DESIGN ACADEMY EINDHOVEN SOCIAL DESIGN MASTER
fresh instant In search of lost time in convenience food
EUNYOUNG LEE
Time is compressed.
Table of contents
Diaries Abstract Compressed time 1. 1.1 1.2
Compressed time in the instant society Instant time, speed! Waste of time
2. 2.1 2.2 2.3
Compressed time in food Instant soul food, Ramen noodles Food, became a product Modern people and three meals fantasy Extended time
3. 3.1 a. b. 3.2 3.3
Swollen present, process Extended instant recipe: In search of lost time in convenience food Extending deleted process Cooking as a ritual, Mashed potato Cooking as a compulsive behaviour, Cube salad Slow fast food, French Fry Customising standardised food, insant coffee Your fresh instant coffee shop
4. 4.1 4.2 a. b. c. 4.3 a. b.
Your fresh instant coffee Brand story How it works Mobile coffee shop How to order Product we offer Why fresh instant coffee Needs What is different Conclusion Bibliography
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Diaries
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20151013
Instant food Package
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I received a package in the post from my family in Korea today. They were worried about what I ate, which is totally different from the food in Korea, so the box was filled with Korean instant food, mostly in the form of powder or dried ingredients because of the weight and expiry date. Even though I used to eat instant food quite often, I was surprised to see that there are so many different types of instant food. Furthermore, I was fascinated by the creativity and convenience to make every unexpected food into one package of powder.
I ordered a book from the Internet and it took almost a week to arrive. This was surprising, as when I order something in Korea, I usually get a package the following day because of the immediate delivery policy. If someone starts to become accustomed to such a convenient system, they could extend the time spent in front of the screen because it would be so enjoyable and addictive. At any time, they could start to feel bored when they needed to go out and buy something.
Diaries
20151217
Book order
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20151217
Small pleasure from hunger
As soon as I woke up, I headed straight to the market to buy some things to eat. I started to eat and felt that I had nothing to envy in this world as I had been so hungry since the night before. I thought of the past and whether I went to the market as soon as it opened in the morning or not, and my answer was no. If people live in a big city full of people, the city never sleeps and it is easy to find 24-hour restaurants and convenience stores. Therefore, hunger is not restricted by time and we do not need to wait until the store opens. At the same time, however, it is becoming rare to get a small pleasure from waiting, such as what I experienced this morning.
“A city never sleeps�
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Diaries
Photo Transparent City92 by Michael Wolf 08
Abstract
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Time is compressed so I will extend time. My thesis is about the time I extend. Time is compressed in today’s cities. With the development of technology, the speed of living is accelerated and the proper process to achieve outcomes is eliminated. In other words, the time for waiting is shortened. Nowadays, we only consume the result, which includes compressed processes. In the society where we only consume fragmented outcomes, the experience of time cannot have a strong meaning, so it is easily forgotten. As the word ‘consume’ is premised on loss after being used up, time cannot be accumulated and be remembered but disappears. In this society, it is becoming rare to have valuable experiences gained from time. Rewards from waiting are getting smaller, as specialisation resulting from mass production and industrialisation do the waiting for us. Understandably, the reward has a weaker meaning and a bunch of rewards of the time for the consumption disappear like footprints in the desert. Therefore, I would like to extend the compressed time by regaining the value of the process as continuous time and design meaningful spaces between time(s). The first chapter explains time compression and the phenomenon which is actually happening within society. In the second chapter, I will search for the value of time to extend compressed time and explains my experiments to achieve those values. In the third chapter, I show my design proposal based on a year of research and experiments. Therefore, my thesis is based on research into the lost time caused by compression and analysis of the time I extend, and what value I can bring in the instant world. Intro
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Compressed time
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01 Compressed time In the instant society
Have you maybe noticed that our lives are no longer feeling like stories? Our lives are becoming a line-up of tasks? ... our sense of time is beginning to . . . shrink?
Shumon Basar, Douglas Coupland, Hans Ulrich Obrist, The age of Earthquakes
1 David Belson, "Akamai state of the Internet report, q4 2009." ACM SIGOPS Operating Systems Review 44.no.3 (2010): 27-37.
2 The Four Asian Tigers is a term used in reference to the highly developed economies of South Korea, Taiwan, Hong Kong and Singapore.
Similar to some other capital cities, Seoul is a very fast city and everything works in a very efficient way to maintain its speed. This is easy to understand when we look at the airport. The whole process of entry can be finished in 30 minutes, whereas in other countries, even in Europe, it takes more than two hours and it is not uncommon to see people relaxing as if they are savouring the experience. Furthermore, it is not surprising to know that Korea has one of the fastest Internet speeds in the world. In fact, a fast speed of life is a general feature of most capital cities where economics and business are concentrated. Speed is a distinctive characteristic of Korea, however, when I consider how fast it is in every area. One of the reasons for this is the fact that Korea, along with some other East Asian countries, achieved its industrialisation in less than 50 years. It was compressed economic development compared with the development in Western countries, where it took at least 100 years for industrialisation. In the disorganised and destitute situation, people thought that the only way to achieve happiness was through economic growth, so materialism became widespread. In Korea, there was a huge economic crisis in 1997, as a result of which the country received aid from the International Money Fund; however, the debts were settled in three years and six months. Korea had really worked hard as a nation, and the accumulation of wealth created motivation and hope for the people. Therefore, the standard of value judgement changed considerably. Intangible values which cannot be explained rationally, such as traditional ethics or customs, and communal values have been collapsing for the purpose of economy. As a result, people could not stand any process which took time to get results in a short time, and additional processes which were not efficient were removed. As a result of fast growth and changes, time in the city is compressed. This means the acceleration of time, eliminating the proper process to achieve the outcome, and the waiting time is decreasing. People have to achieve more than before in limited time, and speed is getting faster. Coupland uses the term ‘time shrink’ to describe the way in which our perceived life shrinks when it becomes over-efficient from multi-tasking and not enough down-gaps are left between specific experiences. Similarly, in his book “Liquid Modernity”, Bauman states: “Time is no longer a river, but a collection of ponds and pools”. This shows that time cannot flow as a process anymore, but consists of fragmented and instant results. It is like an instant food which is consumed as a transient object and can be prepared in five minutes with hot water but without any further cooking process. The society in which I have been living is an instant society where life consists of compressed time.
