Taiwan’s drag queen performers are breaking new ground, moving to mainstream platforms fitting for a high caliber of talent.

In the effervescent landscape of Taiwan’s entertainment industry, drag queen performers are making significant strides in expanding their presence beyond the traditional nightlife scene. This evolution is not only reshaping the nation’s cultural fabric but also creating new business relationships with this exceptional talent, from innovative marketing strategies to enriched cultural engagement.

The definition of “drag” has evolved from a traditional gender binary focus, where individuals performed as the opposite sex for entertainment, to a modern interpretation that views it as a broader art form of gender performance, engaging with and critiquing various gender identities beyond the binary. Drag’s association with the LGBTQ+ community solidified in the 1920s during America’s Pansy Craze, establishing a lasting link between drag performances and queer identity. Today, drag is showcased through performances at LGBTQ+ events, nightclubs, and beyond, with participants ranging from professional drag queens to occasional drag kings.

Initially, the drag scene in Taiwan was largely confined to small bars and nightclubs. Performers like New Zealand transplant Popcorn (Instagram: taipei.popcorn), whose drag journey began to blossom in Taiwan around 2018, recall a time when opportunities outside of late-night venues weren’t so abundant.

“It was a very small scene back then – I think there were probably only about 10 or 12 drag performers in Taipei at the time,” says Popcorn. Although performers could expect to earn significantly more than minimum wage working in a bar, their long-term career prospects often appeared limited. “I think I was just very lucky that I always took more of an arts angle when I started doing drag.”

But luck happens when preparation meets opportunity, and Taiwan’s drag queens are thoroughly prepared.

When you deconstruct a drag queen’s ensemble and performance, you uncover an entire industry’s worth of knowledge distilled into one exceptionally glamorous, self-produced package. The queen’s wig is often styled by herself, as is the dramatic and intricate makeup. The gorgeously crafted costumes, sometimes adorned with thousands of individually hand-placed rhinestones, are also designed and executed by her. Beyond costume and makeup, a queen typically choreographs her own performances and is expected to host and even organize the entire show.

Ad campaigns, television commercials, and live events allocate vast sums of money to employ scores of hair stylists, makeup artists, costume designers, choreographers, emcees, dancers, and models. In stark contrast, drag queens embody all these roles themselves, all for a typical Friday night performance.
Many queens come from fashion schools, esteemed dance academies, and performing arts universities, says Popcorn. “They were already doing these things. Then they realized they could just get a bit more makeup and be celebrated for it.”

A pivotal moment of recognition for Popcorn was performing at the National Art Museum in Taichung, an offer she received from artist and event organizer Betty Apple (Instagram: lovebettyapple), who found Popcorn’s social media account after she was photographed for the cover of Taipei Times. The museum, a venue traditionally reserved for high art, hosted a large outdoor party featuring a Japanese art collective from Tokyo. Popcorn was invited to bring her art from social media to life for the attendees.

The performance marked a notable shift, demonstrating that drag could be appreciated in more formal and diverse settings. Being invited to participate in such events not only elevates the status of drag but also provides performers with a platform to reach broader audiences. This exposure brings a unique experience to those who have never witnessed drag in its most dazzling and fully realized form.

Popcorn’s later work with renowned Taipei-based photographer Manbo Key (Instagram: manbo_key) is a further testament to this shift. Key’s projects, which merge commercial photography with fine art, have been featured on the covers of Vogue and Marie Claire magazines. These works prominently showcase drag performers, highlighting their versatility and broad appeal.

Key has become an instrumental figure in the flourishing of Taiwanese drag. Last year alone, he held a solo exhibition at the Taipei Fine Arts Museum, released a book showcasing his art, including collaborations with drag queens, and recently brought drag talent to a distinguished hotel in Nangang for another exhibition.

Charting the course

The transformation of drag culture in Taiwan can be attributed to a combination of increasing domestic enthusiasm and rising global influences, particularly the impact of RuPaul’s Drag Race, an exceedingly popular Emmy award-winning television competition show in the United States. The show almost single-handedly has led drag into the mainstream, opening the door for a new generation of performers who saw opportunities not only for self-expression but also for a meaningful and sustainable source of income.

