Client

Starlux Airlines

Baishatun Mazu Pilgrimage. A Walk Toward the Core of Faith

The Baishatun Mazu pilgrimage is one of Taiwan’s most significant annual religious events. It is also the longest and most unpredictable pilgrimage route in the country, covering approximately four hundred kilometers. Unlike most religious processions, its duration, route, and stopping points are never announced in advance. Everything is guided by Mazu, with the sedan chair leading the way.

Pilgrims have crossed rivers along ancient paths, including wading through the Jhuoshuei River. The journey goes beyond physical distance. It becomes a test of body, mind, and belief.

This is a demanding road, yet one filled with strength. Elder participants find spiritual grounding, while younger generations reconnect with the land and with one another. From just three thousand participants in 2002, the pilgrimage has grown to more than seven hundred thousand today. Its rapid growth has even drawn international visitors. The procession, welcoming rituals, and mutual support among pilgrims reveal one of Taiwan’s most humble yet deeply moving cultural traditions.

The Problem|How Can a Boutique Airline Enter a Grounded Faith Based Ritual

For a rising airline brand, this pilgrimage presented a rare opportunity for global visibility. STARLUX chose to participate with a spirit of public good. However, the challenge was unprecedented.

How could a brand known for refinement and premium aesthetics exist naturally within a setting filled with incense smoke, noise, and intense folk energy. How could it be present without feeling distant, inappropriate, or out of place. This question challenged both creative direction and design.

The Solution｜Translating Faith Symbols into a STAR Level Cultural Language

We began with two visual pillars rooted in pilgrimage culture.

The Spirit of Courage × STAR Brand Identity

The character for courage is a core symbol carried by the sedan chair team. It reminds everyone to keep moving forward no matter how exhausting the journey becomes. We merged this raw sense of strength with STARLUX’s visual language, transforming faith driven courage into a form of starlight.

Mazu × Thousand Mile Eye × Favorable Wind Ear × Pink Sedan Chair

These symbols of protection, guidance, and blessing were translated into a warm and vivid illustration style.

From this foundation, we extended the system into a full range of visuals and items, including:

• A pink public welfare bus that became the most eye catching moving presence of the event.

• Pilgrimage vests and cross body bags designed for long distance walking.

• Pink fans, bottled water, and other essential supplies.

All items were designed within a unified artistic language. They accompanied pilgrims every step of the journey, while allowing the world to see that Taiwan’s faith culture can also carry a refined visual standard.

The Results｜Faith Meets Refinement. A Cultural Impact Like No Other

The campaign sparked immediate media attention. STARLUX’s official social platforms received more than eleven thousand new likes, along with hundreds of highly positive comments. The co branded merchandise sold out in a short period of time.

This was more than a successful brand collaboration. It was a rare integration of faith, culture, and design executed with grace.

Along a pilgrimage route shared by more than seven hundred thousand people, STARLUX applied meticulous art direction and premium craftsmanship to reinterpret Taiwanese culture. Faith became something the world could see, understand, and appreciate through design.