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compressed time
Apartment in Korea instant society
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Instant [n] an infinitesimal or very short space of time; a moment [a] occurring, done, or prepared with a minimal amount of time and effort; produced rapidly and with little preparation Instant society [n] A society which is extremely fast as a result of maximised efficiency and processes simplified through the use of technology
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When we use the word instant, it is used informally with food and it means food processed for quick preparation. Processed for quick preparation can be found not only in food, but also in various other phenomena, so instant can be explained as a flow. We have more people who communicate through the Internet, and it is getting more difficult to have a deep relationship. Furthermore, we do not have to spend so much time when we give a present, as we can just send a barcode (this is called a gift icon) which can be transformed into the real present. As a result of this instant manner in relationships and even food, clothing and shelter, instant is becoming a lifestyle which forms our daily life. It is important to ask the question, what are the characteristics of ‘instant culture’ and how has it changed to get to where we are today?
instant society
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Instant Gathering A teenage girl in Germany who forgot to mark her birthday invitation as private on Facebook fled her own party when more than 1,500 guests showed up and around 100 police officers, some on horses, were needed to keep the crowd under control.
Instant Wedding AutoWed Wedding machine by Concept Shed This is a coin-operated wedding machine which dispenses a pair of plastic wedding rings and a personalized receipt to newlyweds.
Instant Love Gay flash collection by Frank Schallmaier Frank Schallmaier started collecting and categorizing pictures from various gay social media. Technology and it’s online platforms are encouraging.
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compressed time
Instant Space H&M Pop up store on the beach in Den haag, Netherlands
Instant School Avatar school in Japan Young generation starts to communicate only through the online and avoid having face to face relationship.
instant society
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01.01 Instant time Speed!
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One of the crucial features in the instant society is the speed of time, as the word instant literally means a short period of time. Speed is essential to accomplish what we want using the minimum amount of time and effort. In fact, the history of civilisation is the history of reducing time. The huge interest in shortening time can be explained in the evolution of transport. At the beginning, the bicycle gave humans the ability to overcome the limitations of the body and enabled us to “rule the time and space3”. Pascal describes the bicycle as a wing, which makes it possible to get away from not only the limitation of the body, but also the social restrictions which suppress our thinking. Thanks to technology, people got wings and started to rule time and space so that time began to be understood as something malleable. As a result of the change in the attitude to time, people do not need to wait but reduce time by themselves by controlling it. Considering the bicycle, car, plane, telegraph, radio, Internet, computer and digitalisation, the history of civilization can be explained as the ‘fight against time’.
3 Adam, Paul. La morale des sports. Librairie Mondiale, 1907
“Energy saving devices or other technological possibilities remove the space of time. They enable us to bring and use right away what is already passed. They should not have any area, which we cannot approach instantly. A space with an interrupting realization of immediacy is eliminated.” Scent of time, Byungchul Han, 2013
instant time
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Maurice Leblanc Voici Des Ailes This is a wing! 1898
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compressed time
An answer sheet of a test in Korea
instant time
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We have the ability to control our time, and the change in our attitude to time makes time even shorter. The precious results from waiting lost their value by controlling time. There is cold brew coffee which takes more than three hours to get one cup of coffee. Even though it takes a long time, people use this method because it has its own special flavour. Compared with instant coffee, the meaning of one cup would be different not just for the flavour. At some point, it is a kind of waiting object which induce time waiting in present day society. People have recently created new technology which changes 15 hours into one hour to make one litre of coffee. Coffee cannot be an exception to reduce time.
Instant time means that a large amount of fragmented time is replaceable with other fragmented time. We lost the strong relationships with the objects as they can be achieved easily and we have so many other possibilities in our choices. According to Bauman, every 'part' is 'spare' and replaceable, and had better be replaceable. Why would one waste time on labour-consuming repairs, if it takes but a few moments to dump the damaged part and 5 put another in its place?
Moreover, the objects we use have been replaced with disposable products which are discarded after one use. Normally, the shape and function of objects change depending on who uses them, and they start to have ‘hand stains’ by being used. If we do not have any stories or memories, then it becomes a product, and disposable goods cannot have stories.4 From the low-price products produced in Third World countries to the fast fashion which keeps pouring out every season, the cycle of those products is getting shorter. For this reason, it is becoming more difficult to find ‘oldies-but-goodies’, and more objects are replaced by products rapidly in the instant society.
4 Han, Byung Chul. Scent of Time. Moonji Publishing, 2013 5 Bauman, Zygmunt. Liquid Modernity. John Wiley & Sons, 2013.
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compressed time
Comparing with instant coffee, the meaning of one cup of cold brewed coffee would be different not just for the flavor.
instant time
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Homeplus smart virtual store, Sunreung subway station, Seoul, Korea, 2011
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compressed time
01.02 Waste of time Efficiency
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Time is given fairly to everyone. Since 1884, when 25 countries gathered to separate the earth into 24 time zones and establish the accurate length of one day,6 people have been sharing global time. This time is objective because it flows evenly based on specific measurements. At the same time, it is also subjective in the way everyone feels the speed of time differently. The word time is chronos in Greek, and we all have a different sense of fairly given time. According to chronos time, we are all living in a different time. We have different time experiences depending on where we are, what we do and who we are with. For me, the biggest differences between in living Korea and the Netherlands were the speed of living and the attitude to time. Looking back at the chronos time in Korea, I often felt “time is wasting” and “bothering”. Once I moved to the environment which has a totally different speed of time, I started to be curious about the concept of a ‘waste of time’ and where is it from. I have been saving time to not waste it, but where does time go? In Korea, where the technology has been developed, the automatic system using machines is quite usual in daily life. It makes not only the speed of life faster, but also the sense of speed even faster. When we become used to this speed, we start to feel slow, boring and even inefficient about the time of the processes we have been doing so far. This time becomes a ‘waste of time’. Eventually, we choose the results which doesn’t include process. The process is replaced by specialised service in the instant society. All we need to do is consume. Compressed time produces more leisure time. In the instant society filled with all-pervading consumption, however, leisure depends on consumption and it is consumed by the media. The phrase ‘snack culture 7 ’ refers to the new culture we can enjoy easily in a short period of time, such as when we eat snacks. We can easily see the people who enjoy media contents in their spare time. It is becoming more popular to watch short videos such as web dramas or personal broadcasting, and there are other kinds of media such as web cartoons or games. Furthermore, there have been two distinctively popular themes of the contents in Korea. One is food and the other is travelling. People feel vicarious pleasure by watching other people go travelling and eat delicious food. Although they do not go and pay for travelling, they can see breathtaking views of nature and share the same feelings as the people who are actually there. There is a gigantic world on the small screen, and their leisure time is filled with watching without making any effort to do something.