The victory of Taiwanese drag queen Nymphia Wind (Instagram: 66wind99) – the first-ever queen to perform in Taiwan’s presidential office – marks a major milestone showcasing the ability of Taiwanese drag queens to gain international recognition and penetrate larger commercial arenas. Recently featured on the cover of the Vogue Taiwan July 2024 issue, Wind has since collaborated with international brands like Rhinoshield, Gold House, and Ecosia, serving as an ambassador of the brands.

The integration of drag performers into commercial campaigns is a natural progression as businesses seek innovative ways to connect with audiences. Brands increasingly recognize the distinct appeal and creativity that drag queens bring to their marketing efforts.

For businesses, partnering with drag queens offers several advantages. Firstly, drag performers bring high levels of creativity and theatricality that can enhance the appeal and memorability of marketing campaigns. Their ability to transform and embody different personas allows for versatile and exuberant promotional content.

Secondly, drag queens have a strong and loyal following, particularly within the LGBTQ+ community. By collaborating with drag performers, businesses can tap into this demographic in an impactful way, fostering inclusivity and enhancing their brand image. This approach supports a diverse customer base and shows equality and representation are integral to a brand’s culture.

While the potential benefits are clear, businesses need to approach collaborations with drag performers thoughtfully and respectfully. Ensuring that expectations, budgets, and schedules are clearly communicated from the outset helps build trust and confirms that both parties are aligned.

“I did cancel a project last month because it got too unprofessional,” says Popcorn. A team of eight people was shooting a documentary, but over time, their communication became sloppy, meetings were consistently canceled, and deadlines were being rushed, adding pressure to Popcorn’s already packed schedule. She adds that when you work with people like Manbo Key or Betty Apple, who excel at organizing, you end up doing many more projects together.

Treating drag performers with the same professionalism and respect as any other collaborators also includes honoring contracts, providing fair compensation, and acknowledging their creative contributions. Not all drag is family-friendly, nor is it palatable for all audiences. It’s important to have a clear conversation about the type of performance a queen can do that both honors their specific style and remains mindful of audience sensitivity.

As an example, Popcorn mentions a well-known queen who was hired for a big event for an investor group. “She turned up, she was in full makeup, she started doing her act, and the organizer of the whole event went up mid-act and said, ‘I’m sorry, you have to stop. You’re scaring the audience.’” While the queen was compensated, incidents like these can damage reputation, business, and confidence.

Organizing events that feature drag performances can attract a diverse audience and generate buzz around the brand. The key is to create an inclusive and welcoming atmosphere that respects both the performer and the viewer.

“She’s done a lot of big events, it’s what she does,” says Popcorn. “I just think there was some higher-up person that didn’t understand what drag was or can be. Just to be canceled in front of hundreds of people, it’s so insulting.”

Luckily, most companies manage to avoid these misunderstandings and foster positive, long-term relationships. For example, Netflix launched a marketing campaign for a TV show about monsters and hired Taipei-based drag queens to dress up like monsters to shoot a set of videos and a photo series. The queens shot and edited all of the content, sent it to Netflix for approval, and the campaign was posted. The queens reported it as a meaningful creative opportunity.

Drag queens often have a strong presence on social media platforms, with loyal followers who regularly engage with the content. Businesses can harness this influence by collaborating on social media campaigns like Netflix’s series, creating engaging content that resonates with both the performers’ followers and the brand’s target audience.

One of the main challenges is overcoming stereotypes and misconceptions about drag culture. Some people may still view drag as solely a form of nightlife entertainment, not recognizing its broader cultural and artistic significance. Businesses can address this by educating their teams and audiences about the history and diversity of drag, highlighting the multifaceted talents of drag performers.

The future of drag in Taiwan looks promising, with increasing opportunities for performers to enter larger commercial and artistic spheres. As the culture continues to evolve, so too do the ways companies are learning to give back to the spaces that raised such powerhouse entertainers.