2024 Keelung Mid-Summer Ghost Festival

The Mid-Summer Ghost Festival is a traditional cultural event held on the 15th day of the 7th lunar month. During this time, it is believed that the gates of the underworld open, allowing spirits to return to the world of the living. To show respect and appease these wandering souls, people offer food, burn incense and joss paper (also known as ghost money), and perform various ceremonies.



The Keelung Mid-Summer Ghost Festival is Taiwan’s oldest and largest celebration of this kind. Located in northern Taiwan, the port city of Keelung has hosted this important annual religious festival for over 170 years. Each year during the seventh lunar month, local family clan associations take turns organizing the event, and the entire city unites in a month-long collective effort.



On the 14th day of the seventh lunar month, a Water Lantern Parade is held. Clan associations, local groups, and performing arts teams from various schools form parade troupes that march through downtown Keelung. The beautifully decorated floats, often inspired by religion, folklore, or whimsical characters, add vibrant color and creativity to the festivities. In addition, international performing arts groups help transform the traditional event into a religious carnival rich in cultural significance.



The 2024 Keelung Mid-Summer Ghost Festival expanded its scope by collaborating with a variety of brands. The goal was to encourage younger generations to engage with, experience, and carry forward traditional culture through creative partnerships.



Along the parade route, which winds through several major public squares in Keelung City, well-known brands set up pop-up installations and interactive experiences. These blended brand creativity with the cultural essence of the Ghost Festival, reinforcing its core theme of peace and safety.



The event featured collaborations with local businesses, beverage companies, and popular intellectual properties, showcasing the power of combining culture with branding. The festival attracted over 800,000 participants.



Through social media engagement and influencer marketing, the festival generated a fresh, youthful buzz and unlocked new business opportunities—establishing a groundbreaking model for city marketing through a unique cultural celebration.