Cheese Report Jun 2025

● Key Economic Indicators of Taiwan (Data released before June 10, 2025)

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• In May, the Consumer Price Index (CPI) decreased by 0.27% compared to the previous month and fell by 0.14% after adjusting for seasonal factors. Compared to the same month last year, CPI rose by 1.55%. The average CPI for the period from January to May increased by 2.04% year-over-year.
• The number of employed persons in April was 11.605 million, a decrease of 5,000 (-0.05%) compared to the previous month. The number of unemployed persons was 399,000, a decrease of 4,000 (-0.99%) compared to the previous month. The labor force participation rate in April was 59.27%, down 0.04 percentage points from the previous month. The unemployment rate was 3.32%, down 0.03 percentage points from the previous month. After seasonal adjustment, the unemployment rate was 3.36%, remaining unchanged from the previous month.

Source: National Statistics, Republic of China (Taiwan)

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● Statistics on Republic of China Nationals Traveling Abroad

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★Source: Ministry of the Interior, Immigration Office (Republic of China)
Note: The outbound travel data for Republic of China nationals is based on the principle of counting the first destination reached by flight. Additionally, factors such as irregular chartered flight itineraries are included. Therefore, for the actual data on Taiwanese nationals traveling to specific countries, please refer to the official inbound statistics published by each destination country.。

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● Number of Passengers on International Routes (Including Hong Kong and Macau) and Cross-Strait Routes at Taiwan Airports

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●Operational Overview of Taiwanese Airlines on International and Cross-Strait Routes in April

In April 2025, the six Taiwanese airlines collectively carried a total of 2,779,966 passengers on international and cross-strait routes. Among them:
● EVA Air transported 1,127,821 passengers (accounting for 40.6%)
● China Airlines carried 981,956 passengers (35.3%)
● STARLUX Airlines served 393,487 passengers (14.2%)
● Tigerair Taiwan transported 230,929 passengers (8.3%)
● The remaining two carriers, Mandarin Airlines and UNI Air, combined for 45,773 passengers (1.6%)

Source of the above information: Civil Aeronautics Administration, Ministry of Transportation and Communications –Civil Aviation Monthly Report

[ Full article ]

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1. Overview

From the first chart, it is evident that EVA Air holds an overwhelming lead in online discussion volume, with 859,576 mentions, significantly surpassing other airlines. Following EVA are China Airlines with 290,467 mentions and STARLUX Airlines with 198,123 mentions, both showing relatively similar volumes, indicating a stable level of brand attention.

Overall, EVA Air’s high volume of online discussions is largely related to ticket giveaway campaigns across various platforms, while China Airlines and STARLUX maintain a moderate level of online presence.

2. Insights into Online Buzz Sources

The bar chart reveals the distribution of online buzz sources across different platforms for each airline:
1.EVA Air’s largest share of buzz comes from “news media” (49.1%), indicating frequent coverage in the news, likely related to corporate developments, route updates, or reported incidents. “Social media” accounts for 43.5%, suggesting a decent level of user engagement and discussion as well.
2.STARLUX Airlines sees the majority of its buzz from “social media” (65.5%), indicating that most of its mentions come from user-generated content, such as sharing, commenting, and discussions. This reflects the airline’s influence among younger audiences or its strong performance in social media management.
3.China Airlines also sees its primary buzz source from “social media” (64.2%), followed by news media (24.9%). This distribution mirrors that of STARLUX, showing that the brand’s image and conversations are largely spread through social platforms.

In summary, EVA Air is the only airline with a higher proportion of mentions from news media than from social media, suggesting its brand image is more closely tied to news exposure and media coverage. On the other hand, STARLUX Airlines and China Airlines rely more heavily on social media buzz to drive brand discussions. Future marketing strategies could leverage these insights for more targeted campaigns.

3. Positive-to-Negative Sentiment Analysis

This chart shows the positive-to-negative sentiment ratio (PN ratio) and overall sentiment structure of each airline on the internet:

• 1. STARLUX Airlines
  Positive mentions: 45,372
  Negative mentions: 23,575
  PN ratio: 1.92
  Performance is the strongest, with an overall positive tone in discussions, indicating high recognition of brand image and passenger experience, and relatively few negative comments.
  
