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THAI CREATIVE FOOD COMMUNICATION DESIGN
BACHELOR’S DEGREE OF GRAPHIC AND VISUAL COMMUNICATION DESIGN
DECEMBER 2012 RESEARCH AND PROJECT BY ALISHA PATURIYAVET
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INDEX
Chapter 1. INTRODUCTION
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Chapter 2. REVIEW OF THE LITERATURE
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I. The social problem ‘losing identity of eating culture’ in Thailand II. The Creative Food and Design, The benefit and the relativity of creativity, design and food culture III. The method of the involvement to target by Design and Communication tools
Chapter 3. METHODOLOGY
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I. Concept and Structure of the process II. Criteria
Chapter 4. PRESENTATION OF THE PROJECT
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Chapter 5. DISCUSSION, ANALYSIS AND INTERPRETATION OF THE DATA
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Chapter 6. CONCLUSIONS
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BIBLIOGRAPHY & WEB RESOURCES
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Chapter 1. INTRODUCTION
Nowadays, technology has made it possible for almost everywhere in the world to manufacture similar products and services. Differentiation, consequently, comes from knowledge and creativity applied in the manufacturing process, thus, creating unique and diverse products to serve both local and global consumers. Entrepreneurs who succeed in this new environment, therefore, are not those who own natural resources, cheap labor or low-cost capital; they are the ones who own ‘creativity’ that can turn manufacturing factors into products and services that overcome those of their competitors. Thailand’s future economic wealth, similar to other countries, relies on creative people or the ownership of creative rights, which will generate endless jobs and income. Therefore, Thailand must head towards the creative economy, which is an economic system driven mainly by creative entrepreneurs, as it will generate employment and larger tax base for the government, enabling Thailand to maintain its sustainable economic growth. Creative entrepreneurs does not only include those in arts and design, but also those who gather knowledge, talent, technology and the aesthetic of culture and arts and turn them into valuable and distinguished products that serve the needs of each group of consumers. To create such creative entrepreneurs, environment and public activities that bring inspiration and learning are key factors that need to be implemented along with the general education and state policies that support the creation 5
of thinkers who can be nurtured into creative entrepreneurs. This is what the governments of various countries are implementing under the ‘Creative City’ policy.1
The fact of Creative Economy is the value of world exports of creative goods and services reached US$ 400 billion in 2005, representing nearly 4% of total world trade. That’s made the Thai government has the question as When ideas are the real assets, what are our creative strengths? How can we connect them with global trends to create new business opportunities?2
From 2009, Thai government has launched the new policy to carry forward on the new business as “Creative Economy” and related to the concept that planned to created Bangkok city as ‘Creative City’.
Until now, Bangkok and also included Thai’s creative people have launching the event project and branding products that follows to the government policy as creative business in several categories. The most successful of Creative Economy line of Thai product would be in the category of Spa and Cosmetic product such as ‘Earb’ and ‘Panpuri’ brand, Thailand herb cosmetic and spa esthetic product which using organic herb and ingredients under the concept of pure Thai Natural ingredients used which brought the identity of Thai’s herb into the product strongly. Those of brands were used to promoted in the international market like New York in the recently year before.
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Creative Thailand, Creative Thailand, http://www.creativethailand.org/th/about/about_creativethailand.php Creative Thailand, “Bath & Brain” exhibition, http://www.creativethailand.org/en/news/news_detail.php?id=12
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Meanwhile, Not exactly focus on the word of ‘Creative’ but mainly of the income from the international market mostly came from Food category product. Thailand got the statistic of exporting processed food product and processed core ingredient and raw material such as Thai Jasmine Rice, processed frozen food as Shrimp and Thai Food ready-to-eat meal to almost in Europe and Asia. Moreover, The Thai restaurant business has settled and also popular and growing in each year.
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«WE ARE WHAT WE EAT» Ludwig Feuerbach
«REALITY IS, AT FIRST, NOURISHMENT» Gaston Bachelard
“Food Culture” in Thailand is the one of strong identity, which has long history and the original style which either interesting, and being the strong identity of Thailand.
Compared with South East Asia neighbors Thai’s Foods was ranking in the food which almost of the people in the world recognized as the top world ranking. From the Michelin’s guidebook that awarded to the modern Thai Restaurant in Copenhagen, Denmark named “Kiin Kiin” Restaurant could be made the international level of Thai Food got in the high position in the world class’s cuisine.3
In fact, from the value of world exports is approximated in 1.3 Million Dollars US in 2011. The growth rate is 23% compared with last year.4 The most exporter of the world came from Europe as 41.2%. Focus on the South East Asia, Thailand holding the export rate of the world as 3% compared with the big competitors like China (4%) and the close neighbors,
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Kiin Kiin –Michelin restaurant in $city. http://www.viamichelin.com/web/Restaurant/Kobenhavn-2200_NKiin_Kiin-174216-41102 4 Global Trade Atlas, Research of Food Institute, 2012. http://www.gtis.com/GTA
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Indonesia, Malaysia as the same 3%, which on the same level in the same Asia.
In Thailand, The value of export is approximated in 965 Billion Bath (32,100 Million Dollars US) compared with the world exported rate as 2.97%. Thailand nominated to the world ranking in 8th rank in the world of the exporter, included exporter from Europe.
During recently of 5 years, Thailand had holding the market share of Thai food from the world market’s share. Unless, Thailand having share market in the world market’s share, Thailand also growing continuously from exporting Thai’s food too. There’re also the record which shown that some of category in Thai food has been ranking in number one of the world’s exporter. Such as the main exported products in 2010, Especially Rice product having the value of export as 168 Million Bath (or around 5 Million US dollars) 26% of world’s market and Shrimp got the value of export as 101 Billion Bath (3 Billion US dollars).
From those of factors, if looking for what category of product from Thailand will be strong and acceptable from the international market it could be definitely ‘Thai Food’ category.
Despite, Thai Food and Thai restaurant had remarkable in the international market but under the concept of ‘Creative Economy’ of Thailand, it would be surprise and would be the problem in the same
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time that in fact, there’re just a few of producer in Thailand producing the product as ‘Creative Thai Food’ related to the concept of ‘Creative Economy Thailand’.
Thailand has the popular ‘Food Stylish’ called ‘Karb Studio’, two of creative branding of food. Both are producing ice cream. One is called ‘Icedea’ that producing the creative ice cream in several kind of menu with the concept of making ice cream with fun and playable. The other brand called ‘iberry’ that also producing Thai Style ice cream and expanding the business as chain business allover in Thailand.
Unfortunately, mostly of Thai people prefer to choose the international product and those of brand became the most popular food and beverage products in Thailand. The most successful business of the international food in Thailand came from Japanese food and beverage of growth food business. From the research of the most selling beverage in Thailand, the company called ‘Oishi’ company that selling the product of Japanese green tea beverage became the most successful and popular in Thailand. Now a day, Most of the teenagers in Thailand are drinking Green tea as the usual drinking culture.
In the another hand, the most expanding food business chain in Thailand belongs to ‘Hachiban’ Japanese company that producing the Japanese
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noodle shop brand called ‘Hachiban Ramen’ has 88 chain 5 restaurants allover in Thailand. Moreover, in the field of trendy eating culture business, in 2011, American Donut ‘Kristpy Kream’ has been opened the first shop in the center of Bangkok and the feedback was incredible successful. Counting from the time of queue average 2-3 hours or more!? From the first week when the shop was opened. And in the first period when ‘Krispy Kreme’ was launched has became the most talking in the town even the radio or in the television press would be talking about this favorite donut eating culture in the same time. If counting in coffee culture, absolutely ‘Starbucks’ became the successful business in Thailand as well.
Even though, when compared with the selling price of those trendy food and beverage products with income of middle class of Thai people in Thailand was absolutely not related to each other. For the example, the average of salary of the normal employee in Thailand is around 300-400 Euro per month but most of the teenager employee could effort the selling price of those trendy products. The average of a bottle of Japanese Green tea = 0.50 Euro, a cup of Starbucks = 3.5 Euro, a piece of Krispy Kreme Donut = 0.70-1 Euro.
The point that should be noted is even in the middle class people in Thailand that earning not much income prefer to spend an extra money to buy the products for trendy eating. If those of trendy eating products have been producing as the national brand, it would be happy for the economy of Thailand but unfortunately almost of the products are came
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Hachiban Ramen, Oversea branches statistic, hachiban.co.jp, 2008
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from the multinational corporation that made the business owner has to pay for the franchise fee to each brand founder to each foreign vender. That’s means the national income would flow to other country not restrain in Thailand. And this is the second problem that the new generations in Thailand going to losing the national identity from choosing to consume the import product instead the national product and it might be having some question in someone’s mind in Thailand like…
“Why the typical Thai food and sweets culture can not create as the trendy brand for trendy eating Thai consumer?”
“Why the policy of ‘Creative Economy’ could not make the relation with Thai Food culture?”
“Why no one want to produce Thai eating culture as new trend of eating but still confiscating based on strong Thai culture?”
“Why there’s no one try to communicate with social in Thai eating culture as ‘creative way’?”
Yes, From those wondering questions that appeared on my mind made me thinking about “How possible to make typical Thai Food or Thai Sweets
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culture looks more creativity, looks more attractive.” and this is the based of the concept of “Kin Kan” project.