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7
Kern, Stephen. The Culture of Time and Space, 1880-1918. Harvard University Press, 2003
In 2007, the American IT magazine WIRED introduced this phrase to explain the easy and fast consumption trend, such as fashion’s SPA brand and fast food.
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compressed time
German staffing agency advertisement, jobsintown.de We choose the results which doesn’t include process.
waste of time
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3D motion models by Frank Gilbreth (1918) By using chronocyclegraphs, he studied the motion of body of labors, so made an efficient working process.
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compressed time
Living alone This program shows a daily life of the people who are living alone, and share their leisure time with viewers. Youth, better than flowers Program showing someone’s travel is getting more popular. People feel like they join the other’s journey.
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02 Compressed time in food
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compressed time
“Merry Christmas”
compressed time in food
Christmas Tinner by Chris Godfrey The worlds first ever 9 layer, 3 course festive feast in a tin; aimed at gamers who can’t tear themselves away from their new games and consoles on Christmas day.
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Compressed time is not an exception in food culture. Canned food, which was designed to be cooked and preserved easily and quickly, was created by Nicolas Appert to supply food during the Napoleonic Wars in 1804, and its popularity has continued for over 200 years. As we would expect, the compressed time in food started with the technology to supply the troops during the war. To satisfy their hunger during the war, the troops had to eat fast and with restriction in the space where they ate. Therefore, the food started to be manufactured in accordance with those needs, and the preparation and cleaning processes were eliminated. The war not only made frozen food commercially viable, but also allowed manufacturers to sidestep objections from butchers regarding the automation of meat preparation and the resulting reduction in employees.8 In a similar context, the main customers of the ready meal industry in Western culture are the labourers, whose lives are governed by a scarcity of time and money.9 By removing several steps in food making, we get clean food and freedom in the place where we eat. Manufactured food makes us more dependent on the larger-scale system.
8 9 Tamar, Shafrir. “Edible Economy�. Dirty Furniture, 2015
Nowadays, we can preserve food for a long time using technology, so we have escaped from cooking as a task. Although we have gained a benefit, we are further away from food. When people started focusing on expediency, the food processing became complicated, and now we can hardly recognise what is in it when we only see the outcome. Everyone has a joy of eating and a basic need to eat fresh, healthy food, yet people still consume a lot of compressed time food. The way we consume and eat food would be changed depending on where we place our value in life. Therefore, what is the meaning of the current food culture?
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compressed time
Space food from NASA
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02.01 Instant soul food, Ramen noodles
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“ Tell me what you eat, and I will tell you who you are. � Brillat - Savarin
instant soul food, Ramen
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In the book “Physiologie du Gout”, which is considered as a gastronomic bible, Brillat-Savarin states: “Tell me what you eat, and I will tell you who you are”. The food we eat is considered as a clue not only to understand who we are, but also to determine the background of the time period. When we talk about “what” we eat, it includes not only our preference, but also our situation. For instance, the food we eat in the city and the countryside is totally different. Even though instant food or ready-made meals have been developed worldwide to satisfy the need for eating, it is necessary to know why these foods have so much meaning and what the facts are in the society to which I belong. Therefore, if we try to understand why a group of people eat instant food, it will be easier to think about the role of food. When it comes to instant food, instant ramen noodles are the symbolic food which represents the rapidly changing food culture in Asia, especially in Korea. Instant ramen noodles are one of the most popular foods, and they are considered as a second staple food. Nowadays, we eat them quite often with many different flavours; however, the history of instant noodles started only about 50 years ago.10 An original form of ramen was found in the 19th century in China when people used to produce noodles by hand and the Japanese put the noodles into meat broth and cooked it for more than a day. In the 1950s, Japan was suffering from hunger in the chaos following the war defeat, and one entrepreneur designed a fried form of noodle to make it long-lasting and cheap. Similarly, Korea was suffering from hunger, and one entrepreneur who watched people suffering imported the technique of instant noodles and started to produce them. At that time, people always ate rice for a meal so they did not believe that fried flour could be a meal and was just a snack. The government advertised ramen noodles as a new form of a meal and as a solution to hunger. Now, ramen noodles are so important to Korean food culture that they are considered as soul food. This is because ramen is cheap and convenient, and the consumption of ramen by one person is the highest in the world. At one time, however, ramen was a symbol of neglect, poverty and loneliness, as it played an important role when Koreans endured the cold and hungry days of industrialisation. Therefore, ramen is more than just convenient food, it is soul food that brings back nostalgic memories of when it enabled people to get through the hard times in Korea. The interesting fact is that although instant food was introduced for philanthropic reasons, even people who are living in the relatively affluent society pay more attention to instant food than before. Instant noodles, which started from basic fried noodles and powdered broth, are extended into other kinds of noodle food. In addition to noodles, various other kinds of food are ‘instantised’ using new flavours and interesting methods. People are excited about new instant products which are due to be released soon, and the popularity of instant food is continuing thanks to the large number of users.
