Asia’s biggest spirit festival, originates from the feelings of reverence and fear in Taiwanese culture.

Every summer, Taiwanese people prepare sumptuous food offerings for the wandering spirits who return to the mortal world. Every town and village holds its own traditional rituals too. It’s a unique, compassionate folk tradition, also an important sales opportunity.

But with the passing of time, the younger generation no longer understands the customs and symbolism of Hungry Ghost Festival or what these rituals mean for ghosts. Now fewer and fewer people take part in the festival.

We are giving a comprehensive introduction to the "beauty of Ghost Festival culture”, allowed people to recognize the true meaning and the good values of Ghost Festival, encouraging them to identify with it and actively take part, lifting sales results during the festival period.

Hungry Ghost Festival, Asia’s biggest spirit festival, originates from the feelings of reverence and fear in Taiwanese culture.

But with the passing of time, the younger generation no longer understands the customs and symbolism of it .Now fewer and fewer people take part in the festival.

We giving a comprehensive introduction to the "beauty of Ghost Festival culture," from the celebrations, offerings and ceremonies to different local customs, allowed people to recognize the true meaning and good values of Ghost Festival.

We broke new ground, by inviting the most iconic ghosts in Taiwanese culture – the Lady in Red, the Water Spirit, and the Goblin – to participate in an “interdisciplinary dialogue,” along with six people involved in Hungry Ghost ceremonies.

Through a series of meaningful and touching video, helped more people gain a new understanding of the true meaning and value of Hungry Ghost Festival.

With the passing of time, the younger generation no longer understands the customs and symbolism of Hungry Ghost Festival. Now fewer and fewer people take part in it.

We broke new ground, by inviting the most iconic ghosts in Taiwanese culture – the Lady in Red, the Water Spirit, and the Goblin – to participate in an “interdisciplinary dialogue,” along with six people involved in Hungry Ghost ceremonies.

Through a series of meaningful and touching video, #ThanksForAlwaysBeingThere”campaign successfully helped more people gain a new understanding of the true meaning and value of Hungry Ghost Festival, and made them willing to join the ranks of celebrants. It also changed people's impressions of ghosts, from frightening to kind of loveable.

Over 10 billion in sales, 10% increase

18 unsolicited news reports, for a PR value of over 3 million Taiwan dollars.

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