The meaning of “Kin Kan” is the words of Thai language meant to “Let’s Eat Together” that repeated the point of the concept of the project again as the objective of this project is intends and persuade consumer to make understanding and know more about Thai food culture by produce the product based on using the graphic communication tool as printing publishing under the concept of “Playable with Graphic and information on Thai food’s inspiration” to solve the problem of losing identity of eating culture in the teenagers target group in Thailand and promoting the new eating culture and new creative looks of Thai food and sweets culture both national and international market in the same time.
This playable printing publishing project with Graphic and Thai food culture will guide you to the story of eating culture of Thailand, let you know more about the type of food and sweets in Thailand and more than that this communication tools will make you play with Thai eating culture with Graphic Design.
Buon Appetito!
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Chapter 2. REVIEW OF THE LITERATURE
This research had divided the literatures in 3 parts, I. The introduction of the problem analysis ‘ the losing the identity of eating culture’ in Thailand, which concerned to the problem of the decreasing of the young generation who understands about Thai’s eating and food culture. II. The concentration of literatures about ‘eating culture’ and how Food could be interesting in creative way, which could bring it up to approach in Food as creative style. III. The methodology of problem solving and the possibility to achieve to the objective of the project.
I. The problem analysis ‘the losing of the identity of eating culture in Thailand’ In the past, they usually believed that ‘Only the rich and wealth country could be make the great culture’. But recently, the believed has been changed to ‘the country which has strong culture could be make the money and wealth’.
Thailand is the one of the country, which has the long history and culture from the past as the kingdom of Thailand has been dated at 230 years (not included the foundation of the first Thai or the old named as Siamese state is traditionally considered to be the Buddhist kingdom of Sukhothai, which was founded in 1238, in the 12th century, which could be more than 700 years).6 Based on the analysis data the culture that be the importance identities of 6
The history of Thailand, 2012, http://en.wikipedia.org/wiki/Thailand
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Thailand had divided in 6 categories as 1) Language, 2) Food and Eating, 3) Religion, 4) Living, 5) Clothing and 6) Art. In each category having the charming of Thai’s style itself. But the big problem that Thailand has facing recently is now is the new teenagers in Thailand are don’t know exactly about the identity and the culture of their own country.
From below research data would summarized about the big changing of culture in Thailand that affected to Thai’s culture and the value of the market that replaced by international culture. Especially, in the category of Food culture, which has huge potential to earn the profitability in the national market but it was replaced by international foods like Japanese, Korean food, Donut and Pizza which generated the big value and profit to the market related to their main target as Thai’s teenager between the ages of 15-30 years.
The point that should be considerable is when the huge size of market that supporting by national consumers like ‘Food culture’ has been replaced by ‘International food’ and the new generations or the existing teenagers in Thailand already educating and living with ‘International Food’ culture, how Thailand can create the new generations that know well about the identity of Thailand with the less resource for the education and environment about Thai Food while they was surrounding by the environment of the international food’s market.
Meanwhile the food culture market is still yet huge potential profitable market.
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The examples that presented in this research would presented that more than 10 years from the end of 90’s century Thailand got big changed of ‘Food culture’ from at least 3 kinds of 3 trendy international culture that effected to ‘Eating culture’ as ‘Japanese Crazy’, ‘Korean Crazy’ and ‘Donut Crazy’.
The big wave of changing the culture from the past was happen in the end of 90’s, the peak of Japanese trend came in Thailand around 1998-2002. The teenager in Thailand addicted in Japanese’s style of Fashion, Hair Style, Music and the idol from Japan. The Japanese language has put in the education program form high school level in Thailand for the benefit of using in term for the dealing of business in the future. (Before Japanese would come to be one of the education programs, French and English are the basic of study language in high school’s education program in Thailand). From the popularity of Japanese trend on that time, the popular of Japanese culture in term of Fashion and Entertainment had replaced by Korean culture in the follow year. But the interesting point is ‘Japanese Food Culture’ still being the one of Japanese culture that still keeps growing and being the core business of Japanese culture until now.
Meanwhile, In the restaurant market there’re the Japanese restaurant named ‘Oishi’, which produced by the national Thai company named ‘Oishi’ group company has been produced the Japanese restaurant and got the market shared in 50% with the value as 11,000 Million Bath (or around 276 Million
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Euro) with 15% of business growth 7 . ‘Fuji Restaurant’ one of the most successful and the pioneer company that produced Japanese restaurant in Thailand got the amount of sales per branch as the average of 2-3 Million Bath (or around 50,000 – 75,000 Euro) and the total of branches in Thailand as the target of the estimation as 85 branches (from the existing 70 branches in Thailand) in the end of 2012.8
From the research of Thai’s banking company ‘Kasikorn Thai Research Center’ found that Thailand had 660 shops of Japanese food from all over the country, which ranked in no.5 of the world next below USA, China, South Korea and Taiwan. The main target of Japanese Food Restaurant business is Thai’s middle class who has average income around more than 15,000 Bath (or 380 Euro), which the average salary in Thailand and the average of age is around 15-30 years. 9 The segment of the targets that consuming Japanese Food are combined with Thai’s consumer as 60,000 people and the other left is came from Japanese consumer who living in Thailand.10
The green tea beverage’s market in Thailand also be the one of big value international food category in Thailand even the green tea beverage has been producing and selling by Thai company but they still keeps the growth of the business as 20% in each year and the green tea business has
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Prachachart Business Newspapaer, Thailand, May 2012, ‘The competition of new face from Japanese Restaurant Business’ , http://www.prachachat.net 8 Thai post, Newspaper, Thailand, July 2012, ‘Fuji restaurant as the global brand’, http://www.ryt9.com/s/tpd/1450410 9 OK Nation online Newspaper, Japanese Food Business in 2007, April 2007, http://www.oknation.net/blog/print.php?id=25751 10 Siam Thurakij Thai Business Newspaper, April 2007, ‘The saturation point of Japanese restaurant business in Thailand’, http://www.siamturakij.com/home/news/print_news.php?news_id=2955
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expected to be more growing increase to 30% by estimated in the end of 2012 as the market value in 13,000 Million Bath (or around 330 Million Euro) per month.11 The company that has the big market shared in Thailand also came from ‘Oishi’ company and the big consumer target of green tea for ‘Oishi’ company is the teenagers average age from 15-25 years.12
The next trend that came follow next to Japanese trend is Korean culture in 2005 until now. The Korean trend was came with all packages of culture. In the beginning it started from Korean’s series and Movie culture, K-Pop, the idol brand, Beauty and Cosmetic’s products and Food culture. The market shared that Korean earning from Thailand has the highest percent as 60%13 of Thai market from ‘Culture Trading’ such as Entertainment business, Game online, Fashion and Cosmetic’s culture. Meanwhile, from the flow of Korean Entertainment effected to Korean Style ‘Eating Culture’ that made ‘Korean Food’ Business in Thailand also keeps growing in the same way as Japanese Food the status of the business growth in 2009 found that Korean business has growth rate as 3-5% form the whole market.14 For the example of the Ice-Cream Yogurt from Korea brand ‘Red Mango’ has produced their franchise and invested shops in Thailand and earn the profit from Korean yogurt business as 120 Million Bath (3 Million Euro) per year in 2011. The main target of those business also the same as Japanese culture business
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Khaosod, Newspaper, June 2012, ‘The extremly growth of Green Tea’s market, Ichitan company happy with the new product in no.2 ranking’, http://www.khaosod.co.th/ 12 Siam turakij Newspaper, May 2012, ‘The king of Japanese Food’, http://www.siamturakij.com/home/news/display_news.php?news_id=413360219 13 Thansedthakij Newspaper, ‘Japanese wave had swash out by Korean wave’, August 2012, http://www.thanonline.com 14 Bangkok Business Newspaper, ‘Restaurant Business looks decreasing in 3-4%’, May 2009, http://www.bangkokbiznews.com
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has the group of consumer around 15-30 years and the average of income around 15,000 Bath (380 Euro) per month.15
From above of data and research was interpreted that in Thailand the big both size and value market of one kind of culture came from ‘Food Culture’ that hard to die from the market compared with other categories like the entertainment business or clothing business.
