Uber Taiwan tackles street-hailing uncertainty with Jolin Tsai

Uber Taiwan has unveiled its new “Relax, you’re with Uber” brand campaign, highlighting that total distance travelled on its platform in Taiwan has surpassed 2.6 billion kilometres since launching 13 years ago. The milestone—equivalent to roughly 600,000 round trips between Taipei and Tokyo—further solidifies Uber’s position as a leading ride-hailing platform in the market.

According to platform data, a vehicle arrives in roughly three minutes once a trip is requested through the Uber app. Centred on reliability, this year’s campaign partners with Taiwanese pop icon Jolin Tsai as Uber Taiwan’s new annual brand ambassador.

Built around Tsai’s widely publicised habit of going to bed strictly at 9:30 p.m., the campaign humorously depicts a frantic moment as she races against the clock to hail a ride. As 9:30 pm nears, she nearly “transforms” into Medusa before booking a ride via the Uber app and narrowly avoiding a crisis. The whimsical storyline brings the campaign’s core message to life: no matter where you need to go, you can relax because you're with Uber.

An Uber survey conducted last year revealed that nearly 60% of taxi trips in Taiwan still originate from street hailing. While consumers rank ride availability among their top priorities, unpredictable street hailing remains a major pain point.

As riders turn to more predictable ride-hailing solutions, annual Uber Taxi trips in Taiwan grew nearly 40% year-on-year. Over the past two years, Uber’s local brand creative has systematically tackled the familiar frustrations of street hailing. The 2024 campaign, “Walk Zhongxiao East Road nine times,” was followed by 2025’s “Skip the taxi-hailing drama! Uber Taxi Is Here.” This year’s effort continues that narrative with a fresh, comical approach.

Through the app, riders can track their vehicle’s location in real time and view estimated arrival times while choosing from various ride options, including Multipurpose Taxis (MPT) and Uber Taxi. The app also features more than 10 built-in safety features for riders and driver-partners—spanning pre-trip vehicle pickup to in-trip monitoring—designed to ensure a reassuring travel experience.

Uber noted that mobility habits in Taiwan are evolving. Passengers are increasingly pre-planning key trips, staying active later into the evening, and travelling with pets. Across these scenarios, consumers want greater control and predictability throughout their journeys.

International travel demand also remains strong: Uber reported a 30% year-on-year increase in airport trips in Taiwan as more consumers rely on the app for seamless, stress-free airport transfers.

The inspiration behind the campaign stems from Tsai’s viral lifestyle habit. After returning from the US and adjusting to the time difference, Tsai shared on a podcast that she developed a strict 9:30 pm bedtime. Her claim that the routine left her looking "super beautiful" sparked a viral "9:30 bedtime" trend across social media.

Cesar Molina Leguia, general manager of Uber Taiwan, said: “We want to leverage technology to give more people a reliable mobility experience. In July, Uber and its partner fleets completed the expansion across Taiwan, establishing coverage throughout the island. Over the past year, total trips in cities outside Taiwan’s six major metropolitan areas grew more than 30%, with Keelung and Miaoli recording the strongest growth, with annual trips increasing by nearly 50% in both cities."

"This reflects continued demand for mobility services across Taiwan. Beyond ride-hailing, we are also expanding into more everyday needs. Our on-demand package delivery service, Uber Courier, has reached 2.8 times the number of trips recorded during the same period last year. At the same time, we continue to work with partner fleets and local governments to develop mobility services that respond to local needs, bringing reliable transportation to more cities and more aspects of everyday life," Leguia added.

MARKETING-INTERACTIVE has reached out to Uber Taiwan for more information. 

Related articles:

Uber Taiwan reimagines chaos of hailing taxis with humorous campaign
Uber HK's campaign empowers HKers to go for a better e-hailing option