10 Kim, Ji Ryong, and Galileo SNC. Samul ui Minnach. Applebooks, 2012.
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compressed time
02.02 Food, became a product
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compressed time
Instant food is the same for everyone, as the time and effort in the process and the outcome is always the same if we follow the instructions. For people who were not able to prepare fresh ingredients and enjoy the complex procedures, instant food was a necessity. As mentioned earlier, there is the large group of consumers who do not have time. Times have changed, however, and time spent on food is increasing. The focus on food has increased, not only instant food, but also food in general. People eat not just for survival, but rather to enjoy it and be together. Eating well is being well. To live well, people care about food and pay attention to it. Therefore, the increase in leisure time has naturally led to a huge interest in food. The new phenomenon in food and the latest food culture among the young generation, however, is that they are still excessively dependent on consumption. There are several issues relating to food, which are broadcasts about food, food porn SMS pictures and visits to popular restaurants. When you turn on your television or mobile device, there are many programmes talking about foods you may know or may not know, and the presenters keep uttering an exclamation. Moreover, people broadcast and show what they eat and evaluate the food shown. People communicate anonymously yet they all talk about food. It is pleasure enough to watch and experience an imaginative taste through them. Furthermore, people check the information about famous restaurants through the Internet, such as food rating blogs. People travel to good restaurants which might be hidden or located in other countries. Finally, they arrive in the restaurant and take pictures of what they eat and share them in an SMS (this is showing off rather than sharing). These are new ways in which people spend time on food in Korea nowadays. It looks luxurious and fancy to enjoy high-quality food; however, the essence of the characteristic of this new culture is the same as instant ramen, as we consume food as a result. The time spent on food might be extended by using a new recipe or new ingredients from all over the world; however, compressed time is still the same, as we choose and consume commodified food. At first sight, it seems that there is a new interest in cooking; however, it was found that Korea has the lowest interest in cooking in the world. In 2015, the global market research company GfK conducted a survey on 27,000 people aged over 15 years from 22 countries. As a result, Korea got the lowest scores in time, knowledge and passion in cooking. Moreover, they spent 3.7 hours a week on cooking, and the reasons given included the cheap and fast restaurant industry. The interest in food is higher than ever, yet the number of people who prepare food is decreasing. Pollan, who wrote the book “Cooked”, calls this situation ‘the cooking paradox’. He states that we are in the historical situation where we hand over the preparation of food to the food industry. Then why do we spend so much time watching other people cooking and why do we keep talking and thinking about food? food, became a product
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1 person food broadcasting and food products in Korea
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02.03 Modern people and three meals fantasy
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compressed time
Thanks to the development of food technology, cooking has transformed housework into a matter of choices. The distance between food and people is growing, however. In other words, we eat very easily and fast, yet we do not even know where the food is coming from and how it is made. It is too complicated and long to understand. Furthermore, the city environment takes away the time, will and need for cooking of people. Life is so busy in the city that cooking is such an extravagance and various food services are offered to people. People love eating, as it is a way of reducing stress, yet cooking, which takes time and effort, is a tiresome task. People say they have more leisure time now; however, putting in effort and time for their meal might still be a fantasy for city dwellers. Recently, there was a programme called ‘Three meals a day’ in Korea, and it gained huge popularity. In the programme, a couple of celebrities prepare three meals in the house, which is located in the countryside. What they do is not something special but just preparing a meal, which is what we normally do to eat. The reason why the programme was able to bring in a huge audience is that what we ‘normally do’ is not normal for people anymore. People gain comfort by watching people who are just focusing on what they are going to eat and not other things. The place where the celebrities cook is quite remote and does not have a market nearby; however, they find raw ingredients in nature and they cook in their own way. After watching these scenes, the viewers start to ask themselves about the meaning of eating and where they can find the happiness they are looking for. Preparing food is a daily routine; however, for the people who are used to prepared meals, cooking is considered as the routine of others which is worth watching. Nevertheless, the popularity of the programme shows that people still have a huge desire to enjoy the pleasure of precious meals. We keep losing sight of the fact that eating well is being well in the compressed time. The environment continuously induces oblivion. I think that becoming ignorant of what we eat and participating less in preparing our meals shows that our well-being is in crisis. Like this, there is still life which is in crisis in the modern society so the demand of instant food doesn’t decrease. There is one interesting food culture is appearing recently in Korea. People start to make new food by using ready-made meal as ingredients. For instance, people create new flavored noodles by mixing two different instant noodles. Also they disassemble the completed food which they can eat right away, and they cook this food this other fresh ingredients. The result seems to be like fancy food we can eat in the high quality restaurant. This culture is coming out from the young generation who live in the city by themselves. The reason of this culture is that they don’t have enough time or money to cook, but miss home-made meals from their family. So they get easy food from the convenient store and they cook with product food using their own method. Even though we gave our method of cooking to the science technology and food industry for a reason, still there is a trial to get closer to food which is suitable for new environment.
three meals fantasy
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TV program in Korea, 3 meals a day, 2015
“We handed over the preparation of food to the food industry. Then why do we spend so much time on watching other people’s cooking and why do we keep talking and thinking about food?”
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compressed time
New instant recipe People create new flavored noodles by mixing two different instant noodles. Also they disassemble the completed food which they can eat right away.
three meals fantasy
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,
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break time
Drying fruits hanging under the roof we were surrounded by the full of subjects which includes the value of time.
EXTENDED TIME process book
Swollen present
In the novel In search of lost time by Marcel Proust, main character Marcel, who had been spending hopeless time, he was surrounded by the strong feeling of happiness while he was drinking a cup of tea with some pieces of Madeleine. He didn t understand where this feeling comes from, so he focused on the emotion. Finally, he realized that it came from the time when his aunt Leonie used to give the little piece of Madeleine dipping it first in her own cup of tea every Sunday morning when he was young. From that moment, he started to recall the memory of childhood and he regained the past experiences which he thought lost time . From the Madeleine, unconscious memories which had been sleeping for a long time appeared and Marcel realized that the essence of being is the experience which transcend time and space. Experience from the past enter deep in to the present and they combined. By re-experiencing strong emotion of joy from the happy memory of the past, past and present join together and past experience continues to the present. In this sense, an experience is remembered through our body and mind as a memory. Various experiences accumulate so that our life can be connected as a flow, and it became a story which represents us.
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Like Proust had extended experience enabling him to understand present through the food Madeleine, food has a flavor which evokes the situations we were in. In food, not only the creative process of handling proper methods and time with fresh ingredients using the whole body, but also experience of pleasure stimulating 5 senses are included, so food works as strong medium of memory. Even though the essence of rememberance in Proust was flavor, cooking process actually can be saved thorough the body as experience, and accumulated as knowledge. The time in food is becoming one connected story, that is to say continuous time . Getting out the process of losing time, time is possible to keep moving on and is swelling unceasingly 11 .
