Wanjin Azalea
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Fairs & Exhibitions
Credits
Company / Customer
Designer
Details
In Northern Taiwan, 80 % of flower seedling demand is met by a region known for rhododendron production. The New Taipei City Government collaborated with creative teams in 2021, launching 'Wanjin Azalea' brand in Wanli and Jinshan. Initiatives include an annual flower show, cross-industry collaborations, and a rhododendron-themed diary. Farmers, artists, and designers actively participate, attracting KOLs and media. In 2023, the exhibition expanded to Taipei's Daan Forest Park, gaining attention.
The Jury‘s Statement
In the thriving region of northern Taiwan, "Wanjin Azalea" builds an impressive bridge between traditional agriculture and modern brand communication. With an annual flower exhibition that brings together farmers, artists and designers, complemented by collaborations and a rhododendron diary, this initiative has created a unique experience that attracts key opinion leaders and media alike. The extension of the exhibition to Daan Forest Park 2023 shows the lasting success and the broad resonance of this commitment. A prime example of how brand communication in the context of trade fairs and exhibitions can both promote the local community and generate far-reaching attention.
