The Taiwan Tourism Administration Kuala Lumpur Office has officially launched its new “WOW Taiwan” 2025 Taiwan Tourism Vehicle and Bus Advertising in Malaysia, in collaboration with Renowned Malaysian illustrator Jayee Lim.
For the first time, the campaign expands beyond Kuala Lumpur and Selangor to reach Kota Kinabalu, Sabah. A total of 200 e-hailing cars and 12 double-decker buses, wrapped in vibrant illustrations, will travel through high-traffic commercial areas, inviting Malaysians to discover the most exciting side of Taiwan.
"WOW Taiwan" Launches 2025 Taiwan Tourism Vehicle and Bus Advertising in Malaysia featuring exclusive illustrations by Jayee Lim. This creative cross-cultural collaboration introduces a fresh visual identity by bringing together Taiwan’s tourism mascot OhBear and Malaysia’s beloved Monkiddo character series for the very first time.
The campaign features three captivating themed designs that bring Taiwan’s diverse travel experiences to life:
Retreat2WOW: Highlights the romantic and healing atmosphere of the Alishan Forest Railway, set against the backdrop of cherry blossoms in full bloom.
Discover2WOW: Combines Taipei 101 and Northern Taiwan’s hot springs with hydrangea-filled landscapes, offering a glimpse into the island’s unique floral and wellness experiences.
Adventure2WOW: By blending Sanxiantai in the east and Vase Rock in the south with indigenous music, Taiwan's vibrant coastal tourism is brought to life.
These vibrant illustrations aim to capture the imagination of Malaysian audiences and inspire them to explore the diverse and captivating experiences Taiwan has to offer.
During the launch, Mr. James Buu, Deputy Representative of the Taipei Economic and Cultural Office in Malaysia (TECO Malaysia) remarked that Taiwan consistently embraces innovation and creativity in promoting its tourism. By collaborating with artists across different fields, Taiwan is able to present its diverse culture in new and engaging ways, strengthening its global cultural identity and tourism appeal.
Mr. Huang Yi-Cheng, International Affairs Division Chief of the Taiwan Tourism Administration, emphasized Taiwan’s dedication to promote international tourism under the core theme of “Embrace the Mountains, Embrace the Sea, and Enjoy the Island.” He noted that 2025 Taiwan Tourism Vehicle and Bus Advertising in Malaysia align with the “Taiwan Tourism 100 Spotlights,” and integrate elements that Malaysian travelers love most about Taiwan, from natural landscapes to cityscapes, encouraging visitors to explore Taiwan in depth.
A launch event for the 2025 Taiwan Tourism Vehicle and Bus Advertising in Malaysia was held at The Conservatory, aiming to further engage Malaysians. Illustrator Jayee Lim shared the creative vision and inspiration behind her artwork. Meanwhile, special guests’ Malaysian actor Safwan Nazri and famous travel content creator Jason Phang also expressed their passion for Taiwan’s cultural experiences, culinary delights, and scenic beauty, along with their excitement for the campaign’s creative illustrations.
Mr. Chou Shih-Pi, the Director of the Taiwan Tourism Administration Kuala Lumpur Office, added:
“We extend our heartfelt appreciation to Jayee Lim for her remarkable creativity in reimagining OhBear as a dynamic tour guide, accompanied by the charismatic Monkiddo characters in traditional Malay and Kadazan attire. Through her artwork, they vividly showcase Taiwan’s breathtaking landmarks, world-class cuisine, and rich cultural heritage in a fun and engaging way. Whether you are a traveler seeking picture-perfect landscapes, unforgettable flavors, or one-of-a-kind cultural encounters, this campaign promises to leave a lasting impression.”
For the next three months, a total of 200 WOW Taiwan–themed e-hailing cars and double-decker buses will brighten the streets of Kuala Lumpur, Selangor, and Kota Kinabalu. Malaysians who come across these vibrant, eye-catching vehicles are encouraged to snap a photo, share it on social media, and seize the opportunity to win exclusive and exciting prizes!
Discover more about the campaign and explore the wonders of Taiwan at the official Facebook page:
Taiwan Tourism MY
