MUSE Gold

2024

Bitter Gourd Experience: A Taste of Sustainability

Entrant Company

Play Design Lab

Category

Branded Content - Lifestyle

Client's Name

H.Z. Farm

Country / Region

Taiwan

H.Z. Farm, located in Chiayi Budai, Taiwan, is not just a bitter melon plantation but a hub of innovation transforming the local agricultural landscape. With a focus on ecological sustainability and low-carbon living, the farm has diversified its operations into three key sectors, driving economic revitalization and community well-being.

In the primary sector, bitter gourd cultivation forms the foundation, ensuring a steady supply of high-quality produce. This agricultural endeavor sets the stage for H.Z. Farm's broader initiatives.

The secondary sector introduces a unique dimension with the production of sought-after white gourd pastries, becoming a local delicacy and contributing to the farm's growth.

Expanding into the tertiary sector, H.Z. Farm promotes agritourism through partnerships with local travel agencies and homestay operators. The White Gourd Feast experience not only attracts visitors but also empowers the local community and supports regional development.

Facilitated by the National Association of Small and Medium Enterprises in Taiwan and our design team, H.Z. Farm enhances the visitor experience by optimizing service processes, crafting informative tourist maps, and organizing open-air feasts under enchanting bitter gourd trellises. These efforts provide a deeper understanding of bitter gourd cultivation and local culture, aligning with principles of sustainable living.

Credits

Design Direction / Play Design Lab
Ting Han Chen
Communication Design / Silversea Design
Hui Chiu Lin
Bookbinding Design / Re:mainer
Re:mainer
H.Z. Farm
Wei Yi Wen
H.Z. Farm
Wen Wen Huang
Project Manager / National Association of Small and Medium Enterprises, R.O.C.
Daniel Wong
Project Supervisor / National Association of Small and Medium Enterprises, R.O.C.
Su Feng Hong
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