Japanese travel to Taiwan rises

TAIWAN. The number of Japanese visitors edged up +0.9% to a record 986,053 last year, according to the Taiwan Visitors Authority (TVA). The rise was attributed to an ongoing craze in Taiwanese cuisine, culture and pop music in Japan. Last year, TVA focused much of its promotions on the concept of “healing and rejuvenation” through tea using a character called the “Teaman.” One campaign, called “Taiwan and Tea,” which ran from October 15 to December 31, promoted tea as a way to relieve stress. It was aimed primarily at female consumers. Japan is Taiwan’s single-largest market with a 34% share, followed by Hong Kong and the US.