The Formosan subspecies (Ursus thibetanus formosanus) of Asiatic black bear is the largest land animal in Taiwan. In addition, it is Taiwan's largest carnivore, its top position of the food chain is also an important indicator of ecological health. The film "Black Bear Forest", which was about the conservation of Asiatic Black Bear, was released at the cinema in year 2016. The film of the two young Asiatic Black Bears was re-broadcast in the National Geographic Channel in 2017, marking a high tide of conservation. This study uses the contingent valuation method (CVM) and information obtained from questionnaires to evaluate the Taiwanese people's willingness to pay (WTP) for the conservation of the Asiatic black bear. We create a hypothetical market and use closed-ended single-bounded binary choice method and double-bounded dichotomous choice method to estimate the WTP. We found that the personal per year WTP of Taiwanese people ranges from NT 968 to NT 1,043. These high values are evidence that we should pay much attention to protect this most significant star animal species, especially to preserve its habitats and to prevent illegal hunting activities.