Moreover, the more big wave that changed the trend of teenagers again was came in 2011 when American Donut named ‘Krispy Kreme’ donut was set their oversea branch in Thailand. The achieved effectiveness that came with the first period of the opening is the waiting time more than ‘2 hours’ of queue for buy the donut and the consumer can buy just only the 12 pieces of the box of donut with the price that started from 27 Bath (0.70 Euro) per piece and 240 Bath (6 Euro) per box16. Even how hard to queue for waiting to buy just only 12 pieces of donut but most of the teenagers in Thailand be willing to wait for that and the worst than that there’re some of shrewd merchandiser make the business from the queuing for buy Krispy Kreme Donut by charge 5 Euro17 the money for ‘queue service’ or collected those of donuts and selling in their own shop like standing vender on the street with +5% profit on selling price for the teenagers who really want to try on Krispy Kreme but lazy to queue for buy in the long time. From the recently market shared data of
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Bangkok Business Newspaper, ‘The expantion plan of the most popular Japanese-Korean style Food, Ice cream and Beverage business in Thailand’, Febuary 2012, http://www.bangkokbiznews.com 16 All about retail in Thailand, ‘Krispy Kreme, Today we are not just only the trend’, December 20120, http://thaireatail.blogspot.it 17 The posioing magazine, ‘Ussani Mahakijjasiri, the long queue couldn’t measure the achievement’, November 2010, http://www.positioningmag.com/magazine/details.aspx?id=90073
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Krispy Kreme has got the market shared in Donut’s market in Thailand as around 1-2% from the value of Donut’s market in 2,000 Million Bath (50 Million Euro),18 which mean the market’s value of Krispy Kreme should be around 40 Million Bath (1 Million Euro) of market value. Why ‘Krispy Kreme’ could build the big wave of eating culture in Thailand? From the research of Mika dewid-Douglas, Professor in the subject of Business Marketing from Raffles International College in Thailand had resulted about the Krispy Kreme under the theme of ‘Is that Krispy Kreme really has a good taste or it just only the trend?’ by blind taste test between Krispy Kreme and 2 kinds of donuts from the competitors brand with 550 people who queuing for buy Krispy Kreme in Bangkok found that the connection of taste related to the reason that made Krispy Kreme got the popularity from the consumer. The result found that 40% of consumers choose Krispy Kreme because of the taste included the sweetness balance, texture, flavor and smell of donut. The second reason is the interesting in ‘Brand’, 19%. The third reason is ‘The Freshness of the brand’, 12%. Besides the research, the ratio of the purpose to buy Krispy Kreme in 66% is buy for their own and 17% is buy for distribute and sell to other place. When segmented about the type of consumer who buying Krispy Kreme found that 81% of consumers are already knew about the brand and being as the existing consumer for Krispy Kreme. From 302 consumers of 550 consumers found that 55% of consumer ranked Krispy Kreme as the no.1 tasty donut in Thailand. And the result of the score of the
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Thai Franchise Center, ‘Krispy Kreme want market shared just only 2%’, September 2010, http://www.thaifranchisecenter.com/info/show.php?etID=1044
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taste of Krispy Kreme is about 372 consumers (67%) said that they gave full score to Krispy Kreme in the term of the quality of taste.19
From above resulted the conclusion of the popularity of Krispy Kreme could be ‘Brand Reliability’ that came with the trustable of taste. Second is the flow of ‘the trend’, under the questions as ‘Why this product is so delicious?’, ‘Why people could be attempted to queue more than 2 hours?’ could convinced the new consumer come to taste automatically that their might not realized about the money that spend to buy this product and at least this reason could hit the consumer in almost 20% of all consumers.
This kind of behavior could call ‘Consumerism ‘by ‘Social Value’. In the part of Food Market, it could be replaced by the words of ‘Trendy Eating culture’. Almost of consumers is might consuming ‘the trend’ by unrealized themselves.
Especially, in this social media world, the more that ‘Like’ bottom was hit in the pictures or the story of the brand on the social network like Facebook, Twitter, Istragram or even Pinterest that could be easier to create the ‘Trend’ without commercial fee and the more it popular the more that a lot of people had convinced to purchased or try on automatically without consciousness that it really good or not.
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The Manager Business Newspaper, ‘Raffles resulted about Krispy Kreme got the taste or just the trend’, May 2011, http://www.manager.co.th/Campus/ViewNews.aspx?NewsID=9540000054275
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Pictures references: Samples of International brands of Food products in Thai’s market 01 20
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20 01: Packaging City, ‘Case Study of Green Tea packaging’, January 2010, http://packagingcity.wordpress.com/2010/01/ 02: Red Mango, Ice cream yogurt product, www.redmango.co.th
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Pictures references: Samples of International brands of Food products in Thai’s market 02 21 03
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03-04: Krispy Kreme Donut, http://www.krispykreme.co.th 05: queue for waiting to buy Krispy Kreme Donut.
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From the changing of eating culture could be summarized in 2 categories as 1) International Restaurant that the most popular business is ‘Japanese Restaurant’. Japanese food culture that made as the core of restaurant business in Thailand got 60,000 Thai’s consumers, got the value of market around 11,000-14,000 Million Bath (276-350 Million Euro) and have the growth rate around 15-20% in each year. 2) Sweets business that got the big wave of trend by ‘Krispy Kreme Donut’ even only around 1-2% of market shared but the value of the market could earn around 40 Million Bath (1 Million Euro). Meanwhile the whole market of Sweets product especially ice cream market got the market value as 15,000 Million Bath (380 Million Euro).22 The above-summarized data could be interpreted that the potential of Thai restaurant business replaced by Japanese restaurant business, which has the value around 11,000 Million Bath (276 Million Euro) and the sweets business had replaced by donut business, which has the whole market value around 2,000 Million Bath (50 Million Bath) and the big wave of ‘trendy eating’ like ‘Krispy Kreme’ brand got 1-2% of market shared = the value around 40 Million Bath (1 Million Euro). Those figures could be explained that how much of the market value that Thailand losing from the effectiveness of the changing of ‘Eating culture’.
The main concept of this project will concern to the food because ‘Food Market’ is huge and still have the potential and growing all the time.
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Siam Turakij, Thai Business Newspaper, ‘The weakest point of Ice cream market’, May 2011, http://www.siamturakij.com/home/news/display_news.php?news_id=413353188
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Follow to the Thai government’s policy from 2009 that will change and educate Thai’s young generation and develop Thai’s economy market as ‘Creative City’, the one of the importance thing that will help people especially the young generation who will grow up to develop this country should realize about their country ‘Identity’, what is the strong point and charming point of ‘Thai Culture’ and apply to the creativity skill. If Thailand will create the product that made by the value product, why not thinking about support Food product as Creative Brand? Because of Thai Food is already accepted in the world’s market like Thai Curry named ‘Massaman Curry’ already got no.1 ranking of ‘World’s 50 most delicious foods’ from CNN GO 23 that resulted from their pool. But in the national market it’s contrasting itself.
Pictures references: Massaman Curry24
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CNN GO, ‘World’s 50 most delicious food’, July 2011, http://www.cnngo.com/explorations/eat/worlds-50-mostdelicious-foods-067535?page=0,0 24 06: ‘Massaman Curry’, Real Thai recipes, http://www.realthairecipes.com/recipes/massaman-curry/
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‘Eating included Food culture’ is the culture that everybody consuming everyday that’s why it should be the most importance culture that currently young generation should be consider and get the opportunity to educate in this time to make them get realize and understand the charming point of the identity of Thailand in the same time.
From the point of social problem above the research would connected the point of the problem to the concept about how to educate people in Thailand know more and realize about the good point of Thai Food and eating culture, according to the base of the development of Thailand to ‘Creative City’.25
Before produce or create ‘Creative Thai Food’ the consumer in the market that already consuming International Food as usual should be educate and communicate by the publication tools. If Thailand want to create the creative brand, it should start from educate new generation with creative information to keep the resource of knowledge and the conscious about be proud of Thai Food Branding in the first step.
II. The Creative Food and Design,
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Crative Thailand Organization, ‘Bangkok Creative City : Skills Mapping’, November 2009, http://www.creativethailand.org/en/news/news_detail.php?id=1
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II. The concentration of literatures about ‘eating culture’ and how Food could be interesting in creative way, which could bring it up to approach in Food as creative style.
Today, We cannot ignore that Food is the main factor of living. Looking on the social network’s pictures in twitter, facebook or istragram more than 50% of photos came from food captures. The reason is people also not ignored to seeing good looks of food and they enjoy seeing what their friends are eating or cooking. Because of there’re some of theory that explained about the reason why people loves food, it’s beacuase Food could make human happy from the first contact with the seeing sense.
Is that Food really makes people feels happy? The answer is ‘yes’. From the proved of science result, The brain uses neurotransmitters as communication signals to communicate with the rest of your body and to issue its commands. "Beat, heart!" the brain says when it sends octopamine to receptors located in the nerve fibers that make up the cardiac muscle tissue. 26 The same goes for keeping our moods stable. Two types of neurotransmitters are responsible for our moods: inhibitory and excitatory. Excitatory neurotransmitters like norepinephrine stimulate our bodies and minds. We get worn out after being amped up for too long, though, and so this type of neurotransmitter can actually lead to unhappiness. Inhibitory neurotransmitters like serotonin exert a calming influence on our minds, in
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Johnson, et al, Modulation of Drosophila heartbeat by neurotransmitters, 1997, http://www.ncbi.nlm.nih.gov/pubmed/9120070
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part by counteracting the effects of excitatory neurotransmitters. Ultimately, the best moods are found when there is a balance between these two types. These mood-affecting chemicals aren't made out of thin air, however. Compounds found in food create them, and some foods are better at helping neurotransmitter production than others. We'll call these happy foods. Typically, serotonin is the neurotransmitter most linked to happiness, since you need it to regulate sleep and pain. It's also a powerhouse at counteracting excitatory neurotransmitters.27
Meanwhile, Food made you happy from their structure of ingredients and health nutrition’s factor contains from each food ingredients based on science’s facts. But don’t forget that the human still having the one of the most importance sense is the visualization. Some of food made people happy by eat, but there’re also some of food made you happy by looking and eating even it has low benefit of nutrition for your health.
