Untitled - Gamania Brand Center

"To be trendy"
in your own way
With the pulse of the world, a wave of trend culture rises in the society. Someone
says that "to be trendy" is to be different and to express yourself. Even Gamania
has set up its own brand, "DENSITY". It not only pursues the original primitive
spirit, but also injects originality to express views from different perspectives. Do
what you like, believe in it, make it popular and become a trendsetter!
Where does all this much talked about trend come from? How can one "be
trendy" in his/her own way? G!VOICE will guide you to know about the pulse and
culture of world trends and help you to familiarize yourself with some worldfamous trendsetters. What basic accessories do you need if you want to be
trendy? Where can you learn the latest trend information? These questions will be
answered in the current issue of G!VOICE!
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What is trendy?
How is the world trendy?
If you, as a Gamanian who spends time with young consumers, do not understand the
word "trendy", a catchword of today's youth, I'm afraid you will be or were already left
behind. "G! VOICE" specially invited Shen Junwei, a veteran journalist who has worked for
many years with trends, to explain in detail to Gamanians what "trendy" is and how the
world is "trendy" via his profound observations.
To explain how the world is trendy,
we must know what "trend" is exactly
The word "trend" originates from Hong Kong and it is only used in China Mainland, Hong
Kong, Taiwan and other areas of ethnic Chinese. There is no corresponding word used
abroad; instead, it falls into several classes, such as street fashion, urban fashion, indie
fashion, etc. In short, they are terms to refer to what is currently popular in the streets.
Compared to high-fashion which is made popular by couturiers, the occurrence, spread
and transmission of trend all comes from the street population who originally had nothing
to do with fashion.
Such a development should be mainly ascribed to Hiroshi Fujiwara, the godfather of fashion
in Japan. He has changed urban fashion systematically, because the street population
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didn't feel that there existed fashionable brands for them in the past, and most of them just
wore unbranded casual apparel. In other words, street fashion became a "trend" after it
was classified and introduced as hype by the Japanese.
The street culture of Uraharajuku gives rise to the trends that influence China Mainland, Hong Kong and
Taiwan, and even the entire world.
Image source: sleepwalkingintokyo.wordpress.com
In the preliminary stage,
it was only the street culture of Uraharajuku, Japan
In the preliminary stage (about 1996-2004), the trend only represented the teen pop (boys,
especially) culture dominated by the street pop culture of Uraharajuku, Japan. The now
famous brands such as BAPE, Neighborhood, Visvim, etc. were just small clothes shops in
Uraharajuku (side streets in Harajuku area) at that time. With the spread and prevalence
of the trend, these shops and brands became the trendsetters that stood out amongst the
many.
With the emergence of brands created by Hong Kong and Taiwan entertainers after 2004,
the trend now refers to teen pop culture, or what is considered "the most popular" or "the
hottest" in a particular period is equated to "very trendy". As to what everyone says that "to
be trendy is to follow your heart, do what you want and find your inner voice, etc.", this is
also considered another variation to the meaning of "trend".
Then, what is street fashion (i.e. the source of trends in China Mainland, Hong Kong,
Taiwan) really about? To sum it up, it is the American street pop culture. (Of course, it has
expanded to "European and American" variations.)
The direction of transmission of the current trend is: European and American street pop
culture → Japanese trend→ trend in China Mainland, Hong Kong, Taiwan. Fashion brands
are marketed using concepts such as "co-branding", "limited edition", "queue up", "worn
by the stars" , "speculation", etc., as you can observe from how the current fashion brands
operate.
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Famous trendy shops in Uraharajuku: Neighborhood and BAPE.
Image source: travelishappy.com\harajukutour01.htm、freshnessmag.com
Sense the fashion trend by observing the music trends
Then, what is the trend of world fashion? First, I'd like to share a basic concept with
everyone. What is the locomotive that drives the trends of the youth? The answer is "music".
You can have an insight into how trends change by observing the music trend.
In addition, according to my observation, there are several points you will notice about the
global fashion trend in the next 3 years.
1. "Vintage Style of Young Adults" inspired by Pitti Immagine Uomo
Actually, the reason is simple. The enthusiasts of the first wave trend are now aged above 25,
and they need trendy clothes for young adults. (The birth of MR.BAPE is the best example.)
Moreover, the competition in the market for trendy T-shirts, jeans, sneakers, etc becomes
white-hot. (Quite a few small trendy brands and shops in Taiwan were closed last year alone.)
Pitti Uomo aims for more exquisite and mature
styles.
Image source: pittimmagine.com
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2. "Prankish style" inspired by Lady Gaga
Exaggerated and strong colorful styles, irregular seams and party-style apparel of the
"post-80s" echoes Electro + Rock + Dance, the mainstream style of Club Music at present.
The integration of fashion and trend is also the general trend that is taking place.
Not only is Lady Gaga's music popular around the world, but she has
also become a fashion icon.
Image source: stupidcelebrities.net
3. Functional type: "Practical, Minimal Style"
The functional clothing here does not mean special sportswear, but nice-looking leisure wear,
such as trendy bicycle clothes and functional fiber clothes that are suitable for daily activities
and provides the following benefits: warmth, sun protection, air permeability, antibromic, etc.