  
• 2. China Airlines
  Positive mentions: 50,485
  Negative mentions: Nearly equal to or slightly higher than positive mentions
  PN ratio: Below 1.0(around 1.0)
  Lowest sentiment ratio, meaning a relatively high proportion of negative mentions. This suggests the need to address customer complaints or controversies, possibly indicating current issues with public relations or service quality.
  
  
• 3. EVA Air
  Positive mentions: 211,349
  Negative mentions: 118,809
  PN ratio: 1.78
  Although the number of negative mentions is also high, positive mentions are significantly greater, making the overall sentiment lean positive. This reflects high discussion volume and strong brand attention, but the airline should be mindful of the pressure from potential negative sentiment due to high exposure.

4. Word Cloud Analysis

● EVA Air –Word Cloud

Based on the EVA Air word cloud, several key insights can be observed:

• Strong brand presence: The keyword “EVA Air” appears in the largest font, indicating the brand’s dominance and high visibility in related online discussions.
• Successful co-branding and image marketing: Terms like “Hello Kitty,” “Sanrio,” and “painted aircraft” reflect the success of EVA Air’s themed planes and brand collaborations, which have attracted online attention and encouraged users to take photos and share their experiences.
• Frequent mentions of destinations and travel-related keywords: Words such as “marathon,” “Paris,” “Thailand,” “North America,” and “Aomori” suggest that EVA Air performs well in terms of online buzz around travel destinations and is closely associated with tourism activities.
• Focus on service and passenger experience: Keywords like “flight attendant,” “ground staff,” “economy class,” “business class,” and “airport” show that consumers are actively discussing EVA Air’s service quality and travel experience.
• Buzz extending to people and events: Words like “champion,” “competition,” and “runner” indicate connections with sponsorships, sporting events, or PR campaigns supported by the airline.

Overall, EVA Air maintains a clear brand image online with a wide range of discussion topics. From service and destinations to co-branded campaigns, the brand generates strong engagement and leaves a multifaceted impression on consumers.

● STARLUX Airlines –Word Cloud

Based on the STARLUX Airlines word cloud, several key insights can be observed:

• High brand visibility: “STARLUX Airlines” is the most prominent keyword, indicating the brand’s strong presence in online discussions, especially within travel and aviation-related topics.
• Chairman as a central figure: “Chang Kuo-wei” appears as a notable keyword, reflecting the close association between STARLUX and its chairman. His leadership style and personal story generate significant public interest and media attention.
• Strong presence in destinations and travel topics: Keywords such as “Okinawa,” “Osaka,” “Phu Quoc,” “North America,” and “Southeast Asia” suggest that STARLUX’s route expansion and tourism-related content are gaining attention –likely linked to new route launches, promotional offers, or flight-related news.
• Service and operations are being discussed: Terms like “tickets,” “fleet,” “economy class,” “business class,” “transfer,” and “airport” show that consumers are commenting on travel experiences, service quality, and operational scale.
• Brand features and extended topics: Words such as “Snoopy,” “Seattle,” “theme,” and “branding” are related to STARLUX’s special aircraft liveries and co-branded campaigns, highlighting the airline’s focus on visual identity and themed marketing.
• Buzz around business performance: Keywords like “revenue,” “year-on-year growth,” “cargo,” “chairman,” “record high,” and “consumption” indicate that STARLUX’s business performance and market perception are also generating attention.

In summary, STARLUX Airlines attracts buzz not only through its premium image and charismatic chairman (Chang Kuo-wei), but also through route expansion and co-branded marketing. As a rising airline brand, it has successfully built a notable presence and influence in the market.