There's a big difference between foods that contain compounds that can physically affect your brain chemistry and foods that just make us feel good. Foods in the latter group are called comfort foods. While foods that produce physical happiness affect our physiology, comfort foods provide happiness on a psychological level. When you're down in the dumps, however, you probably won't care about the distinction, as long as you feel better.28
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Neurogistics. "What are neurotransmitters?" Accessed June 3, 2009. http://www.neurogistics.com/TheScience/WhatareNeurotransmi09CE.asp 28 Josh Clark, “Can food make people happy?”, science.howstuffworks.com, http://science.howstuffworks.com/environmental/life/inside-the-mind/emotions/food-happiness2.htm
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Psychological studies have turned up evidence that the comfort foods we crave are actually artifacts from our pasts. 29 We all have memories of happier times, and by eating foods that remind us of those times, we symbolically consume that past happiness. Comfort foods can also be linked to specific people in our lives: Eating a specific food that a loved one favored can produce happy thoughts by triggering fond memories or associations of that person.30 This makes comfort foods fairly unique to each individual. If your childhood birthday parties represented the pinnacle of happiness for you, you'd likely crave birthday cake or some variation of the dessert when you're blue.
From the based of science’s fact, Food and Emotion had been making the relation to each other even from all of the human senses even it could be the happy foods or comfort foods. Those of data could be enough explained that ‘Why most of the people happy to see and eat good food’.
And because of the visualization of the seeing sense of human is the beginning and become the first attract to make the touching of sense. The ‘looks’ of the food would be the most importance factor to the decision of why the creators around the world choose to play with Creative and Food Culture.
Food Culture and Design, Today food culture and the culture of taste are no longer simply limited to the plate alone. It goes beyond what you are eating
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Kirsten Galisson, Food for Comfort,January 01, 2001, http://www.psychologytoday.com/articles/200101/foodcomfort 30 Jay Dixit in Brainstorm, “Chop Suey, American Comfort Food”, March 2008, http://www.psychologytoday.com/blog/brainstorm/200803/chop-suey-american-comfort-food
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or cooking. It also transcends the world of food itself. Satisfaction not only for your mouth but also there’re a lot of creators in this world using the creative way of design merged in the charming of Food culture by using art, design, films and books, providing food lovers with an overall experience and culture perspective. Simply put, it's stimulation for all five senses. Not only tasting but also good looking could created the good connection and the good beginning of the way to persuade the visitor and consumers come to touch the product as well.
They say food is life, but to today's purveyors of consumer goods it is also a source of inspiration and a key to the latest hot-ticket, the newest trend. We are bombarded with an endless array of new food products: genetically manipulated produce, exotic foodstuffs (with equally exotic taste sensations), and computer-generated pasta shapes. And complementing this passion for all things edible are designer restaurants, tony supermarkets, and stores selling specialized and expensive kitchen equipment. This British publication documents the food phenomenon with more than 100 eye-catching photographs and eight essays by notable design professionals, like Ettore Sottsass. (One essay, Paolo Antonelli's "Design Bites," was expanded from an article that originally appeared in International Design in 1998.) Although the book is light (or "lite"?) on text, its premiseAthe unprecedented confluence of food and artAmakes it a worthy candidate for most design libraries.31
31
AMargarete Gross, Chicago P.L., Copyright 1999 Reed Business Information, Inc., Editorial review from ‘Food: Design and Culture by Claire Cattrel, 1999.
30
Food: a source of creative inspiration Few people are aware of the difference designers make to our experience of eating and their potential role in organizing the food chain and helping us to understand issues around what we eat. Even designers themselves don’t yet see all the opportunities, Marije Vogelzang, The eating designer from Netherland says. “Although designers design for people, they often overlook the food that keeps us alive. Designing for food is an area where exciting collaborations are possible between designers, farmers, scientists, politicians and chefs.32
Since, food was strictly a cultural matter but traditional comforting rituals are now giving space to the excitement of novelty either imported from other cultures or simply introduced by new brands. This fascination with novelty is a key element in the development of new food products. The competition is fierce on the shelf and brands have very little time to make their appeal before being replaced by other new ones. In the current market, global brands transcend local values and are dictating new rituals. Food culture freed from strict national references, take freely mixing genres and pave the way for experimental cuisine whose sources of inspiration are diverse and from all over the world.
Today, the art of the table, like other artistic expressions, is more transversal than ever, Food is an endless source of inspiration. It implies many design fields. Stores, packages, dishes and food shape itself are no longer perceived as strictly functional elements but as part of the overall food 32
The Netherland Institute for Design and Fashion, ‘Food Culture’ A new exhibition by Premsela at Designhuis, Netherland, 2012, http://www.premsela.org/en/exhibitions/food-culture/
31
experience. New technologies and new materials also promote the emergence of innovative approaches to food preparation and presentation. The boundaries between science, art and tradition are disappearing to give way to more experiment and surprising cuisines.
Who said to stop to play with our food anyway? Why not enlarging the experience to trigger all other sense by building a playful story around the brand. After all, food is a source of ‘joy’ and why not including ‘fun’ in all the aspects around it. If brands aim at being distinctive, shouldn’t they propose a bit of happening in their products? If food has been, for a long time, perceived as a very serious matter, what we see more and more today is the free introduction of humor in food culture. Borrowing visual aesthetic codes from other sectors [where] designers today are proposing new stories and rituals transforming humdrum meals into ‘fun’ and ‘exciting experiences’.33
Therefore, Food makes human happy and Human also happy to looking on Food. From this connection would approached that there’re a lot of potential and possibility to play on Food as ‘Creative Way’ in several methods to make the changing of the product of food, which not just only delicious by the sense of taste but also the enjoyable with the sense of seeing and touching or even the sense of hearing are included in the Creative Food and Design’s way. The playing with creative food always ‘Fresh’ and there’re the possibility to create the new trend of eating or consuming the food product as well.
33
Viction:workshop ltd. (2011), Appetite for Design ‘EAT ME’ product, packaging, art, branding, interior, Hongkong: Viction:workshop ltd.
32
Look over on the creative people from all over the world, the increasing of Food stylish, Food & Design decorator, Food Illustrator, included Stylish Food Blogger even the designer who called themself as Food Designer and Eating Designer were increasing year by year. From the example below showed the example of creative works and creators that collected data from all over the world that explained the more visions about how food could be creative and playful. The playing with human sense could be resulted to the end of consumers to learn and experience about food & eating culture naturally.
Marti Guixés, Food Designer, Food conceptual designer from Spain, who has sensitivity towards materials that are quick, readily available and oriented towards mass consumption led him to become an important innovator in food design. He understood food design as a way to re-evaluate and redesign the structure around food, the industry and the consumer. Void from nostalgia, food for Guixé is primarily an edible designed product, an object that negates any reference to cooking, tradition and gastronomy. His concept is about to renovated the new style under the concept of ‘Food Design makes possible to think in food as an edible designed product, an object that negates any reference to cooking, tradition and gastronomy’.34
Marije Vogelzang, Eating Design, Food conceptual designer, writer and organizer from Netherland. Merije calls herself an “eating designer”. Her work focuses on the activity of eating, its cultural background and the emotions
34
Marti Guixés, About Food Design, http://www.food-designing.com/about.htm
33
around it. Over the past 12 years, she's opened two Proef restaurants, written the book Eat Love, and designed dinners and workshops. Marije found that when the human eating they would got the experience while having meal even by single or by the group as she said in her concept about ‘eating experience’ as Eating experiences can be dinners, lunches, midnight snacks, tiny bites or large meals. Sometimes the experience focuses on the effect of food on the human body or on our memory. Some experiences require other people, some can be enjoy alone. We make eating experiences in our own studio Proef but also on site. The main focus is is people and food.35 From this concept could be oriented and educate people about the eating culture by takes action together.
Arabeschi di Latte, Design group organizer related with Food based on Italian and others identity of foods, Food design, event, the organizer of exhibition from Italy. Approaching about the concept of ‘Daily sense of Happiness’ to the idea of the creativeness with food and eating culture made Arabeschi di latte came up with the new experience, which could entertain consumers to play and enjoy with food culture. Arabeschi di Latte is based on the idea of creating a "daily sense of happiness" that is pursued through various strategies of participation and interaction that respond to basic and pleasurable needs in our social life. Food becomes an experience. The Mediterranean conviviality is a key factor in this research and comes from Italian culture. Food is seen as a tool that leads to opportunities for getting together to share a simple meal. In the last 10 years, Arabeschi di 35
Marije Vogelzang, Eating Designer, ‘Eating Experience’, http://www.marijevogelzang.nl/studio/eating_experiences/eating_experiences.html
34
Latte has created and exhibited a variety of food-related projects and events.36
Delphine Huguet,Culinary designer and Food event organizer from France. Who approaching the experience of eating by ‘Tasting’ her projects came with the sense of taste more than the sense of seeing, which made the new experience for the audience to know the taste by tongue not from the eye catching like one of her project that named ‘Taxigastronomic Dinner’ (inspired by Taxidermy, ed) there were some opposed reactions: some people devoured everything without blinking an eye, some other were more squamish and haven’t eaten, one of the guests was vegetarian and when the rabbit got on her table she started crying… 37
Andrew Stellitano, Food designer and Aesthete (artist) from England. Who plays with the various kinds of food to make more new experience by seeing sense with the new technology like screen printing, laser cutting and developed to the creative process with food objects. His creative vision was catch by Gucci when he joint the collaboration project of cake’s design.38
36
Arabeschi di Latte, ‘About us’, http://www.arabeschidilatte.org/index.php?option=com_content&view=article&id=228 37 Essen a taste magazine, Delphine Huguet, October 2011, http://www.essentaste.com/en/copertina/delphinehuguet/ 38 Fine Dinner Lovers, Andrew Stellitano, The Food Aesthete: “But The Taste Comes First”, Evangelia Koutsovoulou, May 2012, http://www.finedininglovers.com/stories/food-design-andrew-stellitano/
35
Sweet Play by Elsa Lambinet Food/Product/Packaging Designer from France.39 Inspired by the Lego bricks of her childhood, Elsa Lambinet’s Sweet Play chocolate system turned from a graduation project into a business of made to order treats in zero time. Sweet Play’s interchangeable parts consist in 4 different types of original Belcolades that go from Dark to Black and White, all proudly crafted by Chocolatier Stephan Vitiello, to be combined with 8 different types of biscuit and an array of fresh fruit toppings. Produced in partnership with La Chocolaterie des Tuillerie du domain Lenchieux and the Biscuiterie - Les Sercets de Lola, two artisanal workshops in Provence that specialize in chocolate and biscquits respectively, Lambinet’s chocolates can be made available in custom flavors as well, if ordered with an advance of two months. The pairings depend on personal taste and are endless.
