There is Nobel Prize in the academic circles, which recognizes the professional achievements of scientists, and there is also the Ig Nobel Prize (funny Nobel Prize), which honors alternative creativity in order to popularize science. In Taiwan's marathon industry, there are professional races that emphasize international certification and the Changhua Tianzhong Marathon that features human touches and attracts a lot of entrants.

The year 2024 was the 13th Changhua Tianzhong Marathon, which attracted 33,341 runners registered to the draw lots, but the lucky rate was less than 40%. How can a town with less than 40,000 residents creates a race that made over NT$ 8 million? Mr. Zheng Zong-zheng, the driving force behind the event, credits local residents for successfully recreating the nostalgic Year-End Feasts that are no longer seen in Taiwan's countryside.

He explained that when he was little, every year during the late autumn harvest season, all households would spontaneously take turns hosting the banquet-style feasts. They warmly invited neighbors, relatives, and even friends from nearby towns to eat and drink together. "The elders took this feast very seriously—they wanted the fest to be abundant and rewarding to gain both respect and face. So, they would support each other to make feasts lively and grand. The concept of mutual support and reciprocity is deeply ingrained in the DNA of the Tianzhong people.

As time progressed, Tianzhong underwent the industry transformation—gradually shedding its rural character and taking on the appearance of a manufacturing town. After graduating with a bachelor's degree in chemical engineering, Mr. Zheng Zong-zheng joined his family's textile business. He experienced the rise and fall of the textile business and witnessed the gradual erosion of the proud "Rice Warehouse" title. With an urgent heart, he discussed Tianzhong's situation so far and drew up plans for its future every time he met some enthusiastic local residents.
 

Mobilized 22 Villages to Build a Cheerleaders' Boulevard
The financial tsunami has devastated the global economy, but road running has risen with one race after another. As a runner himself, Mr. Zheng Zong-zheng thought it could be Tianzhong's new transformative opportunity from the "Rice Warehouse." He observed several foreign races by participating himself and organized several experimental marathons with the Tianzhong Tourism Development Association, ultimately establishing the Changhua Marathon Association in 2015. Mr. Cheng initially organized races with Mr. Zheng Jun-xiong, the mayor of Tianzhong Town at that time, to make Tianzhong a pilgrimage site for non-professional runners.

The association is purely a non-profit organization established by locals; however, it isn't feasible to host a marathon with just 10 enthusiastic local members. The manpower, budgets, and race plan are the crucial facts.

Regarding manpower, the points are mobilizing 22 villages and 22 community associations. What Mr. Zheng Zong-zheng admired most is that "even though the local residents doubted it at the beginning because they didn't understand, they were willing to support it because they knew that 'everyone cares.'" He and his team recruited volunteers from one household to another and figured out how to cheer up the runners. The direct approach involved learning from the cheering video recordings of the residents at the Naba Marathon in Japan. The video motivated 2,000 Tianzhong residents willing to be the volunteers of the Changhua Tianzhong Marathon and share all the treasures from their homes.
 

Local Shop's One-Stop Shopping and Eco-friendly Coffee Grounds Clothes
Regarding the budgets. As the former town mayor, Mr. Zheng Jun-xiong told us that after deducting the costs of manpower, culture-creative commodities, souvenirs, the runners' kit, and 4,300 runners' registration fees, the final cost of the marathon was NT500,000. It was not sacrificed the quality to save the budgets but producing the orders by the excellent local enterprises to reduce the logistic cost.

Especially for the runners' apparel, the manufacturers not only produce according to specifications but also invest efforts in improving the materials with a focus on environmental sustainability each year. For example, in 2017, they used recycled coffee grounds—incorporated into fibers through the patented technology—to create the performance wear that controls odor, blocks UV rays, and dries quickly.

The last is the race plan. Mr. Zheng Zong-zheng identified one difficulty of the whole process as the time wasted on the public-private collaboration without historical data proof. Obtaining the right-of-way, traffic control, and police support are all difficulties.

On the day of the marathon, the spacious track was surrounded by enthusiastic volunteers from all over the town—the drumming team, ball-and-sticks-waving volunteers who wore short skirts, and the throaty cheers of young and old. However, the most talked-about highlight is the famous gourmet avenue, lined with extravagant treats like steak, lobster, and roast pig. Of course, there are also essential energy-boosting items for runners, such as bananas, sweet potatoes, and sports drinks. Eating while running—this is truly a joyful marathon.

