Studying Teochew Chinese Identity in Thailand for Product Design and Packaging of Auspicious Snacks, a Case Study of Saengthong Dessert Shop

Abstract

This research aimed to 1) Study the identity of Teochew Chinese in Thailand, 2) To design products and packaging of auspicious desserts, a case study of Saengthong Dessert Shop 3) To assess consumer satisfaction towards products and packaging of auspicious desserts, a case study of Saengthong Dessert Shop. The research methods were problem analysis, research instruments creation, data collection, data analysis, and research conclusions. It was found that auspicious Chinese desserts still play an important role in the rituals of Thai-Chinese people. Currently, there are 7 popular types: mooncakes, Chinese steamed cakes, Chinese steamed buns, steamed buns, egg cakes, bean cakes/sesame cakes, and red auspicious candy. The analysis results showed that “mooncakes” were the most popular and had high potential for value-added through packaging. The design combined Teochew identity, such as auspicious patterns, red-gold, historical stories, and culture, adhering to the concept of Somchana Kangwarnjit, emphasizing the transmission of Teochew cultural identity through 8 elements, such as red-gold, dragon patterns and Chinese characters, the words “潮” (Cháo), “王” (wáng), “興” (xìng), The octagonal shape represents good fortune, and premium materials are used to create a contemporary emotional and visual experience. Three design concepts were presented and evaluated by a panel of experts. The results showed that Design 1, which uses an octagonal shape, received the highest score (mean 4.79, S.D. 0.29), standing out for its graphics, creativity, and profound interpretation of Chinese culture that is different from general packaging. From the evaluation of the satisfaction of 80 consumers of small auspicious desserts in Yaowarat area, it was found that they were at the highest level of satisfaction (mean = 4.68, S.D. = 0.46). The top 3 satisfaction levels were: 1) beauty, 2) utility, 3) appropriate materials.