39
Sweet Play by Elsa Lambinet, Food/Product and Packaging Designer, http://www.sweetplay.net
36
Pictures references: Marti Guixés, Food Design 40 07
08
09
10
40
Marti Guixés, 07: Food Designing Book’s cover, 2010, http://www.food-designing.com/07-book.htm 08-10 : Camper FoodBALL project, 2004, Barcelona, http://www.guixe.com/interiors/foodball_Barcelona/index.html
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Pictures references: Marije Vogelzang, Eating Designer 41 11
Spoons made of sugar that melt into your coffee, candy “guns” that are meant to raise awareness that sugar is bad for you, and garden cress grown on clothing that can be used to garnish cocktails.
12
Marije Vogelzang runs her own food-design laboratory, Proef. She is inspired by everything that surrounds the act of eating – from the stories and rituals surrounding food preparation to the emotional impact of the texture and color of specific foods. The result? Edible art installations those are at once provocative and intimate.
41 11: Ecosalon, ‘FOOD AS ART, AND THE DESIGN OF EATING’, Heather Brubaker on July 2010, http://ecosalon.com/food-as-art-and-the-design-of-eating/ 12: Poptech, ‘Marije Dine by Design’, 2009, http://poptech.org/popcasts/marije_vogelzang_dine_by_design
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Pictures references: Arabeschi di Latte 42 13
14
15
16
42
17
13: Stremfest 2011, http://www.streamfest.org/2011/artisti/Arabeschi_Di_Latte.html 14: Arabeschi di Latte, ‘Banana Party’, 2008, http://www.arabeschidilatte.org 15: Arabeschi di Latte, ‘Dolce Conzolazioni’, 2008, http://www.arabeschidilatte.org 16-17: Mocoloco, ‘The hatch : Studio Too Good & Arabeschi di Latte’, 2009, http://mocoloco.com/archives/011898.php
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Pictures references: Delphine Huguet 43 18
19
20
21
43
18: Delphine Huguet, Flying Food Designer, http://delphinehuguet.com 19: Climaxxx Project, November 2011, http://delphinehuguet.com/2011/11/02/climaxxx/ 20: Eat-it Project, October 2009, http://delphinehuguet.com/category/eat-it-2009/ 21: L’usine à (MÛ)TATION Project, October 2011, http://delphinehuguet.com/category/installation/lusine-amutation-performance-au-lieu-du-design-janvier-2011/
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Pictures references: Andrew Stellitano 44
22
23
24
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22: Andrew Stellitano, Louis Vuitton Totopos, http://www.astarism.co.uk/ 23: Andrew Stellitano, Sweet Shoppe, http://www.astarism.co.uk/ 24: Andrew Stellitano, Gucci Tiramisu, http://www.astarism.co.uk/
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Pictures references: Sweet Play by Elsa Lambinet 45
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27
28
29
26
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25-29: DeZeen Magazine, Sweet Play by Elsa Lambinet, November 2011, http://www.dezeen.com/2011/11/26/sweet-play-by-elsa-lambinet/
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III. The method of the involvement and make the attractive to target By Design and Communication tools The theory of problem solving strategy, which approached on this research started from ‘how to bring the identity of Thai culture especially in term of ‘Eating and Food culture’ that replaced by global eating culture and still keeps growing in each year. The method to make the attention from young generation who already growing up with the global food culture to interesting in their own culture, which almost die in the future could be the method of refresh the knowledge and make theme feel like Thai culture not just the old fashion anymore, the information that will communicate to young generation is ‘we can create Thai Food & Sweets culture as Creative way’, which still based on the identity of Thai’s culture.
Certainly, no one could be changed someone mind once in the first time. The ‘culture change’ method could be start from the beginning of the education, which not mean to force the young generation learn the culture of Thailand strictly but the several kinds of the communication tools could be the interpretation equipment to keep telling them about the information and how to bring Thai food culture as the creative way by peaceful penetration way.
According to the article of ‘Communication Design’ defined about the communication design is a mixed discipline between design and informationdevelopment which is concerned with how media intermission such as printed, crafted, electronic media or presentations communicate with people. A communication design approach is not only concerned with developing the 43
message aside from the aesthetics in media, but also with creating new media channels to ensure the message reaches the target audience. Some designers use graphic design and communication design interchangeably. Communication design can also refer to a systems-based approach, in which the totality of media and messages within a culture or organization are designed as a single integrated process rather than a series of discrete efforts. Communication design seeks to attract, inspire, create desires and motivate the people to respond to messages, with a view to making a favorable impact to the bottom line of the commissioning body, which can be either to build a brand, move sales, or for humanitarian purposes. Its process involves strategic business thinking, using market research, creativity, and problem
solving.
The
term
communication
design
is
often
used
interchangeably with visual communication, but has an alternate broader meaning that includes auditory, vocal, touch and smell. Examples of communication design include information architecture, editing, typography, illustration, web design, animation, advertising, ambient media, visual identity design, performing arts, copywriting and professional writing skills applied in the creative industries.46
Visual communication as the name suggests is communication through visual aid. It is the conveyance of ideas and information in forms that can be read or looked upon. Primarily associated with two-dimensional images, it includes: signs, typography, drawing, graphic design, illustration, color and electronic resources. It solely relies on vision. It is form of communication
46
Wikipedia, ‘Communiation Design’, http://en.wikipedia.org/wiki/Communication_design
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with visual effect. It explores the idea that a visual message with text has a greater power to inform, educate or persuade a person. It is communication by presenting information through Visual form. The audience, not on aesthetic or artistic preference, bases the evaluation of a good visual design on measuring comprehension. There are no universally agreed-upon principles of beauty and ugliness. There exists a variety of ways to present information visually, like gestures, body languages, video and TV. Here, focus is on the presentation of text, pictures, diagrams, photos, et cetera, integrated on a computer display. The term visual presentation is used to refer to the actual presentation of information. Recent research in the field has focused on web design and graphically oriented usability. Graphic designers use methods of visual communication in their professional practice.47
The communication design function like the person who, ‘informs’, ‘inspires’ and ‘persuades’.
In all kinds of communication design, the publication design even in printing or online device is the one of the communication way that directly communicate to consumer with full functions of visual approach as ‘Visual Communication’, such as the presentation of pictures coordination, info graphic, article writing and using the movement of animation to communicate about the story to consumer on the internet device. Designed Magazine for food and New style study 47
Wikipedia, Graphic Communication, August 2012, http://en.wikipedia.org/wiki/Graphic_communication
45
The research about magazine design for make the layout and the story of how to introduce the story about Thai food in creative way, which there’re might be someone unrealized or unknown about the story behind the long history of culture in Thailand.
The best way to communicate several kinds of information in the letters from the magazine should be refined and clear about the concept and the main target with the process of thinking, finalized ideas with great ethics and invention. The idea needs to be the priority, it needs to be cultivated and evolved constantly so it can inform everything else that magazine do. The magazine is a medium for presenter’s message, so think clearly about what the message should be approach is and the right execution can be easy to identify.48
The study case of magazines, which got the ability to reinvent itself constantly and stay true to their formidable heritage and fresh, are Food Magazine -
Bon Appeti49 the trendy and newest style of eating culture magazine.
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The Carton Magazine, an independent quarterly publication that tells the story of a culture through its food.
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Fork Magazine, a publication that specializes in finding restaurants of all kinds in different cities. Each issue will be based on a different city
48 49
MagSpreads, Interview-Dan Peterson of SBS Feast Magazine, http://www.magspreads.com bon appĂŠtit, http://www.bonappetit.com
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and will feature a recipe specific to the type of food they serve. A tablet version of the publication allows the reader to download each issue and view an instructional video. The clean layout emphasizes the location photography.50 -
Slow Food Editore, Italy. Slow Food Italy created a publishing house in 1989 to publish books and magazine that raise the profile of quality food and wine production; safeguard endangered artisan specialties, vegetable species and animal breeds; inform and educate consumers; and promote clean, sustainable agriculture and a new idea of gastronomy.51
Culture magazine -
Hot Rum Cow Magazine, a new magazine about beer, wine & spirits. It’s written and designed for people who are enthusiastic and curious about what they’re drinking; a modern magazine steeped in our historic love affair with booze.52
Information magazine -
Australian Prevention Magazine, a health magazine aimed at women over 40, the wide range of topics that related to stay with healthy life with the useful information that approached on the magazine clearly and interesting with info graphic design.53
50 51
MagSpreads, Fork Magazine- Jessica Gillis, http://www.jessicagillis.com/fork_magazine.html
Slow Food, Slow Food Editore, http://www.slowfood.com/international/food-for-thought/publications/79792/slowfood-editore/q=123 52 MagSpreads, Hot Rum Cow Magazine, http://www.hotrumcow.co.uk 53 MagSpreads, Australian Preventive Magazine, http://www.magspreads.com
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Creative Magazine in Thailand According to the government’s policy to aimed about public awareness toward the ‘creative economy’ and promote the creative industry as a key for the national economic development, the running of the campaign called ‘Creative Thailand’ with the concept of ‘building Thailand’s economy with creativity’ has launched in 2009. Based on the titled of ‘Creative Thailand’ the follow of several kinds of activities has been running as the publishing of ‘Creative Thailand Magazine’ as free magazine by printing and online publishing for representing about the value of knowledge under the theme of ‘creative economy’, the catching of the information, which concerned to the new development, technology, how to make the good economic from creative business has launching from 2009 as the first issue that related to the ‘creative economy’ with the concept of presenting the useful information to aimed to young generation and creator in creative industry.
