Every July (exact dates vary) since 2000, Fulong Beach has hosted the Hohaiyan Rock Festival, which has grown from a small indie event into the largest free outdoor concert in Taiwan, attracting hundreds of thousands over a three- to five-day period. 'Hohaiyan' is a tonal word connected to waves in the Amis language.

Not only has this event successfully integrated the sea environment with the creative spirit of independent (indie) music, to create a distinguishing feature of the Northeast Cape and a major benefit to tourism, it has also provided a stage for non-mainstream musical artists and created an advantage for marketing international tourism in Taiwan.