Therefore, the Changhua Tianzhong Marathon gained such fame that the number of participants doubled in the following years and surpassed 10,000 participants in the third year. The marathon has become a treasure of Changhua County. Not only did nearby towns like Lukang and Ershui come for the experience, but they also followed the foreign local government.
 

From Multi-Employment Promotion Program to Empowering Employment Program, the Association Towards ESG Sustainable Management
The association obtained 6 staff subsidies from the Multi-Employment Promotion Program in 2015. The project manager was responsible for management and administration; the others focused on designing marketing and tourism initiatives to achieve three key visions of a sports town, happy employment, and an environmentally friendly approach.

For example, the Tianzhong Marathon allocates about 20% of its surplus to a sports promotion fund to support the community Little League, youth baseball teams, high school classes, and the sports club of the family support center. Mr. Zheng Zong-zheng believes that education and cultivation of a multi-sport culture can better produce a mature sports town than a single sport.

In 2020, the association implemented the "Empowering Employment Program," which subsidized two project managers and two to three employees. The program not only broadened their scope of work but also enhanced their professionalism. The "Empowering Employment Program" focused on branding, setting up the race database, and organizing a Marathon Carnival in collaboration with the other three towns of Yuanlin, Ershui, and Lukang. Additionally, the association invited historian Mr. Xu Ming-sheng to co-promote the in-depth "Tianzhong Rice Explore Tour." Mr. Xu also teaches in the Department of Tourism and Recreation Management at Hsiuping University of Science and Technology in Taichung and dedicates himself to regional revitalization after work. He takes visitors biking to the Honey Twist factory, the organic dragon fruit farm, and the corn leaf doll artisans to explore the threads between local industry, culture, history, and religions.

The second period of the Empowering Promotion Program ended at the end of 2023; however, the Tianzhong Marathon has set an example and continues to have a significant impact. Mr. Zheng Zong-zheng said the successful experience of the Tianzhong Marathon is worth exporting, especially for organizations interested in building local communities. They must mobilize from the bottom up, based on their advantages of "lands, industries, and people," to combine the strengths of the public sector and achieve a multiplier effect.

He added that leveraging multiple resources is the key to the growth of the Tianzhong Marathon and will be essential for its long-term sustainability. Therefore, in addition to being friendly to runners and the environment, the association also maintains strong relationships with sponsors.

Since 2020, they have proactively tracked the amount of waste generated during the event to serve as a basis for waste reduction and carbon emissions measures. In 2023, they received one of Taiwan's earliest carbon footprint certificates, issued by TÜV Rheinland Taiwan Ltd.

"When you take ESG (Environmental, Social, and Governance), which your customers view as important in your mind, you'll naturally magnetize more companies that also want to fulfill their ESG responsibilities, creating a powerful cycle of goodness."

Official Facebook Page of Changhua Marathon Association

Ms. Lin Xin-yi: I Am Not A Local, But I Am Proud of Tianzhong Ms. Lin Xin-yi lived in Taichung from her birth until she was employed. She became acquainted with "Tianzhong: Taiwan's Rice Warehouse" because the consulting firm where she worked needed to assist the Tianzhong Tourism Development Association. Four years later, she was inspired by the passion from Mr. Zheng Zong-zheng and took over as the project manager for the Tianzhong Tourism Development Association and Changhua County Marathon Association. She transferred from a mentor to a mentee and gained a deep understanding of the sweet and sour taste of promoting a community activity. She also learned that when speaking to elders, she needs to be more patient and make good use of language and metaphors that they understand to communicate effectively. At 37 years old, she has watched the Changhua Tianzhong Marathon go from an independent race to a carnival organized by a group, and the passion and dedication of the local people have made her proud to serve Tianzhong. (Photo by Lin Ying-cheng)

 

▲The participating runners of the Changhua Tianzhong Marathon increased year by year, which mobilized all local residents to make the race a warming carnival. (Provided by Changhua Marathon Association)

▲As a runner himself, Mr. Cheng Zong-zheng built the Changhua Tianzhong Marathon with passion to create his hometown a new vision (Photo by Lin Ying-cheng)

Case Story: Multi-Employment Promotion and Empowering Employment Program
Interviewee: Changhua Marathon Association