The interested issue recently in Creative Thailand that could be related to this research is issue 11 in the third year called ‘Super Food’, which presenting the information about ‘The top of the chain’ of human being related to food from all over the world. And the another issue that related to food is about the 5 issue of the third year called ‘We Love Sweets’ is presented and studied about the characteristic of sweets and branding from the popular brand like ‘Pierre Hermé’ and ‘Ladurée’, which the world’s popular sweets brand the magazine presented about how their generated the business of sweets and the long history that could be reflected to the popularity until now. And the issue 2 of the second year was presented about
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‘Value Creation’ that picked up the study case of world’s top designers and compared with the culture of Thailand. From those information would interpret as Thailand already has the rich culture but fewer creators will bring and merge it together in creative way.54
Not only the Creative Thailand organization but there’s the publishing from the department of international trade promotion Thailand issued the magazine named ‘Design Vision’ that toke the theme of ‘Food for Thought’, which presented the information about the creative methods that playing with food from the study cases of the world’s creators who working on Food Designer and chefs.
Overall of the information is about the problem’s background, the measurement of the value and the way to bring to concept of the strategy link to the project as the production of new style of ‘playable magazine’ with ‘Thai food’ to the social especially the main target, the young generation in Thailand will explain about the method to communication on the next chapter of methodology.
54
Creative Thailand organization, Creative Thailand Magazine, http://www.creativethailand.org/en/magazine/
49
Pictures references55: Food Magazine I
30 : bon appĂŠtit magazine, http://www.bonappetit.com
31 : The Carton Magazine, http://www.artandthensome.com/thecarton
55
Pictures reference (Reference of bibliography on page 82)
50
Pictures references: Food Magazine II
32: Fork Magazine
33: Fork Magazine & Tablet device 34: Layout of Freast Magazine
35: Slow Food Editore, Italy
51
Pictures references: Culture and Information Magazine
36: Hot Rum Cow magazine
37: Australian Prevention Magazine I
38: Australian Prevention Magazine II
39: Australian Prevention Magazine III 52
Pictures references: Creative Thailand Magazine
40: Creative Thailand Magazine I ‘Super Food’ issue.
41: Creative Thailand Magazine II ‘Value Creation’ issue.
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Pictures references : Design Vision ‘Food for Thought issue’
43: Design Vision Magazine ‘Food for Thought issue’ The stories inside this issue shown about the trend of creative food work with creators around the world and the problem of less resources of creator who works on Thai food as creative way.
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Chapter 3. METHODOLOGY From the idea mapping of the background of problem to the methodology of problem solving explained in picture of mind map as below.
I. The concept and structure of the process
Based on the summarized research and pointed to how much of the value that losing in term of culture changing in Thailand especially in Food market. After summarized all of details from the literature works, Started from the problem is ‘the decreasing or losing of eating culture in Thailand’, young generation who growing up with the international food culture doesn’t realized about their own real identity culture especially ‘Food culture’ in Thailand has been ranked as world’s famous food in the top ranking from the international mass media. Everyone loves Thai food but why the growth of Japanese food business and other international food business in Thailand is increasing every year. It’s because of the new changing of Thai food doesn’t approach in young generation for the long time. No new movement or new style and also no creative in Thai food for a long time that might be made 55
Thai food market shrink and people want to try something ‘new’ like international food. In this high competition of global market it changed itself to being the market that competing with ‘the value’, ‘the identity’ and ‘the idea’. That reminded to if the aim of the project want to change the culture and remind the target as young generation in Thailand rethink about Thai food and their own eating culture again, it should not be just only present the information of Thai food but it should be create the information that ‘new’ and rich of ‘idea’ in creative thinking way and represent again to the consumer (aimed to young generation) to make them refresh their mind and explore about how Thai food could be ‘Play’ and ‘Enjoy’ more than just only the tradition food, which just only present to the tourist. Based on Thai eating culture, which already accepted from the world and got the strong identity evaluated from the global market could be the good guarantee that plays with this rich culture could be work to achieve the target.
The basic strategy to change the culture should be start from the right way of the ‘communication’ and the ‘education’. Because of serving and receiving the right and fresh information would be the first step for the input and change the vision included the attitude from everyday behavior and living environment of target with ‘the communication design’ as 'publishing design’.
The communication through the ‘communication design’ from the several kinds of media can create the channel to spread the target ‘needs’ information to those of target group directly. The communication design could
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be separated in the several kinds of media such as magazine, newspapers, television, online, mobile and social media.
II. Criteria The communication design as publication media in ‘magazine’ or ‘book’ have the benefits themselves such as the printing, people can feel and play with touch and see the quality of paper or the quality of the image resolution. The more that play with the quality of paper or texture of paper on design the more that the attraction from the target would increase. Making the publishing media in successful way should be thinking in the same way of the marketing strategy the more that could reach the target the more that the information would spread to the end consumer or the target of this project = young generation, 18-30 year.
For this project the publishing design between ‘magazine’ and ‘book’ both have the good benefit. Compared with the weak point of those publishing, book could be launch just only one time per several months but magazine can be launch often than book and the consumer or the target can consume the product (as magazine) continually by monthly or weekly. This advantage will match to the point of communication and education because at the first time the more information that the target consume the more effect to the conscious mind and it could change the behavior and the last output is change of culture in the future. From the next of paragraph explained about how the magazine and printing gets the advantage to make the attraction to the consumer more than TV’s broadcast.
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Reading print demands the full attention of the reader and provides the means to escape today’s ‘always-on’ culture. The lack of distractions when reading print allows the reader to focus fully on the editorial and advertising content, the ultimate print moment coming when the reader is fully engrossed in a substantial article in a newspaper or magazine. In many ways, print is the ideal marketing medium: it’s available in both large and small numbers, can be accessed easily, and is engaging, versatile and creative. Each of the six types of print media has their own unique quality and role in their readers’ lives. For newspapers, they become part of their readers’ day as they educate and inform with credibility and trust, while consumer and customer magazines create engagement through entertaining content. Direct mail uses its ability to gain access to people’s homes and lives to deliver a targeted sales message, while door drops have an enviable reach and ROI. Finally, catalogues provide inspiration for customers before leading them online to make the purchase. On their own, each channel fulfills a vital marketing role. When combined with other media, they are a highly effective force for any campaign, for any brand.
Recent neurological research has identified differences in ways people process information presented in print and on screen. These studies have found that readers of print maintain their capacity to read longer articles since the reading situation doesn’t offer so many distractions. This capacity – called deep reading – also cultivates deep thinking. On the digital side, it’s also argued that people who read a lot of online material become used to
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bite-sized pieces of information and are distracted easily, losing the capacity to focus for a long period on a single subject.
Print media has a close relationship with its readers. Indeed, print is often called the ‘me-medium’, as it can become an integral part of its reader’s world. But this relationship extends beyond the initial read-through. Because print is easily put down and picked up, it sticks around in the household or workplace, read again and again by others that come across it. People also have certain reading rituals, so they will return to a publication a number of times to take in all the information it has, information that’s both authoritative and reliable. Whether lean-back or lean-forward, print has the capability to build a relationship with the reader because of its content. This content is planned and created by experienced editors, who provide information and features that are both relevant and interesting for readers. The benefit from mass and one-to-one contact is the advantage way to use the way to communication with the target.
Print media exists in many forms: from mass media (hundreds to millions of copies) to one-to-one (the personalized version). In between, there are formats such as the personalized newspaper or magazine – titles that have content tailored to the specific reader.
Modern digital presses offer
marketers, media and advertising professionals the ability to print entire publications based on the profile and needs of their consumers. This personalization adds to the effectiveness of the print medium, as consumers prefer a tailor-made approach to the generic. Such flexibility and adaptability
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allows the marketer and brand owner to choose exactly the right print media for their brand.
The media mix integration is an effective marketing campaign works best when print is used with other media as one element of an integrated solution. Adding magazines to a mix of TV and Internet increases brand favorability by 44% and purchase intention by 15%. (Dynamic Logic, 2009). The combination of online and newspapers also increases effectiveness, with brand engagement 26% higher than using just print or online (FT, 2011). Print media can now offer quick and simple ways to access digital content using ‘bridging technologies’ such as QR codes, Augmented Reality and near-field communication. These innovations form a bridge between print media and a brand’s online space, inviting consumer reaction, feedback and purchase, all via a smartphone. Such innovations increase the effectiveness of print media, as well as enhancing the consumer experience. Newspapers are still the number one medium for shaping public opinion. Their credibility, knowledge, values and information-gathering skills remain a formidable force on the high street, and with titles now separated into sections with more lifestyle content, their potential for brands has increased further – online and offline. Add Print, Add Power, has never been so apt. But the success of newspapers largely boils down to a single truth: they are effective in shaping opinion. They possess a large amount of power when it
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comes to public perception. Used well, that power can completely transform the brand or the concept of the communication.56
The magazine publication is the channel of the communication for spread the knowledge and information aimed to the target has the benefit of power to picked up it could be ‘reach’, ‘targeting’, ‘focus’, ‘inspiration’, ‘integration’, ‘generating awareness’ and acting as the powerful tool in driving sales in the marketing section.
