In line with our commitment to ESG social inclusion and regional revitalization, Hsin Tung Yang partnered with local Bunun artist Wang Chun-jen from Xinyi Township, Nantou County, during Indigenous Peoples’ Month. Centered on his landmark bilingual picture book, People Rooted in Yushan—originally commissioned by the Yushan National Park Headquarters—we curated a cultural exhibition at destinations including the Nantou Service Area. By highlighting the stories of mountain rangers and the ancestral ecological wisdom of the Bunun people, we transformed this major transportation hub into an educational gateway for ecological sustainability and multicultural appreciation.

"Brand roots run deep only when breathing in harmony with the land."

Taiwan’s Indigenous cultures preserve a profound philosophy of coexistence between humanity and nature. Xinyi Township serves as a vital gateway to Yushan National Park and has been the ancestral homeland of the Bunun people for generations.

During Indigenous Peoples’ Month, Hsin Tung Yang spotlighted People Rooted in Yushan, co-authored by Yin Li-min and Wang Chun-jen, illustrated by Wang, and polished by Quan Zheng-wen. The book offers a faithful record of mountain rangers carrying out forest conservation, mountaineer safety patrols, and search-and-rescue operations amid the harsh and unpredictable terrain of Yushan. Embracing this initiative, Hsin Tung Yang translated deep reverence for the mountains and tribute to these unsung heroes into tangible cultural action, honoring the frontline guardians of Taiwan’s natural heritage.

Rooted in the Soil, Accompanying Every Journey

At Hsin Tung Yang, we believe true corporate sustainability extends beyond reducing environmental footprints; it lies in proactively enriching society with positive cultural vitality.

People Rooted in Yushan portrays the steadfast footsteps of rangers deeply anchored in the peaks of Yushan. In turn, Hsin Tung Yang strives to ensure these compelling local stories reach travelers across Taiwan through our service area platforms. Moving forward, we will continue deepening our collaborations with local communities, joining hands with grassroots partners to ensure Taiwan’s cultural diversity and ecological values thrive alongside every journey.

Frequently Asked Questions (FAQ)

Q1: Why did Hsin Tung Yang host the special exhibition for People Rooted in Yushan during Indigenous Peoples’ Month?

A: To celebrate Indigenous Peoples' Month and advance our ESG commitments to social inclusion, Hsin Tung Yang showcased Bunun artist Wang Chun-jen’s commissioned work to raise public awareness of mountain rangers’ dedication, promote biodiversity conservation, and share Bunun ecological heritage with travelers nationwide.

Q2: What is the core narrative of People Rooted in Yushan?

A: Co-written by Yin Li-min and Wang Chun-jen, illustrated by Wang, and refined by Quan Zheng-wen, the bilingual picture book chronicles the real-world experiences and silent dedication of high-altitude rangers—from trail maintenance and ecosystem monitoring to public safety and alpine search-and-rescue under extreme weather conditions.

Q3: How does Hsin Tung Yang practice corporate sustainability and regional revitalization through highway service areas?

A: Hsin Tung Yang transforms transit stops such as the Nantou Service Area into dynamic platforms for cultural engagement and local revitalization. By routinely integrating Indigenous heritage, eco-conservation, and artistic exhibitions into the guest experience, we offer travelers a meaningful connection to Taiwan’s cultural diversity and environmental values during their journeys.