Theming
2010 is the Year of Tiger. This year, the city invited world famous Disney character, Tigger to join the party and take the crowd on a journey into Disney's world of fantasy. The classic character was a true star of the festival with its enormous 15 meter Tigger lantern that is visible from far away.
Taichung city's Mayor, Hu, knows that 'cultural activities are the best marketing tools for any city'. Therefore, year after years of surprises were created during the annual Central Taiwan Lantern Festival. Each year, the city government put in efforts to feature well-known characters as mascot for festival themes, including Snoopy in 2006, Piglet in 2007, Mickey and Minnie Mouse is 2008.
From the huge Tigger lantern, to the smaller Winnie the Pooh and Friends displays all throughout Wenxin Forest Park, it was heaven for a Disney lover. The various themed lantern areas drew many visitors as people crowded in to get their photos with each of the characters.
Hybrid consumption
During the festival, innumerable food and shopping booths were set up. Endless rows of food stalls can be found selling dumplings, dim sum, Peking duck rolls, scallion pancakes and fresh sugar cane drink. Visitors can enjoy local delicacies while watching live entertainments and immerse in the atmosphere of celebration.
Merchandise
Tigger related items were sold during the festivals to suit the theme. Items like lanterns, glowing stick and accessories with Tigger & friends imprints can be found selling at booths. Hats with Tigger's ear are highly popular among visitors.
Performative labour
The 15 day Lantern Festival shows a different Tigger related film each day. Performance, light shows and theme music are staged as well to complement the festival.
Yet another "Disney"..
The phenomenon of themed ideas did not just limit to restaurants or events. In this case, it has even spread to the medical industry.
Introducing the Taiwan's Hello Kitty Maternity Hospital.
The idea of opening a Hello Kitty themed hospital was in hoped that this Japanese cartoon icon will ease the stress of childbirth for mothers. It at the same time boost the hospital's business as the whole idea of being surrounded by their favourite character while giving birth was very appealing to females.
The 30-bed hospital is officially authorized by Sanrio Co Ltd. From nursing staff uniform to even birth certificates, Hello Kitty can be found in every aspect of the hospital.
This hospital has gained curiosity from the world and even attracted many media from all over the world to interview.
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