Taiwan Taste Lab｜台灣風味研究所

Turning a Taiwanese brand showcase into a playable experience.

Rasa Taiwan 3.0 | 台灣好物誌 3.0  | eslite spectrum The Starhill KL
My Role
Art Director | Project Based
Scope
Creative Direction · Key Visual · Brand Experience · Game Concept · Graphic Design · Spatial Design · Campaign Design
FROM SKETCH TO GAME SYSTEM
Inspired by Monopoly, the initial sketches explored how a familiar board-game mechanic could shape the entire campaign.
The idea evolved into a Taiwan Taste Map — guiding visitors to explore 8 brands, complete missions, collect stamps and unlock rewards.
Game idea → Visual system → Map → Mission → Reward.
THE CHALLENGE
Rasa Taiwan brings Taiwanese brands to Malaysia.
For this edition, the goal was to move beyond a conventional brand showcase and create something people could play, explore and remember.
So we asked:
What if discovering Taiwanese brands felt like a game?
From showcase → to exploration.
Turning oversized products into a playful, interactive photo moment.
A playful photo moment at the entrance, designed to get visitors into the spirit of the Taiwan Taste Lab journey.
THE BIG IDEA
Taiwan Taste Lab
Become a Taiwan Taste Researcher.
The exhibition became a small game world where visitors became Taiwan Taste Researchers.
A game-inspired journey connected:
8 BRANDS · 10 MISSIONS · STAMPS · REWARDS
Visitors followed the Taiwan Taste Map, explored each brand station and unlocked a reward at the end.
The experience was organised into three flavour worlds:
1. 🌿 Taste of the Land 土地之味
2. 🏙 Street Memories 街角記憶
3. 👜 Everyday Living日常美學
THE GAME MAP
Don’t just visit the brands. Explore them!
The Taiwan Taste Map became more than a map.
It became the game board that guided the entire visitor journey.
START → EXPLORE → COMPLETE → COLLECT → REDEEM
The Monopoly-inspired visual language made the experience familiar, playful and easy to follow.

Visitors picked up a mission map to explore 8 booths, discover brand stories and products, then unlock a DIY heat-press sticker and mini tote bag upon completion.
DESIGNING THE GAME WORLD
One system. Many touchpoints.
The game language was extended across the physical experience:
Map · Floor Stickers · Booths · Signage · Mission Points · Photo Spot · Redemption
Each colour represented a different flavour route, while the arrows and game elements guided visitors naturally through the space.
BEYOND THE BOOTH
Stories behind the taste.
The experience continued beyond products.
Brand owners shared their stories directly with visitors, while the static exhibition introduced their backgrounds, products and ideas in more detail.
Visitors could see it, hear it and taste it.
THE MISSION
Give people a reason to explore.
The missions turned passive browsing into participation.
Visitors had to explore all eight brand stations, complete their missions and collect stamps to unlock the final reward.
DISCOVER → PLAY → TASTE → COLLECT​​​​​​​
THE REWARD
Complete the mission. Make it yours.
The final reward was designed as another experience.
Visitors could choose three favourite brand stickers and heat-press them onto their own tote bag — for free.
Instead of another giveaway, the reward became something visitors could customise, create and take home.
CHOOSE → PRESS → TAKE HOME

THE CONNECTION
Beyond the visitor experience.
The project also created opportunities for Taiwanese brands to connect with Malaysian business owners and suppliers.
So the experience worked on two levels:
B2C
Discover · Taste · Play · Share
B2B
Connect · Explore · Collaborate
Bringing B2C engagement and B2B connections together, creating opportunities for Taiwanese brands to connect with local businesses and explore new market opportunities.
THE RESULT
From showcase to experience.
The biggest win was not simply getting people into the space.
It was giving them a reason to stop, explore all eight brands, interact with products and complete the journey.
The mission mechanic brought more interaction into the booths, while the customisable tote bag gave visitors another reason to finish — and something worth sharing.
From a brand showcase
→ to a game
→ to an experience people wanted to explore.
The DIY heat-press session brought the concept to life — giving families, couples and friends a chance to create, participate and enjoy the Taiwan Taste Lab experience together.
Extending the campaign beyond the event space with entrance and directional signage that guides visitors into the Taiwan Taste Lab experience.
A curated brand story wall showcasing each brand’s story, founder, products and visual identity through an editorial-style display.
A modular booth system designed to give each Taiwanese brand its own identity while keeping the overall Taiwan Taste Lab experience cohesive.
Behind the scenes — from sketches and design development to production, setup and
the final on-ground experience.
Event Promo Video Created by Cloud, Posted on Eslite_my’s Social Media Platforms​​​​​​​
FINAL
From idea 0 → design → production → 100% real experience.
A Taiwanese brand showcase transformed into a small interactive world — where people could walk in, play, taste, discover and take a piece of Taiwan home. 🇹🇼
foodmsia and malaysiarojaklife
https://www.instagram.com/p/Dcm-M-MEUX-/
Event Photography — Published on Eslite_my’s Facebook

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