With a vast number of titles publishing in Europe (over 50,000, and counting), there’s no denying that magazines are one of the most widely distributed forms of media. When you consider that these magazines reach an average of 80 per cent of European adults, that’s a huge potential customer base for any brand If you then add in the fact that on average, adults read magazines for 88 minutes a week (National Readership Survey, UK, Dec 2008), it’s clear that the brand can spend a large amount of time with their customer as the way that magazine reach consumer.
Also, magazine can create the inspiration. Research from the UK’s Henley Centre showed that readers regard their favorite magazine as a ‘trusted friend’, a ‘spur to inspiration’ and a ‘symbol of status’. By allying the brand with the right magazines, consumer can capitalize on this trust, thrusting their brand into the light created by this glow of inspiration. Research conducted by Millward Brown in the UK shows that the average Awareness Index for 56
Print power, putting the media mix together, http://www.printpower.eu/en/why-print-media/why-print-media/whyshould-sprint-media-be-part-of-your-media-strategy
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television and for print is about the same. However, when you consider that exposures in magazines cost considerably less than TV, it reveals that magazines work much most cost-effectively than TV in delivering advertising awareness.57
57
Print power, Seven Rock-Solid Reasons to advertise with Magazine, http://www.printpower.eu/en/why-printmedia/magazines
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Chapter 4. PRESENTATION OF THE PROJECT
From the observed of the information and the background which concerned to the problem of the decreasing of the identity of eating and food culture in Thailand based on the background of the increasing of the international food and restaurant business, which keeps growing in the future.
The point that should be considered is the decreasing of the young human resource that realized and well knows about Thai’s eating and food culture. Follow to Thai’s government policy that try to push up Thailand as ‘Creative City’, the country that can be creating the creative business, as creative city should has the rich identity and good maintain of their culture and the importance resources that will move this policy become success could be the creative and young human resource. Basically to generate good young human resource need the environment that can build up the awareness about the realization of their culture very well.
The solution of this problem is produce the channel to make the culture change by communication and make the education with generating the awareness of culture aimed to young generation, age between 18-30 years in Thailand to know more about Thai’s eating and food culture in new style as ‘creative’ way. The chosen of ‘creative’ way because, the eating culture that already shrink and almost forgotten for a long time need to refresh the target’s mind again as the presentation in the new way follow to the ‘creative city’ concept, the represent Thai eating culture and food as ‘creative way’ 63
could be prospered method to communication with the target. Moreover, the presentation as ‘creative’ way would make the vision and the attitude to think about Thai food and eating culture in difference way like ‘Playable’ and ‘Trendy’
The method that will present to create the communication and makes the awareness about Thai’s eating and food culture will be connected to the communication design as ‘the publishing design’ in ‘Magazine’.
The project of the magazine will create as ‘Free paper Magazine’ supported by Creative Thailand Organization. The media that use for present the magazine designed in 2 ways as 1) The printing publishing magazine 2) The online magazine as e-magazine 3) The online application that support to mobile device
The concept and naming of magazine called ‘Kin Kan’ project, which mean in Thai language as ‘Let’s eat together’.
“Kin Kan” Project is the project of making the publication tools as new style of free magazine through printing and digital device, which guide consumer to know and play with the creativity culture and eating culture of Thai Foods (all included sweets and drink) under the concept of “Eat Story, Play with Design and Love Thailand”.
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Kin Kan is the product of ‘Free magazine’ on printing and digital device that made as new trend of ‘design food magazine’. Inside the magazine had divided in 2 chapters under the concept of “Eat Story”, “Play with Design and Love Thailand”.
Started from first chapter as Eat Story, The concept of “Eat Story” would created by Graphic book named as “Tableside Story of Thai Food and Eating culture” by use the combination of info graphic and illustration works which telling about the story of eating culture and food’s categories in Thailand for the proposal as reconsider again about the value culture of Thai eating culture to young people and represented the culture to foreigner who don’t know much about Thai eating culture.
Second chapter: Play with Design and Love Thailand, This chapter will create about how to make Thai Food looks more creative and playable with a lot of ingredients and eating style by using graphic design that will create in this chapter would be combined with photography and graphic design which inspired form Thai food to make some of ideas for create Thai Food and Sweets as ‘Creative Food’ and plus more about the playable side to make more fun about the publication this magazine also included some gadgets such as the printed napkin in Thai’s designed pattern and printed apron which written on the playing of typography of ‘I’m Eating Thai Culture, And I love it!” .
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The objective of this chapter is showing about how graphic can play with food based on Thai Food’s culture. This chapter also showing to the consumer that how the creativity could bring the value to the product by show the example of the packaging design development of Thai food and sweets product as the example of idea.
The contents of ‘Kin Kan’ Magazine (Approximated 24 pages for the first issue) Chapter I: Eat Story The introduction about the magazine and the story of Thai cuisine culture based on the proposal of making more acknowledgement of the information of Thai cuisine culture to the target of both Thai’s Young generation and Foreigners. Tableside story (The history and the story of Thai culinary art). Present by info graphic and illustration works. Guide the consumer to know about the hidden story of Thai that you might never know before. Sweets conversations Guide the consumer to know more about the story of Thai sweets. Make some example to guide consumer explore about what will going if the Traditional Food would changed to New Style of Food or Sweets.
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Chapter II: Play with Design and Love Thailand The alternative part that use the new style of Graphic Design merged with Food culture for the aims of making the involvement to Thai’s Young generation and also could be interesting in Foreigner’s vision.
Play with Color of Thailand Food The coloring in Thai food culture is the one of the strong and charming identity of Thailand. The concept of this column would provide the story, which could be guide consumer to explore more fun about playing of food on Graphic design. - Create the color pallet of Thai food from the playable object such as “The eating table of Snooker” with colorful Thai curry instead snooker’s balls.
Chapter III: Design changed the value - This content present about the idea of how packaging can change the value of product of Thai foods and sweets.
Extra option Plus more gadgets ‘Herb Style A-B-C’ the pattern of napkin and apron. - The recognizable character of Thai food could be named in Herb using eating culture. Almost of the ingredients that using in Thai cuisine are came from the mixed of herb such as chili, basil, garlic, ginger, fingerroot, turmeric (curcuma longa), Alpinia galangal, Lemongrass (la citronella), Fennel (finocchio) etc. total 200 herbs are using in Thai cuisine arranged in the pattern of napkin and apron like A-B-C lettering study kit.
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The methodology of publishing and promoting this project
I. Collect the sponsor and produce as Thai’s government organization: Creative Thailand Organization58 and Thailand Creative and Design Center59
II. Launching period This free magazine had planned to launch by monthly from the first week of the month and the sponsors could be replace flexible depends on the theme of each issue.
II. Launching place and the methodology of promotion The promotion booth had planned to set at the Design Center in Bangkok and the other spots that the targets, Thai young generation and the foreigner will gather as the community like the center of shopping mall in Bangkok and the place that related to design activity such as Bangkok Design Exhibition hall.
In this project designed to make the communication with target in the publishing design as the magazine on several kinds of media separated as below, 1. Printing Free Magazine The place where post the magazine: -
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Design and Art Museum
Creative Thailand Organization, http://www.creativethailand.org Thailand Creative and Design Center, http://www.tcdc.or.th
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Art & Design Hyper market and community
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Café and Restaurant
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Department store
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Supermarket
2. Online Free Magazine provide the website for download as pdf file Publishing place on -
Issuu.com the website for publish online magazine60
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Creative Thailand Organization homepage61
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PDF giant62
3. Application device on mobile on Apple store and Samsung apps 4. Set up the fan page and web site for support and update the information about the ‘Creative Thai Food’ on -
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Homepage based on the project name ‘Kin Kan’ project of ‘Creative Thai Food’
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Web online magazine, Isuu, http://issuu.com/explore Creative Thailand, http://www.creativethailand.org PDF giant, http://pdf-giant.com
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Samples of magazine and the communication tools for the campaign.
01
02
01. Introduction of Project 02. Introduction of Magazine “KIN KAN, Creative Thai Food”
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03
04
03. Magazine sample01, Introducing and Editor talk 04. Magazine sample02, Contents 01.Table Side Story: The Sweet Conversations 02. PLAY | DESIGN | FOOD: Re-design Thai Food’s illustrations. 03. Change Value with Creative way: Packaging the speechless conversation 71
05
06
05. Magazine sample03, Table Side Story: The Sweet Conversations 06. Magazine sample04, Details in this column is talking about guideline and sample of how typical Thai’s sweets changed in to the new contemporary shape. 72
07
08
07. Magazine sample05, Sample of 2nd column “PLAY|DESIGN|FOOD”. In this column reader can see the changing and know about how visual design like Graphic Illustration can changed or make the typical food look more interesting and cute in Illustration’s way. 08. Sample of Web device publication design & communication tools. 73
09
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09. Sample of E-Magazine which publishing on Issuu.com 10. Sample of Poster design for launching the campaign I.
