Building a Tourism Media Brand From Scratch for Taiwan and Hong Kong Travelers

Scope: Planning / Content Production / SEO / Social Media Operations / User Journey Design

Our Methodology

The same destination or brand needs a completely different story depending on the platform, the audience, and the moment. Instead of pushing one version of content across every channel, we position along four axes first, then decide what to say, to whom, and where.

What's the goal this time? Exposure, conversion, or brand awareness and positioning? Each needs a different content format and different metrics — mixing all three usually means none of them land well, so we narrow to one goal first.

Who is this written for? The same topic attracts completely different people depending on how they travel (self-drive, rail, group tours), budget, and interests. Deciding who we're speaking to first determines what to include and how much detail to give.

Which platform does it belong on? Facebook, Threads, Instagram, and blog readers behave differently — how long they stay, how much text they'll tolerate, what makes them share. We rewrite the same material for each platform rather than cross-posting it as-is.

What does the audience want to know right now? The questions people ask on social media, on Google, and in AI search reflect different stages of intent. We use search-intent data at each stage to decide what to prioritize.

Examples in Practice

Here's how this framework plays out.

The Fukuoka coffee map: We drew a map of Fukuoka's coffee shops — made to look like something worth saving and sharing with a friend, so the spread happens organically without ad spend.

Miyajidake Shrine's wind chime festival: Here the only goal was maximum reach, so we picked the angle most compelling to Taiwan and Hong Kong travelers. The Reel passed 600,000 views and 10,000 likes, with saves and shares combined in the thousands. We used the same approach for Nanzoin's hydrangea pond, Nyoirinji's wind chime festival, and a half-day trip to Hikosan. On Threads, the same play with Kumamoto Castle brought in over 200,000 views and 17,000 likes.

From social feed to purchase: On social, we show only the highlights worth shopping for. Anyone who wants more depth clicks through to the blog's full area guide, which then leads to a coupon page — because what people want to see on social differs from what they look up once they've decided where to go.

Multiple keywords ranking in Google's top 5: Place names and event names like Miyajidake Shrine, its release ceremony (hōjōe), the Nogata summer festival, and Hikosan now rank in the top 5 of organic search. When travelers actually start researching, our content is what they find.

Current Scale

• The Threads account, launched in February 2025, has nearly 33,000 followers — the largest Traditional Chinese Kyushu travel account on the platform
• Instagram (launched in the second half of 2025) has 5,400 followers, Facebook has 2,600
• The blog site, set up at the end of 2025, now has close to 300 daily active users and nearly 100,000 monthly organic search impressions, and is growing quickly

If you're interested in our content marketing or media operations, get in touch — we'll respond as soon as we receive your message.

To learn more about our marketing strategy, visit our Insights.