Blending culture, technology and retail: Everrich elevates Christmas experience at Taoyuan International Airport

To welcome the Christmas season, Everrich Duty Free has created festive displays across Taiwan’s major international airport.

At Taoyuan International Airport, Everrich has unveiled a Christmas tree concept that blends technology with Taiwanese cultural elements. Dressed in outfits inspired by Taiwan, the elves are portrayed crafting “Taiwan-flavored” Christmas gifts and sending festive wishes to travelers.

Among these installations, the nearly seven-meter-tall Christmas tree located in Terminal 2 stands out as a visual centerpiece. Both eye-catching and interactive, the tree has quickly become one of the most popular photo spots among international travelers, attracting visitors eager to capture and share the experience.

Beyond delivering high-quality service, Everrich Duty Free is committed to promoting Taiwan’s distinctive culture. This year, the team reimagined Christmas through a Taiwanese creative lens, presenting a uniquely local interpretation of the Christmas tree. The installation features classic holiday elements such as gift boxes and candy canes, while the elves moving along the “production line” bring the scene to life. Some wear Santa hats, others carry traditional Taiwanese Jia-Zhi bags as waist pouches or hold the familiar fruit and vegetable crates commonly seen in local markets. Every detail reflects a sense of Taiwanese everyday life, creating a nostalgic, retro atmosphere that has sparked a wave of interest and fond memories throughout the airport.

The experience extends beyond visual appeal. By scanning a QR code on the tree, travelers can take part in a simple interactive activity, share their favorite memories of Taiwan, and generate a personalized festive photo effect. Upon completing the interaction, passengers are guided into Everrich stores to redeem small gifts, effectively linking festive engagement with in-store traffic and commercial conversion.

To further enhance the atmosphere, a special “Elf Rhythm Party” took place on December 18 at Terminal 2, featuring a percussion performance using traditional Taiwanese instruments. Through festivals that combine different cultures, Everrich demonstrates how experiential design, digital interaction and cultural storytelling can work together to enrich the airport time, drive store visits and deliver traveler the lasting memories of Taiwan.