extended time
11 Bergson, Henri. Creative evolution. University Press of America, 1983.
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swollen present
Long-term memory is what makes you. One commonly known short-term sequencing dysfunction is dyslexia. People are unable to sequence over A slightly longer term might be not good with directions . The ultimate sequencing dysfunction is the inability to look at one s life as a meaningful sequence or story. Shumon Basar, Douglas Coupland, Hans Ulrich Obrist, The age of Earthquakes
extended time
The expression extend the time as I used in a previous chapter, it includes the meaning that things and works are continuously connected because they are closely related to each other by their meaning. Extended experiences by continuously being connected become meaningful and they are stored as a memory. Those experiences soaked into me strengthen the infrastructure of memory so that they add up more meaning within them. So life is ďŹ lled with meaningful sequence and make swollen present. Of course, experience is not easy to be meaningful and remembered for a long time as Zygmunt Bauman stated that history is a process of forgetting as much as it is a process of learning, and memory is famous for its selectivity. Furthermore, compressed time in the instant society tends to be transferred into the process of forgetting and accelerates it. We only consume fragmented results and in the word consume , it premise extinction right after being used up. So much time in the society of consumption cannot be accumulated as experiences, but just disappears. Instant gratiďŹ cation cannot be accumulated, but just evaporated. Also in the instant food, we can get regular results no matter who cook it and it s easy to replace with other food because of easy preparation. Only function satisfying our hunger exists in food and it has anonymity like modern society. So it is not really important who and how to do it. Instant food has anonymity like modern society. Therefore, the preciousness of one plate of meal is relatively reduced. In this easily scattered time in food, what can we expect from food to make swollen present? Is it possible to accumulate the time of food as a meaningful story?
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swollen present
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Making Kimchi we were surrounded by the full of subjects which includes the value of time.
extended time
Starting from a critical perspective of how we nowadays consume food (i.e. the way we dispense with preparation time), I started to experiment with how design could slow down the way we consume. Even though I am writing about time, I chose food as a tool to speak about time, which can be explained as instant . The expression extend time is my attempt to stand up against the characteristics of instant food and share an opportunity to rethink our behavior as consumers. So in this chapter, I will explain the dierent features of convenience food and show my design approach to addressing each topic. To open up the discussion about easily consumed-food, I chose a method of making simple food by making a long and elaborate recipe.
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swollen present
A long time ago, people used to put a leaf in the cup when they drank water. This was so they would drink more slowly ‒ because if people drink really fast, they could become ill, even though they would also quench their thirst. Similar with water, consumption that is satisfied quickly can have a lot of different side effects. Savouring the process by contemplating a leaf on the water is the value that I want to achieve. Although a leaf becomes a barrier to satisfying our needs and can become a discomfort, it includes wisdom and brings awareness. So my design will be a leaf at last.
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extended time
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swollen present
03 Extended recipe In search of lost time in the instant food
extended time
03.01 Extending deleted process: Mashed potato and cube salads
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deleted process
As I mentioned earlier, convenience food reduces food preparation time so that people are freed from the burden of having to cook. At the same time, we are becoming more removed from the food we eat. Thanks to the huge food industry, we face a food culture of passive consumption. Although food is oered in the market after complex food processing, it is the food companies that are doing the processing, not the consumers. So the absence of food preparation can be seen as one of the distinct signs of our times. To clarify this issue, I chose one food that is easily found in the market, and I decided to make the same food but extend the process as much as I could. To directly extend the time in preparation, I thought about my personal experiences, which took more time in cooking and I came up with the idea of cooking as a ritual, and a compulsive way of cooking.
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extended instant
Movie Castaway on the moon , 2009 He was isolated in the island in the middle of the city by accident and found a powder of instant noodle. So he started to cultivate our using the seeds from the poop of birds and a few months later, ďŹ nally he made one plate of noodle.
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a. Cooking as a ritual: Mashed potato To extend the time in preparing food, the first dish that I chose was mashed potato . Even though it isn t a dish people eat often in my country, the cooking process is quite simple and the method of dealing with the potato is just to mash it. Nevertheless, to reduce this simple process further, there are many different kinds of mashed potato food products on the market, such as instant powder, which can be done in 3 minutes or ready-made meals. So mashed potato was suitable for extending, for the reason that even a simple process has been made even simpler so that, finally, there is only function remaining for food, which is to satisfy hunger. The first method for extending preparation time is to see cooking as a ritual. Since I started cooking, I realised the process of cooking can work as a form of meditation. It can be a vital antidote to the fragmented, compartmentalised nature of modern life, as Michael Pollan who wrote the book Cooked said. Cooking connects us to our senses such as touching, smelling and tasting. Our hands are busy and daily anxiety disappears. For this reason, I started to think about processes and tools that would change the deleted processes into meaningful continuous time.
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Traditional ironing in Korea
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Ritual is a repetition of certain patterns and it brings emotional changes, so it is different from habit. Religions create their own order in the minds of followers by religious rituals. Everyone has their own rituals, which give stability to their daily lives. Some people start a day with a cup of coffee as a ritual. While we are cooking, we have sensory experiences through repetitive behaviours. Also, people can find joy in the rhythm of their movement. Doing chores to a rhythm can make hard work such as housework meaningful. So ritual is a way of making processes meaningful. Accordingly, I have designed the tools and method to make mash potato a ritual. extended instant
step 1. Peeling
step 2. Cutting
step 3. Crumbling
step 1. Smashing
step 4. Stirring
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b. Cooking as a compulsive behavior, cube salad
Artist Phil Ferguson Cut Raw Food Into 98 Perfect Cubes
Another type of behaviour, which is unrelated to efficiency, is compulsive behaviour. Many of us have certain behaviours that make us anxious if we can t put them into action. For some people this can lead to compulsive, repetitive behaviour. For example, some people feel uncomfortable when they see disordered contents in the refrigerator, so they arrange everything in perfect order. Or some other people have their own rules for eating chocolate (like they keep the regular ratio of coloured chocolate ). Also, we can find compulsion easily in cooking. Cutting and plating are the processes where we can add our personal aesthetic. If we cannot reach our aesthetic standard, we tend to act compulsively. Reaching our aesthetic standard brings us comfort and joy, even though it takes a lot of time ‒ so I translate it into cooking behaviour.
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03.02 Slow fast food, French fries
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slow fast food
Small production of fast food
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16 Akst, Daniel. We have met the enemy: Self-control in an age of excess. Scribe Publications, 2011.
