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Laijiaang / food

Laijiaang
Laijiaang

The color red symbolizes prosperity and auspiciousness and can be commonly seen during Chinese New Year. The phrase laijiaang (來喫紅) is a Taiwanese homophonic variance of laijiaang (來呷紅), and means sharing the festivities and cheer of Chinese New Year. The “laijiaang” concept redefines the series of New Year gifts given in Taiwan through the inclusion of Sun Moon Lake’s specialty product—black tea (directly translated from Chinese as “red tea”), in images and symbols of the New Year and by innovating New Year’s packaging designs. Consequently, Taiwan’s traditional culture and specialties are simultaneously promoted.

University

National Taichung University of

National Taichung University of
Science and Technology
Taichung, Taiwan

Design

National Taichung University of

National Taichung University of
Science and Technology
Taichung, Taiwan

Chiau-Ru Wang/ Wen-Ken Chiang/ Wei-Yan Suen/ Yi-Jen Huang