Keikyu Electric Railway is a key train line connecting Haneda Airport to central Tokyo, Asakusa, and the Skytree. The one-hour journey, with a daily passenger volume of around 1.9 million, is one of the best routes for promote Taiwanese culture in Japan.

We selected the Keikyu 1000 series, known for its classic red carriages. Keikyu Electric Railway operates with 8-car trains, and the advertisement needs to cover both sides of the train. One of the biggest challenges we faced was the strict advertising regulations on Japanese trains: exterior designs cannot cover more than one-tenth of the car’s surface, and doors and windows must remain unobstructed.

Given the spatial limitations and time constraints (trains stop at each platform for only few seconds), passengers wouldn’t have time to read small text. Thus, the text on the exterior must be large and easily recognizable, allowing people to instantly identify the Taiwan Train as it arrives.

After conducting research, we incorporated Taiwan’s iconic elements—tea leaves, pineapples, and orchids into the Japanese word for “Taiwan” (台湾), meticulously creating unique floral typography by blending Taiwan’s natural beauty with the artistic style of Japanese craftsmanship.

For the interior hanging ads, the design team transformed the Keikyu Electric Railway into a garden-themed train, featuring Taiwan’s signature flowers and fruits. Additionally, laser-cut printing technology enhances the user experience, creating the illusion that the train is enveloped in greenery and nature. This design immerses passengers in a lush, natural environment, blending technology and creativity to elevate the overall experience.

BiBiBiBi! The Taiwan Tourist Train is promoting mutual tourism between Japan and Taiwan. This initiative showcases Taiwan’s unique attractions and encourages travel to Taiwan, utilizing Keikyu trains that provide convenient access to Haneda Airport, Japan’s main gateway.

The operation period of “BiBiBiBi! Taiwan” is from June 7, 2024 to September 28, 2024 at Tokyo, Japan.