The second way of extending time in cooking is small production , which is the opposite of mass production. Mass production is what enables convenience food because it produces food efficiently. Mass production is an essential way to make lower prices and regular quality in food. It has brought a new era of industrialised food. Economic theory says that the bigger the size of production, the less the cost of production per unit, so consumers benefit with lower prices and producers benefit with huge profits. However, there is a problem. The more we get, the less the value of each product. So, I decided to stand out against mass production, which compresses time in convenience food, and I chose the second food: French fries. In fast food, people choose the method of frying or stir fry to make it delicious in a short amount of time. French fries, which are a symbol of fast food, are popular in combination with the ingredient potato, which is relatively easy to cultivate and fry. In America before the Second 16 World War and the beginning of the fast food empire, people didn t tend to eat French fries (even though they eat large quantities of potato), because they took too much effort to make. But nowadays, we can eat French fries in nearby restaurants and we can also buy frozen fries that we can cook easily at a cheap price thanks to food technology. So potato consumption has dramatically increased, and the amount of increase is mostly consumed as fried potato. To make the precious French fries, which represent mass-produced and easily obtained food, what I did was to redesign the fryer machine. This fryer only fries one piece of potato at a time, which is totally inefficient and takes a long time. I wanted to provide an opportunity to rethink the food we consume by making it take a long time to fry one pack of French fries. We can buy it for only 2 Euros in McDonalds. If we participate from the level of growing the potato, peeling, cutting and finally frying, how much will it cost? slow fast food
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April fools event in Mcadonalds, Japan
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1st object, potato peeler
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slow fast food
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2nd object, Fryer for one piece of French fry
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03.03 Customising standardised food: instant coee
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customizing instant coffee
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Instant food has not only a short preparation time, but also has the same quantity, recipe and flavour. In other words, it has a standardised flavour because it s a product composed of the same ingredients in the same quantity. So there is no failure when we just follow the instructions. We get the same result every time. However, it s different with the food we cook, which can be made to suit our taste. Actually, customers are becoming more dependent on standardised flavours. So I made a process that makes it possible to control the taste of standardised instant food. For this, I chose instant coffee and I will explain about instant coffee in Korean culture, which might not be familiar in the West. When we look into the history of coffee in Korea, there is one interesting fact regarding instant culture. Coffee first arrived in Korea towards the end of the 19th century, but it was not till after the Korean War in 1945 that people actually started to enjoy drinking coffee. It was instant coffee from the US Army and a coffee culture started from it. So it was commonplace to sell instant coffee in the cafés 17 at that time. People sold coffee with the combination of instant coffee, powdered milk and sugar, and customers chose how many spoons they wanted. From this trend, one company created a product called mixed coffee , which was a combination of 1 spoon of coffee, 3 spoons of sugar and 2 spoons of powdered milk in one bag. Since that time, mixed coffee has been popular and even now people consume a lot of instant coffee (although drip coffee is becoming more popular in the coffee culture). I also started to drink coffee with instant coffee and I still enjoy it because it makes me nostalgic like the memory of instant ramen.
17 Kim, Sungyoon. Coffee story. Salim Publications, 2004
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customizing instant coffee
So the instant coffee product in Korea is a mixture of coffee, milk powder and sugar so it has three different layers with sugar on the bottom and coffee on the top. Instant coffee in other countries has one powder mixed with different ingredients, but mix coffee in Korea has distinct ingredients in three layers, so people sometimes control the sugar by clamping the edge of the package. Coffee is an acquired taste, which means we drink it not because it has great nutrition, but it has a special odour and taste. When we look into the process of making coffee, there are many options that have different outcomes. It depends on the beans and the time of roasting, the quantity of coffee or water, the method of brewing and other flavours such as sugar, crème or vanilla. In other words, coffee has value in the way it is produced: we can enjoy the process to create our own favourite taste. However, there is no process in mixed coffee ‒consumers simply consume the standardised taste and odour. To stand out against the standardisation in instant products, I designed the process of disassembling the package of mixed coffee, and combining it again to create a personal taste.
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customizing instant coffee
Customizing instant coee
Step 1. Prepare one package of instant coee, and open it.
Step 2. Divide one package into coee, milk powder and sugar using powder sifter.
Step 3. Measure divided ingredient to personal taste. Adjust for strength,
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sweetness and taste.
extended instant
Step 4. Assemble in one personal bag.
Your instant coffee is ready!
In mixed coffee, there is a compressed process of making as well as customising. Actually, we can choose products with different flavours, but the product itself doesn t reflect personal preference. So this customising process was the time we lost in convenient food products ‒ and I want to bring it back.
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your
instant coffee
In search of lost time in the instant society
In the second chapter, I conducted various experiments using food as a tool to raise the topic of the instant society, which has an intense compression effect on time. I created objects and scenes that have the opposite characteristics as instant food, and I talked about the value of time and process in the middle of an instant time stream. However, the more I focus on the process of food preparation, the more I felt that I had overlooked the characteristics of instant food as a whole. Although I pointed out the fact that the value of time is in the process, there is another value in the results themselves, which are ease and convenience. Moreover, it is a somewhat anachronistic approach to keep emphasising slow and valuable processes under the uncontrollable speed of time. The characteristic ‘instant’ is a cultural change we cannot deny. In this situation, I decided to change the direction of my work to see the instant world from various perspectives. Therefore, I added the story of the instant result to the process so that my project can better speak about the world we are living in and introduce richer stories. My final design proposal, ‘The Fresh Instant Coffee Shop’ is both a compromise and conclusion that I found from the first year of research and experiments about the instant culture. In the final chapter, I suggest a business plan not only to actualise my concept and objects but also to transform them into a social design project.
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04 Your Fresh Instant Coffee
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Your Fresh Instant Coffee is a new type of brand that offers customised fresh instant coffee. I want to create the value of ‘fresh’ from the instant coffee, which is convenient but has a lack of aroma and taste because it has an extensive manufacturing process. Accordingly, I came up with the idea of offering freshly ground coffee but also enabling customers to prepare their coffee instantly whenever or wherever they want. In addition, I will offer various options to the customers that can satisfy their personal taste to provide a differentiated product with standardised instant coffee products.
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your fresh instant coffee
04.01 Brand story
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Brand story
your fresh instant coffee
1. your
2. fresh
The name of the brand, ‘Your Fresh Instant’, has three different meanings.
Second, fresh refers to a product without any manufacturing process or preservation, so it is in its original condition. The word fresh also has a conflicting meaning with respect to the notion of instant coffee, which is made with extensive processing, so it loses freshness. The Your Instant Coffee shop offers better-quality coffee since I take all the steps to produce coffee: choosing the beans, roasting, and grinding. Showing the customers how the coffee is made is an important value I offer in the sense that I provide deleted ‘processing’ of the instant coffee product and share its value. Thus, the word fresh includes the meaning of the process I would like to share by demonstrating how Your Fresh Instant Coffee is made.
