Rasa Taiwan 2.0 台灣好物誌
Taiwan Specialty Brands Experiential Festival
Taiwan Specialty Brands Experiential Festival
Rasa Taiwan 2.0 is a pop-up initiative organised by Taiwan’s Ministry of Economic Affairs, aimed at promoting high-quality Taiwanese specialty products and local brands in international markets such as Malaysia.
The 4-day experiential festival brought together a curated selection of Taiwanese delicacies and cultural products, combining tasting, artisan storytelling, and interactive experiences to showcase the spirit of “tradition through innovation.”
Designed as an immersive journey, the campaign introduced Taiwanese brands to the Malaysian market through participation, interaction, and cultural storytelling—transforming a traditional showcase into a memorable and engaging experience.
My Role
Creative Lead — Experience Strategy, Spatial Design, Visual Direction, Execution
Creative Lead — Experience Strategy, Spatial Design, Visual Direction, Execution
Six curated Taiwanese specialty brands were invited, featuring heritage artisans and refined traditional producers. Many of these products are rarely available in Malaysia, offering local audiences a unique opportunity to discover authentic Taiwanese gift culture.
The initiative aimed to introduce these brands to the Malaysian market, building awareness and creating opportunities for future business expansion.
Challenge
- Introduce unfamiliar Taiwanese brands to a new market
- Balance cultural storytelling + commercial goals
- Design both static + interactive engagement zones
- Deliver full setup within a 4-day installation timeline
Key tension:
How to make unknown products feel approachable, engaging, and worth trying
How to make unknown products feel approachable, engaging, and worth trying
Insight
People don’t connect with products first —
they connect through experience and participation.
they connect through experience and participation.
How We Made It: A Journey to Collect Taiwan
The experience was designed to let visitors “collect” Taiwan themselves—by tasting products, completing interactions, and earning tangible takeaways, turning the journey into a personal and memorable experience.
The experience was designed to let visitors “collect” Taiwan themselves—by tasting products, completing interactions, and earning tangible takeaways, turning the journey into a personal and memorable experience.
“RASA Shopping Basket — Collecting Taiwan”
A journey where visitors explore, taste, and assemble their own version of Taiwan through:
Tasting
Each touchpoint was intentionally designed to shift visitors from passive viewing to active participation.
Tasting stations were introduced to reduce the barrier of unfamiliarity, allowing visitors to connect with Taiwanese products through direct sensory experience.
Interactive brand booths encouraged dialogue and hands-on engagement, transforming browsing into meaningful interaction between visitors and brands.
Interaction
Through face-to-face brand engagement, hands-on activities, and guided storytelling at each booth, turning passive browsing into active participation and dialogue.
Collectible Stamp Experience
A stamp-based collection system was designed as a behavioural driver to guide visitor movement across all booths.
By completing tasting, interactions, and activities, visitors gradually built their own “Taiwan journey”—increasing dwell time while reinforcing brand recall.
Why Stamp?
A stamp-based system was introduced to drive behaviour, not just interaction.
By requiring visitors to complete activities across different booths, the mechanic encouraged full exploration of the space, increased dwell time, and ensured deeper engagement with each brand—rather than passive browsing.
Why Basket?
The shopping basket concept was designed as a universal and intuitive metaphor for collecting.
It translated the idea of “discovering Taiwan” into a familiar action—allowing visitors to feel like they were personally selecting and assembling their own version of Taiwan, making the experience more immersive, relatable, and memorable.
Experience Design
Designed as a progressive journey:
Entry → Basket → Exploration → Interaction → Reward
Key mechanics:
Stamp Collection System → drives full booth engagement
DIY Keychain Station → emotional takeaway
Photo Installations →
Large-scale installations, including oversized Taiwanese food props and a shopping basket concept, were developed to create immersive and highly shareable moments.
These elements encouraged user-generated content and extended the experience beyond the physical space into digital platforms.
Every touchpoint designed to convert:
visitor → participant → sharer
visitor → participant → sharer
The experience was not designed as a static exhibition, but as a system of interactions—where every touchpoint contributes to participation, memory, and engagement.
By turning visitors into active participants, the campaign strengthened both emotional connection and commercial potential for the brands.
Signature Moments
Giant Shopping Basket Installation
→ “Become the product” selfie moment
→ High shareability trigger
→ “Become the product” selfie moment
→ High shareability trigger
DIY Keychain Experience
→ Personalised memory of Taiwan
→ Extends experience beyond event
→ Personalised memory of Taiwan
→ Extends experience beyond event
Collectible Stamp Experience
→ Drives exploration across all brands
→ Increases dwell time & recall
→ Increases dwell time & recall
Founder-Led Talks: Stories Behind the Brands
My Role
Led the development of the core concept and experience strategy, directing spatial flow and audience journey for an engaging visitor experience. Crafted the visual identity and key system, designed hero installations and interaction mechanics, and managed vendors, production, and on-site execution. Ensured seamless alignment across brand, space, and engagement from concept to completion.
Results
Engagement
→ 6,000 visitors per day across 4 days
→ High completion rate of sticker journey system
→ DIY station consistently at full capacity
Social & Media
→ Strong UGC driven by photo installations & gamification
→ 70+ media & self-media mentions
→ KOL / KOC amplification across multiple languages
Business Impact
→ Increased product awareness and trial
→ Supported post-event brand onboarding & retail conversion
→ Strengthened eslite’s positioning as a cultural curator
Key Learning
Experience design can transform:
Unknown products → memorable cultural experience
By combining: participation→ storytelling→ reward systems
we shift visitors from passive browsing → active engagement
Takeaway
This project reflects my strength in experience-led campaign thinking, translating culture into meaningful interactions, and designing experiences that balance emotion with conversion. It also demonstrates my ability to deliver large-scale execution under tight timelines, ultimately turning cultural insight into measurable engagement and commercial impact.
Behind-the-Scenes Video of Production and Installation 1
Behind-the-Scenes Video of Production and Installation 2
Sekian Terima Kasih to our eslite team!
Media Coverage & Press Features
