Celebrity and Spokes-character Endorsement in Taiwan

Written by En-Chi Chang. ‘I started my day by putting on my Uniqlo LifeWear coat endorsed by Vivian Hsu. Then I headed out and stopped by 7-Eleven to buy a cup of City Coffee endorsed by Gui, Lun-Mei (桂綸鎂) for breakfast. Then, rushing to the MRT station, I used Open-chan(Open將) iCash card to take the MRT train to work. Though I do not have an ASUS ROG 5 designed by Nyjah Huston, my ACER endorsed by GBOYSWAG (鼓鼓) was just fine for work. After work, I decided to treat myself to a nice dinner at Eatogether endorsed by Accusefive (五告人). Then I went home and treated myself with a round of massage on my Fuji Massage chair endorsed by Ariel Lin (林依晨) while playing the game ‘Lineage II’ (天堂II) endorsed by Takeshi Kaneshiro (金城武).’

Pleasing the Mainland or Island: The Politicisation of Taiwanese Stars During On-Going Cross-Strait Turbulence

Written by Jian Xu. On January 25, 2017, National Defense News, a military newspaper under the management of the Military Committee of the Communist Party of China, published a commentary titled, ‘Never allow artists to eat Chinese food and smash Chinese bowls.’ The article criticised pro-independence Hong Kong singer Hins Cheung and applauded his ban from appearing on one of China’s most popular reality shows, I Am a Singer, run by Hunan Satellite TV. It argues that ‘in front of the overall interests of the country and nation, every artist needs to stay rational within the bottom line. Overstepping the bottom line means no future. Any ‘idol’ will be discarded if they hurt the national emotion and dignity of the Chinese people.’

President Tsai’s Celebrity Marketing

Written by Hsin-I Sydney Yueh. On November 13, 2021, NBA player Enes Kanter posted a Twitter message, stating that Taiwan is “not a part of China”; this particular video elicited a warm-hearted response from Taiwan’s President Tsai Ing-wen. She said, “Thank you, Enes, for standing with Taiwan and standing up for democracy.” Kanter quoted Tsai’s reply and said he wanted to “meet the brave people of Taiwan.”