First, your includes the meaning of customisation that satisfies individual tastes. Standardisation of the instant food product is the essential factor coming from mass production and its capacity to bring the same taste consistently. However, it can destroy the diversity in tastes and aromas that can be produced from different beans and methods. At the Your Fresh Instant Coffee shop, I offer various options such as beans, degree of roasting, sugar, and powdered milk to satisfy customers’ personal taste. Therefore, the inclusion of the word your refers to the customisation of coffee.
brand story
Brand story
your fresh instant coffee
3. instant Last, the word instant has the meaning of ‘almost prepared’, so it can be ready right away. In this sense, the instant coffee we generally know is a coffee powder that is commercially prepared so that it dissolves instantly in hot water. In that, there is an instant behavioural concept in which we achieve results with simple and quick behaviours such as opening the package and pouring water. The term ‘instant coffee’ in my brand does not literally mean soluble coffee powder but coffee that can be prepared quickly with simple preparation. What I provide as a product is a fresh coffee sachet, which enables people to use it quickly by pouring hot water over it. Thus, the word instant implies the result, which is convenient and fast. fresh instant
As a result, my brand name is a combination of conflicting words, creating a linguistic and conceptual paradox that plays on the nature of time, consumption, and what we understand to be fresh and artisanal, suggesting a new concept of instant coffee by compromising the value of the process and the convenience of the result.
04.02 How it works
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your fresh instant coffee
Mobile coffee shop
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The Your Fresh Instant Coffee shop provides customised instant coffee. Specifically, we sell coffee sachets that can be used to make coffee simply by pouring hot water over them. It is different from both normal cafés, where they make coffee to drink right away, and coffee stores, which sell roasted coffee beans. Therefore, we do not need a place where people can sit and drink coffee; instead, we just need a small space that can house a machine to produce the coffee and to do the packaging. We can use a mobile shop, which can be moved easily and take minimum space. In addition, when we consider the customer’s cycle of buying, it is not necessary to select a fixed space. People would buy coffee, for example, on a weekly basis but not on a daily basis. In addition, reflecting the characteristic of instant products that people can consume whenever and wherever, sellers can flexibly choose where they want to sell considering consumers’ needs. For instance, if the shop moves with a market that opens on a weekly basis, a seller can supply coffee constantly to the customers and obtain a stable group of customers who consume coffee of their choice.
fresh instant
How to order
The value that Your Fresh Instant Coffee offers is derived from the process, satisfaction of individual needs, and convenient results. Among them, we can satisfy individual needs by providing varying coffee tastes, so we offer diverse options to the customers.
step 1
choose your coffee beans
step 2
choose the level of roasting
step 3
choose the amount of sugar and milk powder
Coffee starts with green coffee beans. Various types of beans have different tastes and aromas, so different types of beans can complement the different tastes of the other. This step is called ‘blending’. Normally, the barista recommends mixing 2~5 different types of beans and blending them before roasting to preserve consistent taste. The next step is roasting, the most important part of the coffee-making process. The less coffee is roasted, the stronger the sour taste will be sour, and the more it is roasted, the stronger the bitterness will be. Thus, different flavours come from the different degrees of roasting. Coffee can be prepared after cooling and grinding. The last step is combining the ground beans with sugar and milk powder in a coffee sachet. People can choose the amount of sugar and powdered milk to find their ideal proportion for the coffee. After customers choose all the options, they will get a package of coffee bags that includes the number of sachets they want.
how it works
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How to order
step 4
packaging
your instant coffee is ready!
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If a seller does not have technical knowledge and ability in blending or roasting, the desired quality of coffee cannot be achieved. Therefore, the seller must have enough understanding and technique in coffee making, and they play a key role in explaining this unique coffee experience to the customers. Since it takes at least 30 minutes to roast, we offer pre-roasted coffee beans to the first customers, but people who become regular customers can pre-order their specific blend according to their individual taste in coffee.
Product we offer
Last, the Your Fresh Instant Coffee offer is a drip coffee bag that the user hangs on the cup and pours water over. The soluble instant coffee dissolves instantly in the water, but when we use freshly ground coffee, we need a brewing step in which water passes through a wide area of the coffee powder through pressure. The drip bag coffee is actually as simple as instant coffee powder since we just pour hot water on it and throw the bag away, but it is possible to brew the coffee with a simple mechanism. At the Your Fresh Instant Coffee shop, freshly ground coffee is provided in different amounts depending on how many bags people need, and they are sealed with vacuum packing. Consumers unpack the coffee bags whenever and wherever they want, hang a bag on the cup, and pour hot water over it. After the specified amount of time, they remove the bag and drink their fresh instant coffee!
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04.03 Why fresh instant coffee
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Needs
Instant coffee advertisement in Korea, 1970s
Instant mixed coffee is a symbol of the Korean coffee culture. It not only dissolves in water easily but also there is no need to prepare milk and sugar, so it is a product that reflects an instant culture. Apart from the popularity of mixed coffee, cafés have become popularised, and people have started to have an interest in the quality of coffee. In 2002, Trish Rothgeb wrote an article in Roaster’s Guild about the popularity of coffee, and he first used the term ‘the third wave of coffee’. As he wrote, the first wave of coffee was instant coffee, which played a big role in popularising coffee around the world. The second wave of coffee is people’s interest in coffee brewing and consumption of many different flavours of coffee in cafés such as Starbucks. The third wave of coffee is the latest movement, occurring among coffee ‘artisans’ who run small café businesses. They themselves roast the beans, which are imported directly from the producers, and consumers can understand the origin of the beans through transparent fair trade. Coffee artisans seek to educate people about the coffee and contribute to the community. Although the world has started to face the third wave of coffee, Korea combines the three waves of coffee, as it still has a big market for instant coffee. This shows that there are still many people who would prefer lower-quality but convenient coffee rather than searching for coffee with better taste. For those people, the Your Fresh Instant Coffee store is designed to satisfy their needs for both freshness and handiness.
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What is different?
