Characters

A lonely little boy accidentally finds the moon that has fallen from the sky. He devotedly takes care of it, giving it love and seeing it grow and glow again day after day. In the absence of the moon, the city descends into chaos, but the secret between the little boy and the moon fills their hearts with warmth. Nonetheless, the moon must return to the sky, and the little boy must be brave — he must grow up. The Moon Forgets was published right before the 1999 Jiji earthquake in Nantou, Taiwan. In such critical times, the friendship between the little boy and the moon helped many wounded hearts find respite.

Jimmy Liao's picture book “The Moon Forgets” has been published in 12 languages to this day. A series of albums inspired by the work has been released. “The Moon Forgets” has also been adapted into a children's musical in Hong Kong. Licensing projects for marketing purposes in collaboration with Starbucks and Citibank have also been undertaken. To support charity, the brand has supported the Children Are Us Foundation to feature images from the picture book on their moon cake gift boxes. More than 40 licensees have developed a total of 335 merchandise products. In 2023, a series of products have been launched in collaboration with Hello Kitty in Taiwan. “The Moon Forgets” has been lauded as "the warmest of companions during the loneliest times." Other than exhibitions, there are also several public art installations, including the iconic Moon Bus in Taipei Xinyi District, a 15-meter-high work of land art on the waters of New Taipei City Bitan Lake, and an outdoor installation in Tainan during this year’s Taiwan Lantern Festival. 2024 marks the 25th anniversary of “The Moon Forgets”. The brand has planned a series of activities and crossover collaborations with the theme of “courage,” hoping that this uplifting story continues to comfort people and give them courage.

Jimmy S.P.A. was founded to manage the Jimmy Liao brand and focuses on managing Jimmy Liao's art and creating cultural branding. The company started by licensing illustrations for marketing and merchandise purposes, then expanded into performing arts and film adaptations, and more recently entered the realm of exhibitions and public art installations. Striking a delicate balance between artistic and commercial demands, entertainment and educational needs, and the depth and breadth of Jimmy's vision, we have innovated ways to create added value from his picture books.