Fujian is dominated by hills and mountains with a highly developed expressway network. It has a total expressway mileage of 6,100 kilometers, ranking the 2nd among all Chinese provinces. All counties and cities can reach an expressway within 15 minutes. ETC users exceed 7 million. Highway travel has become the norm for commutes between counties, towns, prefecture-level cities, special zones and the provincial capital. Meanwhile, the main line of the Shenhai Expressway serves as an essential transit route connecting the Yangtze River Delta and the Golden Triangle region. The province records an average daily cross-section traffic volume of over 4 million vehicles (annual volume exceeding 1.5 billion), with exit traffic exceeding 1.1 million vehicles per day (annual volume over 400 million), ranking first among Fujian’s three major transportation modes.

Over the past decade, the number of highway media assets has dropped by 95%. As of December 2022, there were 117 highway billboards and 160 toll station light boxes across Fujian, of which 11 billboards were reserved for public welfare campaigns. These media assets are mainly located along the full 668-kilometer Shenhai Expressway main line (from Fuding, Ningde to Zhao’an, Zhangzhou), as well as key interchanges, hubs, service areas and industrial zones in southern Fujian. The scarcity of such media resources ensures unobstructed, eye-catching visuals for straightforward brand exposure and concentrated audience reach.