Annual Mountain Flower Viewing: The Narowwan Calendula Season is here. The University Social Responsibility (USR) project team of Lunghwa University of Science and Technology assists various units under the jurisdiction of the Farmers’ Association of the Hengshan Township in Hsinchu County, including the Narowwan Agri-tourism Area and the Narowwan Agricultural Recreation Development Association, in jointly promoting activities related to the calendula flowers. By engaging in activities such as green tour planning, developing AR augmented reality, creating the Narowwan tribal webpage and digital guide APP system, and designing a brand identity system for the tribal calendula flower, the team optimizes the brand image of the calendula. The aim is to attract tourists to the tribe for consumption and guide young people to return home for development.

In 2024, applications to Lunghwa University were made for the Youth Development Administration’s career plans for indigenous people and the USR projects. Under these plans, students led by Dr. Fei-Hsin Huang of the Department of Tourism and Leisure conducted green tour planning. In contrast, students led by Director Liang-Chun Lu of the Sustainable Development Center jointly designed AR augmented reality. Students under the guidance of Dr. Jia-Li Chen of the Department of Information Management produced the Narowwan tribal webpage and digital guide APP system, and students guided by Mr. Cheng-Yi Xiao of the Department of Cultural Creativity designed the tribal calendula brand identity system, actively assisting in the revitalization of the tribe.

In addition, the USR team of Lunghwa University also invited partners to create innovative works combining denim with indigenous woven fabric. Apart from creating economic income for families with disabilities through producing fabric art, there is also a focus on environmental sustainability. Using denim waste to make practical and environmentally friendly fabric art aims to guide young people to return home for development and create a more diverse industrial economy.

Narowwan, known as the Golden Herb Tribe, is particularly suitable for spring flower appreciation. To promote the calendula, the Narowwan Agricultural Recreation Development Association specially organized activities featuring marketing herbal industries and selling agricultural products in the calendula series. The event showcased locally developed special calendula meals, DIY products, and souvenirs, including calendula tea bags and handmade soaps, assisting in the sales and expansion of herbal industries in the tribe.

As for tours, the faculty members and students from the Department of Tourism and Leisure designed tours that combine attractions such as Qing Wa Shih Botanical Garden in Jianshi Township, the Narowwan Agri-tourism Area, etc. They also collaborated with hot spring resorts and local camping site operators within the Hsinchu County Hot Spring Tourism Industry Association to invite people to visit during the calendula season. Visitors are invited to enjoy a day in the Hengshan and Jianshi areas, indulging in a hot spring journey full of tribal herbs.

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