Rasa Taiwan 2.0 台灣好物誌
Taiwan Specialty Brands Experiential Festival
Taiwan Specialty Brands Experiential Festival
A 4‑day experiential festival introducing Taiwanese brands to the Malaysian market through tasting, interaction, and cultural storytelling.
My Role
Creative Lead — Experience Strategy, Spatial Design, Visual Direction, Execution
Creative Lead — Experience Strategy, Spatial Design, Visual Direction, Execution
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
Through curated sampling booths that allow visitors to directly experience Taiwanese products, lowering the barrier of unfamiliarity and building immediate sensory connection with the 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
through a stamp collection journey where visitors “fill” their shopping card by completing activities across booths, encouraging full exploration and turning participation into a rewarding experience.
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 → social sharing trigger
Every touchpoint designed to convert:
visitor → participant → sharer
visitor → participant → sharer
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
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
中文
就酱Young (IG粉絲：31.6K) https://www.instagram.com/reel/DP5zP04E2QX/
马拉妹出闸 (IG粉絲：1,006) https://www.instagram.com/p/DP5aLVyErFF/
马拉妹出闸 (FB粉絲：40K) https://www.facebook.com/share/p/1QY7jAodcw/
Delight Media Malaysia (IG粉絲：10.5K) https://www.instagram.com/p/DP5aLVyErFF/
生活職人 The Life Explorers (IG粉絲：633) & Jessica Koay (IG粉絲：1,127) https://www.instagram.com/p/DP_GNCIkm1r/
生活職人 (FB粉絲：334) https://www.facebook.com/share/p/1A2CQNNJGi/
Kay Chat 翟家琪 (FB粉絲：1.2K)https://www.facebook.com/share/p/1ChjXxNoGU/
Kay Chat 翟家琪 (IG粉絲：3,897) https://www.instagram.com/p/DP_GNCIkm1r/
真傳媒 (FB粉絲：51K) https://www.facebook.com/share/p/1A18qH3Mnp/
大日子 (FB粉絲：14K) https://www.facebook.com/share/p/17chZGNRV9/
葉靜儀 𝚈𝚊𝚙 𝙲𝚑𝚒𝚗 𝚈𝚎𝚎 (IG粉絲：30.4K) https://www.instagram.com/reel/DP6d97PiV74/
Yap Chin Yee (叶静仪) (FB粉絲：4.3K) https://www.facebook.com/share/r/14KnSSG58WY/
FOOD Malaysia (IG粉絲：15.9K) https://www.instagram.com/reel/DP5zP04E2QX/
Racheal | ST Loh (IG粉絲：53.4K) https://www.instagram.com/p/DP5-ShuEUdl/
Cici | Live Host | KOL | Talent (IG粉絲：25K) https://www.instagram.com/reel/DP8-883k9hr/
ruby.my (IG粉絲：25.8K) https://www.instagram.com/reel/DP6Uk-1jxpK/
Dixon Thum (FB粉絲：604) https://www.facebook.com/share/r/19i4gLw2js/
Dixon Thum Wai Khong (IG粉絲：22.2K) https://www.instagram.com/reel/DP569YJkYbb/
Nelfei Chan Vui Kit (IG粉絲：20.2K) https://www.instagram.com/p/DP_nRlXE8dB/
中文
中國報：https://www.chinapress.com.my/?p=4633018
東方日報：https://www.orientaldaily.com.my/news/sh69/2025/10/21/770169
亞洲電視新聞：https://atvnewsonline.com/world/%E3%80%8Arasa-taiwan%E3%80%8B%E7%99%BB%E5%9C%BA-
%E5%8F%B0%E9%A9%AC%E6%89%8B%E4%BD%9C%E5%85%B1%E8%B0%B1%E6%B8%A9%E6%9A%96%E4%BA%A4%E6%B5%81/
訪問網：https://theinterview.asia/info/%e6%96%87%e6%97%85/188611/
真傳媒：https://mytruthmedia.com/2025/10/17/eslite-rasa-taiwan-gift/
網媒平台/ 部落格 (13篇)
Trip.com: https://my.trip.com/moments/detail/kuala-lumpur-45-125482247?locale=en-MY
Junipers Journal: https://www.junipersjournal.com/taiwans-most-beloved-gift-brands-pop-up-in-kl-rasa-taiwan-returns-this-octoberwith-
tastings-brand-talks-and-limited-time-treats/
Food Malaysia: https://foodmsia.com/2025/10/rasa-taiwan-eslite-spectrum-kuala-lumpur-showcasing-the-culture-of-gifting/
英文
MDaily: https://mdaily.co/rasa-taiwan-bawa-enam-jenama-ikonik-ke-kuala-lumpur/
Ruby.my: https://www.ruby.my/2025/10/rasa-taiwan-kembali-ke-kuala-lumpur.html?m=1
Femagonline: https://www.femagonline.com/2025/10/rasa-taiwan.html
Suara Merdeka: https://suaramerdeka.com.my/citarasa-budaya-taiwan-tawan-kuala-lumpur-dalam-acara-rasa-taiwan-2025/
Refleks: https://refleks.my/rasa-taiwan-kembali-ke-kuala-lumpur-dengan-sajian-istimewa-dari-enam-jenama-taiwan/
馬來文
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
Sekian Terima Kasih to our eslite team!
