華信航空 MANDARIN AIRLINES

Around 2007, the inauguration of the Taiwan High-Speed Rail (THSR) revolutionized travel, creating a "one-day living circle" across western Taiwan. This seismic shift led to a sharp decline in domestic flights, forcing the closure of major routes such as Taipei–Kaohsiung and Taipei–Taichung. Amid this industry exodus, we collaborated with Mandarin Airlines, a subsidiary of China Airlines, to pivot its focus toward the burgeoning tourism potential of eastern Taiwan.

At the time, the public perceived domestic aviation as secondary—often associating it with aging fleets and outdated turboprop aircraft. Through in-depth discussions with Mandarin Airlines' executives, we gained insights into their transition to an all-jet fleet, premium in-flight catering, and a visionary roadmap. This inspired a comprehensive rebranding strategy.

We integrated resources across the ecosystem—partnering with local governments, car rental agencies, luxury accommodations, and influential travel bloggers. Our goal was to transform the domestic travel experience from "overpriced" to "exceptional value." At a time when low-cost carriers made short-haul international trips (to places like Japan or Hong Kong) highly competitive, we championed the unique cultural and natural wealth of Hualien, Taitung, and Pingtung.

Having collaborated with Mandarin Airlines for over five years, I am deeply honored by the trust and recognition from Director Ding. To me, life is a journey; the people we meet and the growth we experience along the way are its truest rewards. I am proud to have helped more travelers rediscover the breathtaking landscapes and profound beauty of Taiwan through Mandarin Airlines.