Taiwan has many diverse cultures, but we do not mostly understand our own cultural characteristics. Through an in-depth interview of the cultural elements, the hidden stories and cultural meanings behind these cultural products are much more worthy to be noticed rather than the exterior image revealed on the surface of the products. In order to achieve the research objective, this study takes the cultural image of the Baishatun Matsu as an example. The pilgrimage of Baishatun Matsu by foot is a quite representative activity that is held at Miaoli's village and attracts many people to participate in the activity annually. Culture has unique features and that can increase intrinsic cultural qualities. Through literature analysis, this study sorted history and culture of Baishatun Matsu's. This study not only explores the cultural elements but also notices pilgrimage of Baishatun Mazu differs from other Mazu. Furthermore, this study adopted in-depth interviews to understand the images of Baishatun Matsu believers and used the KJ method to group the interview comments into five dimensions. The research results hope to design cultural products of the Baishatun Matsu and planning of image-related activities designed to be helpful.