Project Overview
Project Name
RASA TAIWAN 2024
RASA TAIWAN 2024
Timeline
Oct 18–20, 2024
Oct 18–20, 2024
My Role
Creative Lead / Planner / Illustrator
(Concept development, character design, experience design, on-site execution)
Creative Lead / Planner / Illustrator
(Concept development, character design, experience design, on-site execution)
One-line Positioning
A market-entry showcase introducing Taiwanese specialty brands through curated retail, tasting, and brand storytelling.
Brand Illustration System (Illustrated by Me)
RASA TAIWAN 1.0 ｜台灣好物誌 1.0 （2024）
RASA TAIWAN 2024 was developed as an overseas brand showcase initiative, introducing Taiwanese specialty products, cultural goods, and food brands to the Malaysian market.
The project functioned as a market entry platform, enabling Taiwanese brands to test international reception, build awareness, and explore retail and distribution opportunities.
Social Media Content Direction (Eslite MY Carousel Series)
Objective
The project aimed to introduce Taiwanese specialty brands to the Malaysian market—building awareness, encouraging first-time trial, and creating opportunities for business expansion and partnerships.
Creative & Experience Approach
As Creative Executive, I led the visual direction and key visual development, establishing a cohesive identity across the campaign.
The experience was structured around product showcase, tasting, and interactive displays, allowing visitors to explore Taiwanese lifestyle products in an accessible and engaging way. Brand sharing sessions were also integrated to communicate each brand’s story and philosophy, strengthening credibility and connection.
The overall approach focused on visibility and approachability, creating a low-barrier entry point for a market that was largely unfamiliar with these brands.
Brand Story Sharing Sessions
Brochure & Interactive Sticker Mechanics
Impact / Results
- Attracted 3,000+ visitors over three days, generating strong footfall
- Increased brand awareness across participating Taiwanese brands
- Facilitated B2B connections between Taiwanese brand owners and Malaysian partners
- Created new opportunities for cross-market expansion and collaboration
- Established an initial platform for Taiwan–Malaysia brand exchange
Key Takeaway
Successfully delivered a strong foundation for market entry—demonstrating the effectiveness of combining visual identity, product exposure, and direct engagement to drive awareness and business opportunity.
Product Showcase & Brand Introduction Displays
Behind-the-Scenes Video of Production and Installation