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11
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11. Sample of Poster design for launching the campaign II. 12. Introduction of T-shirt design for launching the campaign.
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13
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13. Sample of T-shirt design for launching the campaign. 14. Thank you for enjoy with Kin Kan project Jď Š
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Chapter 5. DISCUSSION, ANALYSIS AND INTERPRETATION OF THE PROJECT
The solution and the beginning of the problem solving proposed to make the first communication with the target.
From the concept of the project, which proposed in Chapter 4 is the beginning of the communication to the target based on the objective that want to create the basement of the knowledge that possible to refresh the mind and reset the old attitude that the target having in their mind to Thai food market and from this project could be the tools for educate the target with the new style to create Thai food as creative way in the same time.
The decision of choosing the communication design as ‘Magazine’ came from the benefit of the effectiveness to reach the consumer or the target easy and with the concept of ‘Free Magazine’ is the one of the reason that target could be pick up easier and the expansion of information could reach to target easier.
Although, it easy to pick up free magazine from anyway but the weak point of free magazine is it hard to approach the value of magazine because the difference on the value between purchase and free is also result to the difference way about how their will pay attention in the information and keep those magazine in good quality.
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But the way that the target will keep the magazine in the good quality is not importance that how many people could reach the information that publishing on the communication tools as the magazine.
Therefore, the most importance is make the most of the expansion of the information to the target in difference way.
The reason that choose food to make it playable and fun with think in difference way as design and creative way because Thailand already has the rich of culture and long history of eating culture that already accepted in the global market the base of good material is the perfect point to represent and play in the difference way.
The way that interpreted the problem of eating culture to approached in ‘Creative Food’ could bring the new idea and refresh the old attitude that already set more than 5 years ago since the international food has got the attention from the market and keep growing until now. Because of when human addicted in the same behavior it could be repeat it forever, the same as thinking in the same way of marketing thinking, the market always want new product to encourage the consumer and generate awareness for thinking about the product again when there’re some product shrinking in the market.
When the process of making the communication and educate consumer the target could set on the stable way, young generation and creator in Thailand
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have the base of knowledge, awareness, attitude and the vision to play and create Thai food culture in difference and attractive way, the goal that could measure that how success of the project could be how many creator come up with the interesting project that play and make Thai food as ‘creative way’.
It could be measure by the number of creator who play with Thai food, the number of the project, which create to related to Thai food, Thai food and sweet product, which has been produced in creative style, the number of people and young generation who turn their mind to concerned about the problem and make change their life style and attitude about Thai’s eating culture.
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Chapter 6. CONCLUSIONS
The problem was divided in 2 kinds, 1 is the social problem about the changing of culture and 2 is the branding problem in Thai food culture, which should be change the vision and the style looks more trendy.
I. The problem about culture changing in Thailand. The social problem of the decreasing of Thai’s eating and food culture effected to the decreasing of young generation who really know about the identity of their eating and food culture.
● Solve by Serve useful information about Thai Food & Sweets culture with new style and more trendy looks of Thai Food & Sweets culture under the concept of ‘Creative Thai Food’ to make the eye-catching of Thai’s young generation through the free printing and digital publication to educate and create the channel of communication to young generation and new creative people.
● Problem-solving methodology Produce the publication design as ‘free paper magazine’ sponsored by Creative Thailand Organization and Thailand Creative & Design Center.
Based on the free magazine that Creative Thailand organization has been publishing continually until now about 3 years, this project will be the part of the promoting channel to make the vision, attitude and generate awareness 80
about creative & design that specified in special magazine in the way of ‘Creative Thai Food’, which included all kinds of Thai’s eating culture such as Food, Sweet, Drink and Ingredients, the identity of culture which using in Thai’s eating culture.
● Benefit and long term effected in the future This project will make ‘2 ways’ of benefits, 1. First benefit is makes the attention from national market aimed to Thai’s young generation in Thailand. Second benefit is makes the attention from the international market or press to know about new style and the idea of Creative Thailand that played on ‘Food culture’.
2. The long term of those benefits could change the vision and attitude of eating culture, make the flow of Thai Food and Sweets business in national market and also could be make the attention from the international food’s market in the same time.
II. The problem about the old style branding of Thai food products in Thailand.
One of the reason that Thai food is not popular in young generation might be concerned to the problem is some of the looks of Thai food and sweets branding and products included packaging need more design to make it appropriate and trendy for the international market at this time.
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� Solve by Present the ideas of develop branding and design of packaging in the free magazine as the study case for brand’s owners who want to develop their product and packaging design that still keeps the concept of traditional culture. Make the example of changing the brand by design or creative way to make the target change the vision and know about how to put the value in to the product, which already existing in the market.
â—? Benefit The guideline of the idea for develop Thai Foods and Sweets business for the owner who want to create new style of product and branding in both national and international market.
From this section, both of food business owner and creator could use for apply to their business and it could change the attitude and vision of thinking on the brand and generate their identity of their product in the same time.
The most effectiveness to reach the successful of the project should make the research about the reader of this project magazine continually. The observation and monitor the target as the group of young generation in Thailand after launched the magazine could be result the effectiveness of the problem-solving solution and could be the guide line to the next step of the solution of this problem.
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The monitoring method could be create by
I. The social network poll or the counting of user who join to the community The power of social network is already acceptable and existing in daily lifestyle of everyone, it is one of the easy way to monitor and analysis about the majority of user and could be the hint of the problem solving to the next step. The method of the observation could be the way that result from the social network system such as set up the community of ‘Creative Thai Eating culture’ on Facebook, Twitter and Instragram for segment about ‘how many’ user on social network could match to the target that set from the first time and from the monitoring of user on social network could be result about ‘how many percentage’ that this project could reach to the target and it could be one part to reflected to how many percentage of the successful of the project.
II. The number of subscription form online magazine Online magazine could be the easy way to collect the user and communicate to the target directly via electronic mail and website. From the information that user subscribed on the website of online magazine could be indicated to the group of user, age, salary, position even the hoppy and the interesting of the user.
III. Create the activity from the user of free magazine Set up the activity that the user who reading on the magazine could be participate after launched the magazine such as ‘Creative Cooking’ workshop with Thai’s designer or Thai’s famous chef. The benefit from create the
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activity that participate by magazine’s user could be interpreted to how many people who interesting in ‘Creative Thai Food’ and the counting on the number of attendees could result to the method of improvement about how to generate more user that could be match to the existing user.
III. Monitor on the number of branding as ‘creative food’ style in Thailand. Make the research and monitor about the brand, which has been rebranding or produce in the market after launched the magazine could be interpreted to how the magazine could inspired the user to work on the concept of ‘Creative Thai Food’ project.
Those of the monitor result could measure that how this project success in long term. This is just only the beginning of the communication and make base of education but in long term, the most successful could be measure with how many increasing of Thai food product accepted in the Thai market, sales and the growth rate of the consumer who choose to consume Thai product form taste, present style and the packaging are also the point that measure about how successful of promote Thai food as creative way as well.
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44. (Picture reference) 22: Andrew Stellitano, Louis Vuitton Totopos, http://www.astarism.co.uk/ 23: Andrew Stellitano, Sweet Shoppe, http://www.astarism.co.uk/ 24: Andrew Stellitano, Gucci Tiramisu, http://www.astarism.co.uk/ 45. (Picture reference) 25-29: DeZeen Magazine, Sweet Play by Elsa Lambinet, November 2011, http://www.dezeen.com/2011/11/26/sweet-play-by-elsa-lambinet 46. Wikipedia (June 2007), Communiation Design, http://en.wikipedia.org/wiki/Communication_design 47. Wikipedia, Graphic Communication, August 2012, http://en.wikipedia.org/wiki/Graphic_communication 48. MagSpreads, Interview-Dan Peterson of SBS Feast Magazine, http://www.magspreads.com 49. bon appĂŠtit, http://www.bonappetit.com 50. MagSpreads, Fork Magazine- Jessica Gillis, http://www.jessicagillis.com/fork_magazine.html 51. Slow Food, Slow Food Editore, http://www.slowfood.com/international/food-forthought/publications/79792/slow-food-editore/q=123 52. MagSpreads, Hot Rum Cow Magazine, http://www.hotrumcow.co.uk 53. MagSpreads, Australian Preventive Magazine, http://www.magspreads.com 54. Creative Thailand organization, Creative Thailand Magazine, http://www.creativethailand.org/en/magazine 55. (Picture reference) 30: bon appĂŠtit, http://www.bonappetit.com 31: The Carton Magazine, http://www.artandthensome.com/thecarton 32-33: Fork Magazine, Fork Magazine on Tablet device, http://www.jessicagillis.com/fork_magazine.html 34: Freast Magazine, MagSpreads, Interview-Dan Peterson of SBS Feast Magazine, http://www.magspreads.com 35: Slow Food Editore, http://www.slowfood.com/international/food-forthought/publications/79792/slow-food-editore/q=123 89
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ACKNOWLEDGEMENTS I would like to thank you my thesis’s advisor, Professor Walter Conti who have involved and gave me a lot of ideas and inspirations for the creation of this research and design ideas for problem solving project through his experience. This project would not have been accomplished without his invaluable opinions throughout this entire project. Food culture is the endless inspiration, Thank you that I was born in the country where having plentiful of food culture. Alisha Paturiyavet Â
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