Project Overview

The Wanjin Azalea brand promotion plan has been a key initiative of the New Taipei City Government's Agriculture Bureau since 2021. With the vision of "Promoting health, creating public well-being," the project aims to establish the brand of Wanjin Azalea, integrate local resources, and promote sustainable agricultural and ecological development.

The Wanli and Jinshan areas are the largest azalea seedling production regions in Taiwan, with an annual output of NT6 million seedlings, supplying over 80% of the greenery and landscaping projects across the island. The plan enhances product value through brand creation and cross-disciplinary collaborations in the arts to shift the perception of azaleas as merely engineering plants.


Specific actions included planting over 100,000 azaleas locally and creating a flower sea of 20,000 plants. The project also combined flower exhibitions, tours, and mural art activities to promote the brand. The Wanjin Azalea has evolved from a roadside tree seedling into a carrier of art and culture through flower shows, murals, and photography exhibitions. The project successfully transformed the public's perception of azaleas, boosted the local economy, and encouraged young farmers to return to their hometowns to develop their businesses. In 2023, it earned recognition with five international awards.

Organisation

New Taipei City Government, CN FLOWER INTERNATIONAL CO., LTD.

Team

New Taipei City Government, CN FLOWER INTERNATIONAL CO., LTD.

Project Brief

The project showcased diverse innovations in aesthetic creation. Starting with brand visual design and extending to peripheral products such as notebooks, tote bags, and calendars, all were infused with aesthetic elements, significantly transforming the public's traditional perception of azaleas.

In terms of exhibition planning, the project collaborated with internationally renowned floral designers and local artists, using local elements such as farm vehicles, fishing boats, and greenhouses as creative themes to craft unique floral installation art, elevating floral artistry to new heights. The project also innovatively developed azalea moss balls, combining traditional craftsmanship with modern design to create new commercial value.


In terms of space creation, the "Ying Shan Garden" was built in Wanli Tourism Park, incorporating various azalea species, such as Hirado azaleas and spherical Satsuki azaleas, alongside black pines and cherry blossoms to create a beautiful garden landscape. Through the cross-disciplinary collaboration between artists and flower farmers, the project successfully established multiple connections between industry, art, and local culture. This not only enhanced the cultural value of the azalea industry but also shaped a unique local aesthetic style.

Project Innovation/Need

-Cross-Industry Collaboration and Artistic Flower Exhibition:
Each year, the event presents the beauty of azaleas through a different curatorial theme. In 2024, the theme is "Blossom and Seed," featuring collaborative works between 20 artists and local flower farmers. Drawing inspiration from azalea cultivation greenhouses, the event showcases a variety of uniquely designed azalea flower houses. This initiative attracted large crowds, boosted brand visibility, and earned international recognition and awards.

-Industry Matching and Nursery Access: This year's event included the special opening of four nurseries, allowing the public to observe the production process of azaleas. This initiative promoted transparency within the flower industry and fostered the integration of industry and tourism. By increasing public appreciation for the industry, the event helped drive local economic growth throughout the year.

-Cross-City Collaboration: The New Taipei City Government partnered with the Taipei Azalea Festival, extending the exhibition to Daan Park. Due to differences in blooming seasons, the extended display featured Satsuki azaleas, in contrast to the Hirado azaleas exhibited in the Wanli area. This allowed visitors to appreciate the beauty of various azalea species. The cross-city collaboration not only boosted flower farmers' confidence in their cultivated azaleas but also facilitated technical exchanges, further enhancing the industry’s development.

Design Challenge

The initial phase of the project faced several challenges. First, there was low participation from flower farmers, with only three farmers initially responding to the initiative. Second, the industry’s resistance to transformation posed difficulties. Traditional flower farmers were accustomed to working independently, focusing heavily on production quality management, and were generally conservative about opening up to tourism and cross-industry collaborations.

Additionally, the project faced issues of an aging workforce and a talent gap, making it necessary to attract younger generations to the industry. Through ongoing efforts in brand marketing, building successful case studies, and providing appropriate support, the initial challenges have gradually been overcome. As of now, 13 flower farmers and 40 businesses have joined the project.

User Experience

-Significant Boost in Tourism: The event attracted a large number of visitors to view the azaleas, resulting in a noticeable boost in local tourism. Hotel occupancy rates increased by over 30%, and local food vendors saw a revenue increase of more than 40%. Residents reported that the flower season significantly contributed to overall economic growth and revitalized the community.

-Support for Sustainable Development: Many attendees gave positive feedback on the event’s focus on sustainability. By emphasizing the integration of flowers with local culture and promoting year-round tourism, the azalea industry is no longer limited to just the spring season. Moreover, the event used 100% recyclable exhibition materials, demonstrating a commitment to environmental responsibility and sustainable development. This approach resonated with the younger generation, encouraging them to return to their hometowns and continue the tradition.