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“PURE”-A TASTE OF CHINA

Fu, Linying (2016) In Diploma work IDEM05 20162
Industrial Design
Abstract
The western culture has long been on the world stage in design, business, and cultural activities,
while the beautiful Chinese historical culture is often forgotten. Culture communication and crosscultural
design are fascinating fields. Combining design and business thinking is also an area that
is worth to be researched. There are not many projects that have studied “cross-cultural” design
with a focus on the study of different cultures of China and Scandinavia (Sweden especially). There
is still no everyday product brand that people could easily purchase in the market, which conveys
a sense of Chinese culture that fits Scandinavian taste. The aim of this thesis is to rediscover the
treasure in ancient Chinese culture and Chinese... (More)
The western culture has long been on the world stage in design, business, and cultural activities,
while the beautiful Chinese historical culture is often forgotten. Culture communication and crosscultural
design are fascinating fields. Combining design and business thinking is also an area that
is worth to be researched. There are not many projects that have studied “cross-cultural” design
with a focus on the study of different cultures of China and Scandinavia (Sweden especially). There
is still no everyday product brand that people could easily purchase in the market, which conveys
a sense of Chinese culture that fits Scandinavian taste. The aim of this thesis is to rediscover the
treasure in ancient Chinese culture and Chinese style design elements and integrate them into a
Scandinavian-taste design. The goal is to create a brand, a series of products, and brand identities
that combine with the core values of Chinese and Swedish cultures.

The thesis firstly presented the historical background and differences between two cultures. Secondly,
the author conducted several design and market researches such as home observation, picture
selections, and interviews to test the taste of Scandinavian people. In the study, the author
carried out a survey on Scandinavian preference for different elements of Chinese style and also
how many percentages of the elements should be integrated into the design. Thirdly, the author
developed a brand system with the value of Taoism and Swedish culture of “Lagom”, “openness”,
“caring”. In addition, a branding and design “machine” that could quickly transform any Chinese
factors into what could be sold in the Scandinavian market was created. In the end, the paper
demonstrated sample product design to explain how to use the “machine” and the brand visual
identity system. Design projects usually would focus on the functioning innovation or a new way to
use products. But seldom would focus on how to incorporate business and marketing perspective in
the design process. In conclusion, this thesis studies and investigates the possibility of combining
business thinking and commercialization tools with design thinking, creating products that could
be attractive on the market.

expect this thesis will lead to several positive results. Firstly is to cultivate new thoughts of how
to design a cross-culture brand and its products combining the business and design methods. Secondly
is that the branding “machine” could lead to a universal way of designing from a Chinese
element to Scandinavian taste products which is popular in the Scandinavian market. Thirdly is that
Scandinavian people start to experience and know more about Chinese culture. Finally, the author
hopes the communication between two cultures would be prosperous (Less)
Please use this url to cite or link to this publication:
author
Fu, Linying
supervisor
organization
alternative title
A brand and its products for people to experience Chinese culture in Scandinavia
course
IDEM05 20162
year
type
H2 - Master's Degree (Two Years)
subject
publication/series
Diploma work
report number
ISRN: LUT-DVIDE/ EX--16/50341—SE
language
English
id
8895264
date added to LUP
2016-11-18 16:46:13
date last changed
2016-11-18 16:46:13
@misc{8895264,
  abstract     = {The western culture has long been on the world stage in design, business, and cultural activities,
while the beautiful Chinese historical culture is often forgotten. Culture communication and crosscultural
design are fascinating fields. Combining design and business thinking is also an area that
is worth to be researched. There are not many projects that have studied “cross-cultural” design
with a focus on the study of different cultures of China and Scandinavia (Sweden especially). There
is still no everyday product brand that people could easily purchase in the market, which conveys
a sense of Chinese culture that fits Scandinavian taste. The aim of this thesis is to rediscover the
treasure in ancient Chinese culture and Chinese style design elements and integrate them into a
Scandinavian-taste design. The goal is to create a brand, a series of products, and brand identities
that combine with the core values of Chinese and Swedish cultures.

The thesis firstly presented the historical background and differences between two cultures. Secondly,
the author conducted several design and market researches such as home observation, picture
selections, and interviews to test the taste of Scandinavian people. In the study, the author
carried out a survey on Scandinavian preference for different elements of Chinese style and also
how many percentages of the elements should be integrated into the design. Thirdly, the author
developed a brand system with the value of Taoism and Swedish culture of “Lagom”, “openness”,
“caring”. In addition, a branding and design “machine” that could quickly transform any Chinese
factors into what could be sold in the Scandinavian market was created. In the end, the paper
demonstrated sample product design to explain how to use the “machine” and the brand visual
identity system. Design projects usually would focus on the functioning innovation or a new way to
use products. But seldom would focus on how to incorporate business and marketing perspective in
the design process. In conclusion, this thesis studies and investigates the possibility of combining
business thinking and commercialization tools with design thinking, creating products that could
be attractive on the market.

expect this thesis will lead to several positive results. Firstly is to cultivate new thoughts of how
to design a cross-culture brand and its products combining the business and design methods. Secondly
is that the branding “machine” could lead to a universal way of designing from a Chinese
element to Scandinavian taste products which is popular in the Scandinavian market. Thirdly is that
Scandinavian people start to experience and know more about Chinese culture. Finally, the author
hopes the communication between two cultures would be prosperous},
  author       = {Fu, Linying},
  language     = {eng},
  note         = {Student Paper},
  series       = {Diploma work},
  title        = {“PURE”-A TASTE OF CHINA},
  year         = {2016},
}