NEW TAIPEI — A vibrant and award-winning train design first unveiled in Japan has returned home, as Taiwan Railway Corporation (TRC) debuted the revamped EMU700 commuter train in New Taipei on Friday. The newly painted train aims to promote tourism across Taiwan’s northeastern coast and will operate for six months.
Originally dubbed BiBiBiBi! Taiwan during its run in Greater Tokyo from June to September 2024, the distinctive livery now adorns a local EMU700 model. Its bright red exterior pays homage to Japan’s Keikyu 1000 series and features stylized kanji characters that symbolize Taiwan’s cultural exports — including orchids, pineapple, and tea.
The initiative was spearheaded by Tourism Administration Director-General Chen Yu-hsiu, who assumed her role on June 27. Chen said she proposed reintroducing the design in Taiwan after the original Japanese campaign received recognition from the Tokyo Outdoor Advertising Association earlier this year.
“This train is not only visually captivating but also represents Taiwan’s charm,” Chen said. “We hope it encourages more Japanese tourists to explore destinations along the Northeast and Yilan Coast.”
Taiwan Railway Chairman James Jeng announced that the campaign, originally set for a three-month duration, will be extended to six months due to the strong promotional value. The “Beep Beep Taiwan” train will travel routes between Yilan and key destinations in Keelung, Taoyuan, and Greater Taipei.
According to Jeng, the extended run supports local tourism in New Taipei’s Ruifang and Gongliao districts as well as communities in Yilan County.
The Northeast and Yilan Coast National Scenic Area Headquarters, a co-sponsor of the campaign, also promoted ongoing attractions such as the Fulong International Sand Sculpture Arts Festival, running through September 30, and the scenic mountain village of Jiufen — a former mining town rich in history and culture.
Officials hope the colorful train and the events it promotes will draw both domestic and international travelers to experience Taiwan’s scenic northeast corridor.
