Mayor Chang San-cheng
1. Congratulations on winning the London Design Awards! Can you introduce yourself and share about what inspired you to pursue design as a career?
Taoyuan City is recognised as one of Taiwan’s six special municipalities and is characterised by dynamic growth, cultural richness, and significant tourism potential. Under my leadership, leveraging my experience in the technology sector, the municipal team has prioritised the advancement of major infrastructure projects, the implementation of innovative services, and the exploration of cultural and tourism assets.
In the face of challenges such as a declining birthrate and population outflow, Taoyuan has managed to consistently attract young individuals and families, thereby becoming the only special municipality in Taiwan to experience sustained population growth.
2. What does being recognised in the London Design Awards mean to you?
The "Taoyuan DA LUNG MEN Tourism Corridor" branding campaign was developed through a collaborative effort among various departments of the Taoyuan City Government, paper sculptors, illustrators, and century-old local temples.
This interdisciplinary partnership, which integrates both the public and private sectors, successfully garnered the Gold Prize at the London Design Awards, signifying a notable recognition of our cooperative model.
Furthermore, this initiative establishes a new standard in cultural preservation and tourism marketing. In the future, we will continue to enhance interdepartmental collaboration by pooling our expertise and resources to foster a more livable Taoyuan through exemplary design practices.
3. How has this achievement impacted your career, team, or agency, and what opportunities has it brought so far?
Taoyuan is the sole city in Taiwan that regularly convenes both a “Future Urban Space Development Council” and an “Aesthetics Council.” We strongly believe that design serves as a vital catalyst for urban innovation, the enhancement of civic identity, the promotion of public participation, and the strengthening of social cohesion.
This recognition not only acknowledges our commitment to integrating creative design within cultural marketing but also reinforces our team's confidence in these principles. In 2026, Taoyuan will host the “Taiwan Design EXPO”, and we aspire to facilitate increased cross-sector collaboration and international exchange through the medium of design.
4. What role does experimentation play in your creative process? Can you share an example?
Digital technology is a vital driver in modern society, enabling industrial innovation and optimising public services. It also transforms how people live and communicate. Taoyuan actively integrates AI and big data into smart governance while using creative strategies to market its culture and destinations.
For example, the “DA LUNG MEN Deity Mascot Stamp Collection Treasure Hunt” uses interactive tech to promote traditional culture, and the “FEI LAI BOOK” pop-up brochure encourages public engagement with local stories. These initiatives revive traditions with modern appeal, enriching tourism and boosting the local economy, all while advancing sustainability.
5. What's the most unusual source of inspiration you've ever drawn from for a project?
The "Taoyuan DA LUNG MEN Tourism Corridor" branding campaign is guided by the theme “Visit Taoyuan DA LUNG MEN in the Year of the Little Dragon,” which draws inspiration from Chinese zodiac culture. The zodiac follows a 12-year rotation, with 2025 designated as the Year of the Snake, which is often referred to as the “Little Dragon Year.”
To enhance the memorability of the term “DA LUNG (which means 'Big Dragon' in Mandarin) MEN,” we have employed the juxtaposition of “Little” and “Big” to formulate a catchy slogan that not only reinforces the brand’s identity but also broadens its overall impact.
6. What’s one thing you wish more people understood about the design process?
To the Taoyuan City Government, design plays a crucial role in various dimensions of urban life, encompassing policies, public services, landmarks, cultural heritage, and sustainable development. Through innovative design practices, we can enhance the efficiency of public service processes and improve the convenience of daily activities while upholding essential humanistic values.
Effective design must transcend mere aesthetics and innovation; it is imperative that it prioritises accessibility and user-friendliness. This commitment ensures that individuals can readily comprehend and engage with the design, thereby addressing real challenges, fostering public participation, and continuously advancing the city towards progress and sustainability.
7. What were the challenges you faced while working on your award-winning design, and how did you overcome them?
The "Taoyuan DA LUNG MEN Tourism Corridor" branding campaign emerged from collaborative efforts across various departments, as well as from partnerships between the public and private sectors. This initiative necessitated ongoing communication and collective brainstorming among a range of stakeholders.
Each participating team was accountable for its specific responsibilities, thereby ensuring that the achievements of our meetings and shared decisions were rooted in a considerable commitment to the project's objectives. One significant challenge confronted was the fragmentation caused by institutional silos.
We successfully addressed this challenge by dedicating ourselves to a shared vision, which established a benchmark for cultural preservation and the promotion of tourism in Taoyuan.
8. How do you recharge your creativity when you hit a creative block?
When encountering creative blocks, we focus on how to lower the barriers to public participation and actively seek inspiration from everyday life. Local culture is deeply intertwined with daily experience, so we aim to reflect this in our designs. In today’s digital world, visual media plays a crucial role.
The “DA LUNG MEN Deity Mascot Stamp Collection Treasure Hunt” merges Lunar New Year customs with digital experiences to create a new form of festive tourism, while “FEI LAI BOOK” pop-up brochure uses visual creativity to present local stories in place of dry text.
9. What personal values or experiences do you infuse into your designs?
In the contemporary era of artificial intelligence, Taoyuan is undergoing a significant transformation into a smart city. The city is leveraging advancements in artificial intelligence, big data, and cloud computing to transition into a new paradigm. Our focus encompasses digital governance, smart living, industrial innovation, and digital empowerment.
By integrating resources across various departments, we aim to enhance decision-making processes and improve service delivery. Our objective is to consistently employ innovative thinking and design principles in order to foster a more livable, human-centred, and forward-looking Taoyuan.
10. What's one question you wish people would ask you about your work, and what's your answer?
If we were to investigate the query, “How can design facilitate the development of an ideal modern city?” Taoyuan would be pleased to present its insights. A modern city is not solely defined by advanced technology, economic innovation, or effective welfare systems; it is also significantly influenced by cultural diversity and sustainable tourism.
Our city team is dedicated to employing innovative design principles to establish a smart city that embodies both human warmth and tourism value. We strive to ensure that traditional culture remains relevant and dynamic, even as times and contexts evolve, thereby fostering sustainable urban development.
