soapbox

CASE STUDY: Red Bull Soapbox Race stirs up comedy and crashes in Taiwan

While it's not quite the fast and furious F1 Grand Prix, the Red Bull Soapbox Race is still an international racing event—the wacky version. In September 2013, it landed in Taiwan for the first time. Back then, there was virtually zero awareness of the race in the market and a typical Taiwanese mindset did not embrace DIY culture, which is necessary for building a soapbox racer.