Presentation on Design and Material Culture of Taiwan in the context of Cultural Diplomacy. How can Design and Material culture be used for national branding and software power?

1. Design and Material Culture
PUBD
512
4/1/14
prepared
by
bessie
chu

2. Working Definition
Physical
objects
of
a
culture
or
country
and
people’s
rela>onship
with
them.
OCen
displayed
in
travelling
large
scale
exhibi>ons.

3. Impact on Country Image?

4. Sweden

5. Sweden:
Doesn’t
just
make
Legos
for
adults
When we think about Ikea…

6. Taiwan as a case study

7. World Design Capital
Taipei Bid Video Search
for:
WDC
2016
Taipei
Bid
Video
URL:
hRp://youtu.be/8ge0UiyKlTw

8. In Taiwan’s Case
• Generally,
most
people,
especially
outside
of
East
Asia,
can’t
tell
the
difference
among
dis>nct
cultures
of
ethnic
Chinese
countries
or
among
Chinese
provinces
• However,
people
can
associate
and
do
design
and
material
objects
with
a
country,
culture,
or
even
values.

9. A
Commercial
Design
and
Material
Culture
Experience
Can
this
be
Na>on
Branding,
SoC
Power,
and
Cosmopolitan
Construc>vism?
ESLITE BOOKSTORE

10. SHOWCASE FOR TAIWAN’S DESIGN
& MATERIAL CULTURE
Eslite
Bookstore
featuring
Taiwanese
Tea
culture
and
Design
Causeway
Bay,
Hong
Kong

11. Showcasing Values
Democratic thought, privileging of art and
culture, importance of sustainability

12. Impacts

13. Quote from Hong Kong Editorial
• Since
its
opening
in
2012,
crowds
fill
up
the
branch
of
Taiwan’s
Eslite
Bookstore
in
Causeway
Bay
every
weekend.
People
line
up
for
half
an
hour
for
a
cup
of
pearl
milk
tea.
Besides
books
from
Taiwan’s
publishing
houses,
people
also
browse
Taiwanese
products
such
as
Yuan’s
eco-­‐friendly
soaps
and
Wang
De
Chuan
Teas.
• For
those
living
in
Hong
Kong’s
celebrity
gossip
brisk
reading
culture,
the
experience
in
this
bookstore
brings
a
contras:ng
cultural
feel.
• Cultural
workers
complain
that
there’s
not
enough
of
Hong
Kong’s
own
Hong
Grown
bookstores,
but
it’s
undeniable
that
Eslite
Bookstore
established
a
cultural
oasis.
Source:
h*p://www.thenewslens.com/post/22458/
來自台灣的誠品書店2012年在銅
鑼灣的⿈黃⾦金地段商場開設，每逢
週末⼈人⼭山⼈人海，附設的天仁喫茶
趣，每每需要排隊半個⼩小時才能
買到⼀一杯珍珠奶茶。除了琳琅滿
⺫⽬目的台灣出版品，他們可能順便
逛逛台灣本⼟土良品阿原肥皂或是
包裝精美的⺩王德傳茶葉。對於喜
好⼋八卦雜誌速⻝⾷食閱讀⽂文化的⾹香
港，誠品的出現的確帶來⼀一種驚
喜和不同的⽂文化氛圍，儘管本地
⽂文化⼯工作者埋怨誠品的⾹香港本⼟土
書種太少，或是沒有24小時營業，
但是誠品的確旗幟鮮明地在這裡
樹立文化綠洲的角色。

14. Tourism Figures
The
reasons
that
the
inbound
visitors
went
sightseeing
in
Taiwan
were:
• mainly
scenery
(60
persons
per
hundred)
• food
(37
persons
per
hundred)
• Taiwan’s
customs
and
culture
(31
persons
per
hundred)
• friendliness
of
the
people
(25
persons
per
hundred)
• shopping
(24
persons
per
hundred)
Source
Taiwan
Tourism
Bureau
Sta<s<cs
2012
h*p://admin.taiwan.net.tw/sta<s<cs/market_en.aspx?no=16

15. Other Taiwanese Examples
LiuliGongFang
Glass
Sculptures
Given
as
state
giCs

16. Other Taiwanese examples
LOHAS
(Lifestyle
of
Health
and
Sustainability)
Tourism
and
Product
Branding

17. Other Examples
Design
and
Material
Goods
Represen>ng
Na>ons
(for
beRer
or
worse)

18. Questions?
Thank
you.