My brand offers two different values. The first is compressed time in the instant culture, which I consider the beauty of the process. It is totally against the current situation, but we get a chance to have a priceless experience from time itself if we participate. As a part of ‘slow food movement’, many designers stand against the fast food industry and try to deliver the message. In this chapter, I articulate what my project seeks to convey and what it means with respect to the instant culture by comparing it with other works.
exploded rituals Ricardo Carneiro, who graduated from Design Academy Eindhoven, made a machine that shows the whole process of coffee making from the green beans to the production of one cup of coffee in his work Exploded Rituals. He deconstructed a coffee machine and made a framework using an open structure so that people can follow the mechanism of the machine. He talks about people’s lack of physical interaction with the objects and tries to offer a playful experience through the arrangement of a small machine. He mentioned in Domus magazine: “Taking care of the coffee process means being closer to the object and also to the final result.”
fresh instant
It is similar approach to mine in the sense that he also tried to involve the users in the process by exaggerating the physical movements. However, he was focused more on the personal rituals, while I create a result that induces instant behaviour because I am not just talking about the process but more about the process within the instant results.
Public Pies Another project that addresses the process is Public Pie, by Marieke van der Bruggen and Maaike Bertens. They prepared a dish for people waiting for pies on a bench, and people could satisfy their interest in the provenance of the ingredients. It’s not just to give you a pie. It’s a little bit about slow living; you can see directly how pure it is and you can see every step with the apple, the peeler, the dough, and the end result. So it’s a very honest thing”. They shared the process of making as a performance and sold the results through a mobile kitchen. It is important that they tried to reduce the gap between the customers and the food, and this was the direction that I chose when I first started my project because that is the value we can achieve from the food at last. However, this project also has a difference from the context of my instant project. I included another layer of usability of the result of the honest preparation of coffee. 101
why fresh instant coffee
Starbucks Beyond the story of the process, there is another meaning in the fresh instant coffee: breaking the standardisation. We passed through the era of mass production with the evolution of electric power and the digital revolution, and now we are in the middle of mass customisation, which is derived from the correlation among the different technologies such as digital and bio technologies. There are many services from the company who try to satisfy the claims about the lower quality of mass-produced food. In particular, Starbucks offers many different options, such as the beans, milk, and syrups, and customers can buy their own signature coffee. Moreover, they put the name of the customers on the cups, so they sell ‘your signature coffee’ within their brand.
Blue bottle coffee Another coffee brand Blue Bottle Coffee, is also trying to bring better coffee beans to its customers by offering various options in the process before grinding. They have various types of blended beans and methods of roasting so that people can choose among them. Finally, Blue Bottle Coffee delivers freshly roasted beans to customers’ homes. Both are interesting services regarding customisation and have characteristics in common with my project in the sense that I try to give various options within the process so that people can have not only a better understanding of the production but also better satisfaction with the results. However, my service has a difference in the form of results and level of preparation. fresh instant
Dolce Gusto Last, Dolce Gusto, which is convenient but also offers a higher quality of coffee at home, is a ground-breaking product that can be an alternative coffee maker for instant coffee users. They are similar to instant coffee in the sense that people just place a capsule in the machine and throw it away right after using it. Moreover, they can enjoy fresh coffee by a drip mechanism, and there are various options such as milk and other ingredients. It has the common characteristic of expedience with instant coffee, but people cannot drink when they do not have a machine. This means that Dolce Gusto is not an evolution of an instant product but requires a handy home appliance rather than a manufacturing machine. Many designers and companies create various objects and services to deliver their philosophy. We all work within a similar topic but have different alternatives and methodologies. My brand also has a distinct value from those of other brands, as I propose a different direction under the instant culture.
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Conclusion
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My thesis started with my personal experience about time. My surroundings and life pattern have changed since I moved to the Netherlands and I started to have a different attitude towards time. Compared to Europe, which has relatively more time to spare and takes more time to gain results, Korea seems to have an extraordinary speed of time. In this society, people put more value in the results, so people unceasingly try to compress the time of processes. In particular, instant food, which has only the function of satisfying hunger while erasing the time of preparation, is a symbol of the instant society to me. I was curious about why we waste time under the instant society and how we can recover from it. Therefore, I started to experiment with two elements, food and time. At first, my direction with food and time involved comparing food preparation with instant food and the inefficient hand-making process. With different procedures with the same results, I tried to see the easily consumed food from a different perspective. In other words, I created an exaggerated process so that people would focus on and feel the spectacle of changes in food. Under the instant culture in which everything goes really fast, exaggeration and a sense of humour are a good way of bringing the message. When I first showed a way of cooking that was slow and complicated, the value I wanted to share was quite clear. The slow food movement shows that we can increase our quality of life by putting more effort into what we eat. Being closer to the results can have value itself, and I was trying to share this message in my own way.
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I was able to share the value of slow food, but I questioned what my project would mean if I added a layer of instant context. Instantaneousness is a mirror of time that reflects a way of life. It is not just a negative food culture that has only the functions of supplying food and lowering its quality. I needed to understand the hidden side of the current situation in which people still love instant food even though they can afford better-quality food. A culture critic, Jung Gwon Jin described a cup of noodles as a cup of young people s life in the city in his book Cross. The city culture, which is described as a busy and continuous consumptive life without enough time for eating, makes people dependent on instant food. Under the circumstances that reflect life, only the slow food movement can be an echo in the air.
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Thus, my final design proposal is a combination of the value of the process and results. The object I designed means sharing the whole process of production by visualising the movement of coffee beans. From a critical viewpoint, the whole process serves as a final product, and it can be criticised as offering another type of consumption as an alternative to the consumptive coffee culture. However, it was a methodology not designed just to make a profit but to communicate and share the value I create. I designed the object to be used anywhere, so the object itself can bring the aesthetic of the process to the people. In addition, instant coffee mix is popular not only because it is convenient but also because it caters to people s own taste. In other words, an instant product that I only described as handy also has diverse advantages, and I somehow overlooked this part in my thesis. To make my project more persuasive to the instant food user, I have to find a better mixture of sugar and milk with freshly ground coffee. Your Fresh Instant Coffee has to have not only a fresh quality but also ultimate taste with three different ingredients.
People drink coffee with their preferred taste and aroma. It can be described as a science like that of wine and other drinks. If I really want to bring my service to the market, I need to study more about coffee, packaging, and the mechanism of coffee production. In addition, collaboration with specialists is essential since all products should be designed based on fuller knowledge and diverse experience in the field when it is delivered as a service. From this experience, I realised that I need to communicate with more people and move one step further through feedback; then it can have a greater social impact. The Your Fresh Instant Coffee shop is not a project that shows whether instant food is right or wrong; rather, it has meaning in the sense that it offers a chance to think about the instant culture from many different aspects. Through my project, I hope that people will take a moment to think about their attitude under accelerated social changes.
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