Role: Co–Creative Director (Design & Media)
This project was part of NTD’s 9 competition series,
designed as a large-scale cultural and branding campaign in Times Square.
The goal was to turn food, culture, and live performance into a public experience, while strengthening NTD’s brand presence through live events and broadcast.
Taste Asia — Times Square (2015)
Taste Asia expanded the idea beyond China and brought together multiple Asian cultures in one event.
Restaurants from different Asian countries rented booths and sold their food directly to the public.
At the same time, we built a central stage and invited ethnic performance groups to perform live throughout the event.
At the same time, we built a central stage and invited ethnic performance groups to perform live throughout the event.
The main cultural focus was on four countries:
Japan,Taiwan, India, Korea
Performers from each culture performed live in Times Square, creating a continuous flow of music, movement, and identity during the competition.
The event became a mix of:
food, performance, architecture, branding, live audience engagement
Creative Direction & Visual Language
There were two creative directors on this project:
A Taiwanese artist responsible for traditional attire and costumes
Myself, responsible for visual design, branding, and media content
I led:
overall design direction
color system
posters and printed materials
stage and booth backdrops
visual identity across physical space and broadcast media
Tang Dynasty Concept
We chose the Tang Dynasty as the core visual and cultural reference.
This wasn’t decorative — it was researched.
We studied:
architecture
clothing
materials
color symbolism of that era
Based on that research, we chose orange as the main color of the campaign — a color strongly associated with the Tang period, warmth, celebration, and cultural richness.
The booth architecture, layout, and visual motifs were all inspired by that era, translated into a contemporary event design suitable for Times Square.
Results & Impact
The campaign was a success on multiple levels:
All booths were sold out
Sponsorship exceeded expectations
The event was financially profitable
Thousands of people attended in person
Through live broadcasting and media coverage, the NTD brand reached hundreds of thousands — potentially millions — of viewers
More importantly, the event succeeded in turning culture into a live, shared public experience, rather than a passive exhibition.
NTD Culinary Competition (2014)
The Culinary Competition focused on regional Chinese cuisine.
Chefs from different regions of China each had their own booth, where they prepared their signature dishes live.
Chefs from different regions of China each had their own booth, where they prepared their signature dishes live.
A professional jury evaluated the food, while VIP guests were served selected dishes directly in the square — turning Times Square into a temporary culinary stage.
This wasn’t a food fair.
It was a curated competition, designed to elevate tradition, craftsmanship, and cultural identity in a very public space.
It was a curated competition, designed to elevate tradition, craftsmanship, and cultural identity in a very public space.
Why This Project Matters to Me
This project sits at the intersection of:
branding
live experience
cultural storytelling
large-scale public design
It wasn’t just about visuals — it was about creating meaning in a physical space, where branding, tradition, and audience interaction all had to work together in real time.
