The Challenge

To address the issue of youth outmigration from Yuan Bay, we created the reality program "Welcome BAYk," which aimed to revitalize the area by packaging it as a meaningful tourist destination and creating a business model that would attract young people back to work. Yuan Bay, a forgotten fishing village in Taiwan near the popular tourist destination Penghu, faced a severe decline in its youth population due to a lack of job opportunities. By 2022, only 40 residents remained in Yuan Bay. The Penghu government recognized the urgent need for revitalization to revive tourism and attract local youth back to the island.

The Solution

Creating "Welcome BAYk"

"Welcome BAYk" is a 16-day reality show, a world's first exclusive creation where ten well-known artists formed Yuan Bay’s “community regeneration creative team.” The show aimed to repackage Yuan Bay as a tourist destination, attracting visitors with unique experiences and encouraging local youth to return and work in their hometown.

1. Business Model and Culinary Experiences: The celebrities used local ingredients to design exclusive menus, creating new dining experiences that would attract tourists and leave them with unforgettable memories of Yuan Bay.
2. Petting Zoo with Furry-lebrities: To enhance the emotional experience for tourists, we reimagined the concept of a petting zoo, incorporating animals that added a family-friendly attraction to the island.
3. Marine Conservation Tour: We introduced a marine conservation tour focused on coral restoration, ensuring the preservation of Yuan Bay’s marine ecology while revitalizing tourism.

By reimagining Yuan Bay, we provided a sustainable business model that encouraged local youth to return, thereby improving the economic, social, and cultural environment of Yuan Bay. "Welcome BAYk" became an innovative solution that created growth through positive impacts on people, the planet, and society.

Results

"Welcome BAYk" achieved significant success, generating widespread attention and positive outcomes for Yuan Bay:

1. Massive Viewership: The show garnered 14 million views and ranked number one on the Line TV platform for weeks.
2. Media Value: It generated over 25 million media value with coverage from nearly 600 news outlets.
3. Tourism Boost: Following the program’s airing, more than 500 people made reservations for camping and travel in Yuan Bay.
4. Government Support: The program received funding from the Bureau of Audiovisual and Music Industry Development, Ministry of Culture, highlighting government and public sector support.
5. Youth Return: Over 30% of local youth returned to their hometown to work, rejuvenating the community.
6. Increased Tourism: The number of tourists visiting Yuan Bay grew by over 60% after the show aired.
7. Revenue Growth: It is estimated that Yuan Bay’s tourism revenue will grow by 50% in the following year.
8. Brand Partnerships: Brands actively reached out for B2B2S partnership opportunities.
9. Community Regeneration Cooperation: More local governments sought collaboration for community regeneration.
10. Music Video Success: The program’s theme song music video achieved 1.22 million views.
11. Cross-Media Interest: Cross-media platforms actively sought broadcasting rights.
12. High Ratings: The media achieved excellent ratings, generating business through the program’s broadcast.

"Welcome BAYk" successfully revitalized Yuan Bay by leveraging the power of reality television to address social issues, attract tourism, and create sustainable job opportunities, demonstrating a model of growth through good for other communities to follow.