London Design Gold

2025

Elf Hunt in Hsinchu City

Entrant Company

Cultural Affairs Bureau of Hsinchu City

Category

Communication Design - Campaigns / Advertising

Client's Name

Country / Region

Taiwan

In the alleys of Hsinchu’s old town, groups of players carrying small game boxes, phones, and puzzle-solving tools weave their way between historic sites in search of elves. Students rack their brains together—one moment looking up to closely observe the architecture, the next crouching down on the ground, fully immersed in thought.



The Hsinchu City Cultural Affairs Bureau, in collaboration with local artists, has launched an exclusive live-action role-playing game (LARP) titled "Elf Hunt in Hsinchu City." Co-created with several local creative teams—including comic artist Cian, who designed the game’s five elf characters—the game blends historical context with interactive puzzle-solving.



In partnership with shops at East Gate Market, the project also features co-branded, limited-edition products. Set during the 2025 Hsinchu Animation & Comics Festival, the game leads players on a thrilling and immersive adventure. The whimsical and historically inspired elves are brought to life through Cian’s vibrant illustrations.



The LARP is designed to help participants discover and engage with the city through hands-on experience. Hsinchu’s old town, the cradle of the city’s development, is rich with historic landmarks and cultural heritage. Starting at Hsinchu Train Station, players use smartphones to navigate through key cultural sites such as East Gate, the Art Museum, Hsinchu Prefectural Hall, East Gate Market, and the City God Temple.



Inspired by the spirit of the Animation & Comics Festival, the game transforms its characters into magical elves, while players take on the roles of investigators. Through observation, logic, and teamwork, they unravel layered puzzles and gradually piece together the full narrative. The result is an adventure that artfully weaves together anime, folklore, and cultural exploration.

Credits

Designer
Cian
Section Chief of Cultural Affairs Bureau of Hsinchu City
Shu-Fei Chen
Director of Cultural Bureau of Hsinchu City
Shyang-Yuh Wang
Clubon, Co-Founder
Ya-Hsun Wu
Goldenbloomsh
Yu-Den Wang
Specialist, Cultural Affairs Bureau of Hsinchu City
Queenie Chia-Yu Ting
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