Designers
Designers
Designers
DOVUU
Exploring Tofu: From Ancient Origins to the Modern Table
Designers
Joanne Qiongyao Zhan
Key Words
SUMMARY
The "Tofu Art and Culture Series (Dovuu)" uses digital media to promote the cultural and culinary importance of tofu. This innovative project combines cultural research with digital marketing to develop engaging videos and posters to dispel global misconceptions about tofu. Analysis of consumer perceptions revealed huge gaps in people’s understanding of tofu’s heritage, leading the project to focus on digital storytelling to redefine tofu from a mere food to a superfood with a rich history.
challenge
The "Tofu Art and Culture Series" points out the gap in Westerners' understanding of tofu, which only sees it as a meat substitute. Only 20% recognized its wider cultural significance, indicating a clear need for educational content. The project uses digital storytelling through videos and posters to elevate tofu and educate audiences about its rich heritage and versatility, transforming its perception from a simple food to a cultural symbol. The strategy aims to promote greater appreciation and understanding around the world.
Outcome
The Tofu Art and Culture Series features engaging multimedia activities, art posters and videos. This approach directly addresses the gap in global understanding of tofu’s cultural significance. By showcasing tofu's rich history and diverse culinary uses, the project transforms the perception of tofu from a basic food to a symbol of cultural heritage in a creative way. This initiative not only educates the audience but also raises awareness of tofu as a versatile, nutritious food that is integral to various traditions, effectively bridging the cultural knowledge gap.
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