The 20th Anniversary of Tamsui Historical Museum, New Taipei

The Tamsui Historical Museum celebrated 20th anniversary with the theme "A Theatrical Walk through History," focusing on historic relics. Designed as a multicultural marketing event, utilizing a cross-cultural narrative and spatial transformation, the event connected notable historic sites, including Fort San Domingo and Hobe Fort. Elements of light and shadow, sound, and an immersive walking experience evoked memory of the Qing , the Japanese colonial period, and the post-war era. This experience allowed citizens to engage with and appreciate the cultural heritage of Tamsui, a harbor where diverse cultures have met and converged throughout history.
The marketing strategy for the anniversary focused on "cultures as a common language," and incorporated a variety of elements, including a light-shadow exhibition at night, cross-ethnic interactions, market fairs, and guided tours. This approach sought to help people of different backgrounds and ages, as well as visitors and new immigrants, discover pathways to understand various cultures. As a result, relics are no longer seen as stationary structures. They have transformed into platforms where locals, students, families, and visitors from different cities and counties can come together to share cultural experiences, ultimately promoting genuine cross-cultural exchange.
The three-week-long event attracted over 15,000 visitors and collaborated with 60 local brands. With themes of "Wandering in Exotic Nations x Local Confluence x New Wave for Cultural and Creative Industries," the event showcased Tamsui's multicultural characteristics, blending the cultures of the East and West, Minnan, Japanese, and contemporary creativity. Through integrated marketing strategies that utilized multimedia, spatial experiences, and social media engagement, the story of Tamsui reached a wider audience. The 20th anniversary not only reflected on the city's history, but also served as an example of effective cross-cultural marketing, successfully promoting Tamsui's culture to be "seen, understood, and shared." This approach allowed the city's history to be appreciated in a more inclusive, language-barrier-free, and modern way.