Taiwanese traditional opera, brimming with folk artistry, is increasingly overshadowed in the wave of popular entertainment. It has become a genre predominantly sustained by a few remaining master performers—the custodians of this cultural heritage. With TOYOTA's small trucks relaunch, our goal is not just to promote the product features but to do more to contribute to Taiwanese culture!

Combining the folk culture loved by small truck owners with contemporary entertainment, to create a “new local” pop style. Hope to bring the term 'Taiwanese Opera' into everyone's view.

Also, ensures the lasting vitality of the island's indigenous cultural heritage, resonating through the ages.

We found that small truck owners with rural backgrounds resonate with grassroots traditional operas. With TOYOTA's small trucks relaunch, our goal is to bring Taiwan's indigenous performing arts back to markets, ports, and temple squares through these owners.

We joined forces with creators of Nanguan music, Puppetry, and Taiwanese Opera—three major traditional opera forms.

By fusing contemporary entertainment with art collage, multimedia, and hip-hop, we created a “new local” pop style, reimagining familiar martial arts and historical operas.

The launch was a hit among truck owners, and extended from seasoned opera enthusiasts to young online audiences!

In partnership with small truck owners, we held grand opera performances at temple squares, touring traditional theaters across Taiwan.

3,800,000 reaches

over 4,000,000 views in total

Grand Prix YouTube Taiwan Annual Award

56% No.1 market share