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
Rasa Taiwan 3.0 | 台灣好物誌 3.0 | eslite spectrum The Starhill KL
My Role
Art Director | Project Based
Art Director | Project Based
Scope
Creative Direction · Key Visual · Brand Experience · Game Concept · Graphic Design · Spatial Design · Campaign Design
Creative Direction · Key Visual · Brand Experience · Game Concept · Graphic Design · Spatial Design · Campaign Design
THE CHALLENGE
How do we make people stop, explore and actually interact?
Rasa Taiwan brings Taiwanese brands to Malaysia, but this time, the goal was to make the experience more than simply walking from booth to booth.
We wanted people to stop, play, taste, discover and interact.
So instead of creating another conventional product showcase, we asked:
What if exploring Taiwanese brands could feel like playing a game?
From a traditional brand showcase to an interactive exploration experience.
What if exploring Taiwanese brands could feel like playing a game?
From a traditional brand showcase to an interactive exploration experience.
THE BIG IDEA
Taiwan Taste Lab
Become a Taiwan Taste Researcher.
The concept turned the exhibition into a playful Taiwan Taste Lab.
Visitors became “Taiwan Taste Researchers”, following a game-inspired map to explore 8 Taiwanese brands, complete missions and collect stamps along the way.
The experience was built around three ways of discovering Taiwan:
Taste of the Land
土地之味
土地之味
Street Memories
街角記憶
街角記憶
Everyday Living
日常美學
日常美學
THE GAME MAP
Don't just visit the brands.
Explore them.
The Taiwan Taste Map became the main tool for the visitor journey.
Instead of simply showing where each brand was located, the map became a game board.
Visitors could:
START → EXPLORE → COMPLETE MISSIONS → COLLECT STAMPS → REDEEM
The Monopoly-inspired visual language helped make the journey feel familiar, playful and easy to understand.
The exhibition became a little game world where every brand became a research station.
FROM IDEA 0 → 100
From a sketch to a real experience.
I was involved from the early concept stage through to the physical execution — developing the visual direction, key visual, game mechanics, map, floor stickers, booth system, signage and redemption experience.
The goal was to make every touchpoint feel like part of the same game.
Concept → Design → Production → On-ground Experience
From early sketches and visual exploration to the final on-ground experience.
THE BUSINESS CONNECTION
Beyond the consumer experience.
The event also created opportunities for the Taiwanese brands to connect with Malaysian business owners and suppliers.
The organising team helped create conversations around potential partnerships and future market opportunities between Taiwan and Malaysia.
So the experience worked on two levels:
B2C
Discover · Taste · Play · Share
Discover · Taste · Play · Share
B2B
Connect · Explore · Collaborate
Connect · Explore · Collaborate
THE RESULT
From showcase to experience.
The biggest success wasn't simply getting people into the space.
It was giving them a reason to stay, explore all eight brands, interact with products and complete the journey.
The mission and reward mechanics helped turn the exhibition into something visitors could participate in — while creating more opportunities for the brands to be discovered.
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REDEMPTION EXPERIENCE
The idea was to make people curious enough to stop, explore and play — rather than simply walk past the booths.Visitors became Taiwan Taste Researchers, following the map to explore 8 Taiwanese brands, complete missions, collect stamps, taste the products, interact with the brands and eventually unlock their reward.
The customisable tote bag mission turned out to be one of the biggest hits. People could choose 3 brand stickers and heat-press them onto their own tote bag for free — which also made the experience easy and fun to share on social media. It was really rewarding to see people stopping by, asking about the missions, trying the products, engaging with the brands and making their way through the whole journey.
The mission mechanic helped bring more interaction to the booths, while the reward gave people an extra reason to complete the journey and take a piece of Taiwan home. 🇹🇼
The customisable tote bag mission turned out to be one of the biggest hits. People could choose 3 brand stickers and heat-press them onto their own tote bag for free — which also made the experience easy and fun to share on social media. It was really rewarding to see people stopping by, asking about the missions, trying the products, engaging with the brands and making their way through the whole journey.
The mission mechanic helped bring more interaction to the booths, while the reward gave people an extra reason to complete the journey and take a piece of Taiwan home. 🇹🇼
From a brand showcase → to a game → to an experience people wanted to share.
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