● China Airlines –Word Cloud

Based on the China Airlines word cloud, several key insights can be observed:

• High brand association: “China Airlines” and “CAL” are the most prominent keywords, indicating strong visibility and recognition in online discussions. The airline is clearly one of Taiwan’s most representative aviation brands.
• Attention on senior management: Keywords such as “Chairman Hsieh Shih-chien,” “Kao Hsin-han,” “General Manager,” and “sustainability” reflect strong public and media interest in corporate leadership and governance topics.
• Rich discussion around service and operations: A large number of keywords like “economy class,” “business class,” “passenger aircraft,” “flight attendants,” “uniforms,” “airplane,” “tickets,” and “A350-900” indicate that passenger services, fleet equipment, and travel experiences are central to the brand’s online visibility.
• Flight routes and regional presence: Keywords like “routes,” “destinations,” “North America,” “Asia,” “Kumamoto,” and “terminal” show that China Airlines’ route planning and regional coverage –especially in Asia and long-haul markets –are key points of interest.
• Industry and business performance discussions: Terms such as “revenue,” “bonuses,” “cargo,” “aviation industry,” “agreements,” and “pandemic” suggest that market performance, employee benefits, and industry challenges –especially post-pandemic strategies and labor topics –are hot discussion points.
• Brand image and distinct topics: Words like “uniform” and “pantsuit” point to conversations surrounding branding and uniform design, showing the brand’s ability to spark extended public interest.

Overall, China Airlines generates a broad range of online discussion –spanning business operations, route development, service quality, and brand identity –demonstrating its strong visibility and wide-reaching relevance as a major national airline.

Observation Period: May 29, 2024 – May 29, 2025
Sources: Discussion forums, social media, news, blogs
Note: This online insight analysis is based on data from the OpView Social Media Database and reflects the number of online discussions related to “airlines.”

※CheeseAd is an advertising agency specializing in serving clients in the tourism industry. To better understand the current state of tourism in Taiwan for our foreign clients, we have selected news or information from your platform. If you have any comments regarding the above excerpts, please feel free to contact us. Thank you!

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(1) Ads rolled out on Threads
● Meta is testing ad functionality on Threads with its over 320 million monthly active users. Advertisers can now extend existing Meta ad campaigns to Threads.
● Ads will appear on the Threads home feed, with an “inventory filter” available to control the sensitivity of surrounding content.

(2) User privacy and control tools
● Threads introduces brand safety tools and personalized ad controls. Users can skip, hide, or report ads they are not interested in.
● Meta emphasizes transparency, allowing users to view how their personal data influences ad targeting.

(3) Deep integration with Instagram
● Threads shares its community ecosystem with Instagram, enabling new users to quickly follow existing friends, creators, and brands.
● This integration strategy has helped boost Threads’ user base and enhance social engagement.

Source: Business Next
https://www.bnext.com.tw/article/83051/meta-threads-2025

Located in the heart of Japan, the San’in and San’yo regions, also known as the Chugoku region, derive their name from ancient geographical concepts –“yin” refers to the north side of the mountains and “yang” to the south, perfectly reflecting the natural of yin and yang.
San’in (Tottori, Shimane): Facing the Sea of Japan, it is influenced by the Siberian cold current, resulting in a cold, damp climate with heavy snowfall in winter, showcasing a majestic and untouched natural landscape.
San’yo (Okayama, Hiroshima, Yamaguchi): Facing the Seto Inland Sea, it has a mild climate with four distinct seasons, exuding a warm and leisurely atmosphere.

Concept inspiration:
● Recognized by Michelin as the “Land of Myth” and featured by CNN Travel for its breathtaking scenery, San’in and San’yo are top choices for seasoned Japan travelers.
● Tigerair Taiwan offers direct flights to Okayama and Tottori, making it the only airline connecting San’in and San’yo.
● Centered around the idea “love at first trip,” the campaign highlights three unique travel routes that showcase the contrasting charms of San’in and San’yo.
● Through three curated travel guides, consumers can choose the style that suits them best and deeply explore the diverse beauty of Japan.

Landing page:
https://static.tigerairtw.com/www/events/2505sanin/index.html

4 reasons to explore San’in and San’yo

3 curated travel routes for San’in and San’yo

Complete guide to must-see attractions
https://static.tigerairtw.com/www/events/2505sanin/route_1.html

Gourmet journey: Taste it all
https://static.tigerairtw.com/www/events/2505sanin/route_2.html

Art & culture adventure
https://static.tigerairtw.com/www/events/2505sanin/route_3.html

Facebook campaign
【#山陰山陽一起GO抽JR PASS+鳥取樂享周遊券】