More and more sports brands attach equal
importance to functionality and sense of trends.
Image source: juksy.com
4. Vintage clothing (adapted from classics or classic reborn)
In the fashion culture of Europe, America and Japan, shopping for second hand clothes in
flea markets and mixing and matching vintage clothing with new ones is something every
trend player would do. In fact, Head Porter Plus, the fashion brand of Hiroshi Fujiwara, and
many Japanese trendy brands are copying American vintage clothing, while trendy brands
of Hong Kong and Taiwan are following Japanese style.
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Even until now, clothes adapted from vintage clothing
styles are favored by trendy brands.
Image source: svpply.com
Trend is nothing new. What we witness are real examples of alternative culture becoming
the dominant culture. Because the essence of trend is that it is kind of alternative and
followed by a minority, there certainly will be another "new trend" to replace it when it
becomes the dominant culture. At last, I'd like to share the two most important key words, I
think, in the next 3 years.
1. Grow up
As mentioned above, main players of trend are aged over 25. They lead the trend for kid
adults. Compared to kidult who never grew up, now everyone is starting to grow up.
2. Classics
This wave of vintage style revives the 50's-80's clothing styles and the Japanese magazines
even call for reviving the clothes in the 90's. The classic brands and the most classic,
fashionable styles will be given even added value after the test of time. "I can afford to buy,
but what do I get? The classics!"
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Analysis of Trends
Trends are transmitted in this way: pop culture in the streets of Europe and America
is gradually transmitted to Japan, Mainland China, Hong Kong and Taiwan. But what
elements of culture help in spreading it? 《G! VOICE》 finds out!
Trend is the pop culture
from the bottom up
First, please look at the figure below. Fashion
or high fashion is transmitted from top to
bottom, but street fashion goes from bottom to
top.
Transmission model of Hi-fashion
Royal family, high-end fashion
designers, stars, celebrities and etc.
Fashion fans,
middle class
General public, the young
who do not have spending power
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Trend is transmitted mutually between tribes. Each tribe has its own inner circle, which
interacts with each other. Trend enthusiasts generally have multiple tribe identities.
Young trend enthusiasts
Trendsetters, trendy stars, heads
of trendy brands, teen idols
Young trend enthusiasts
Young trend enthusiasts
Trendsetters, trendy stars, heads
of trendy brands, teen idols
Young trend enthusiasts
Bicyclers
Skateboarders
Rockers
Hip-hop
enthusiasts
Young trend enthusiasts
Trendsetters, trendy stars, heads
of trendy brands, teen idols
Young trend enthusiasts
Young trend enthusiasts
Trendsetters, trendy stars, heads
of trendy brands, teen idols
Young trend enthusiasts
Title: Trend is the street culture of the youth
These tribes and cultural elements can be divided into types below:
1. Skateboard
In the overseas trend development history, the
skateboard is almost the source of all street cultures,
because it became a trendsetter since it was first
developed. Skateboarding lays emphasis on using
the simplest tool (a board with four wheels; is there
anything simpler than that?) to challenge risky difficult
movements. Therefore, rebellion, resistance, hardline,
vigor and even foolhardiness are the characteristics
and attitude behind skateboarding.
Image source: olivier.thereaux.net
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2. Bicycles
BMX and Fixed-gear are the two biggest tribes of
bicyclers at present. They always interact with each
other, and their common characteristic is that they can
make dangerous but superb movements. The bicycle
culture has gradually become a part of life in Taiwan
and bicycles have become a means of transportation
in daily life. The tribes are very active.
Image source: glogster.com
3. Graffito
Graffito is a form of artistic expression born in the streets:
forcing appreciation, expressing opinions and ideas,
or simply an act of flaunting. Anyhow, all the famous
graffiti artists now have experienced street time and
some are invited to create graffiti or set up their own
brands. LV Graffiti Speedy Bag is produced in honor of
Stephen Sprouse, the graffiti art master. KAWS, which
became famous because of XX (design vocabulary), had
been engaged in graffiti from the very beginning. Other
celebrities are Bansky, Futura 2000, Keith Haring, etc.
Image source: vostokzapad.files.
wordpress.com
4. Hip Hop
In fact, the hip hop culture we know contains 4
elements, i.e. DJ, rap, street dancing and graffiti. Aside
from the skateboard, rock and surfing are also two
of the things that interest the white people, while the
street culture of the black is hip hop, which represents
the stereotyped image of the lower class.
Image source: funkingup.files.
wordpress.com
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5. Tattoo
Tattoo is favored by various tribes, such as rockers, hip
hoppers, skateboarders, etc. It has gradually evolved
into a body art from the symbol of the sinister gang.
The diverse and representative patterns of tattoo are
even made ready and easy to use for printing on T-shirts
and commodities.
Image source: 1.bp.blogspot.com
6. Heavy Motorcycle
The heavy motorcycle is also a link in the
culture of trend. The only reason is that it
makes men look cool and it is something
you want to buy once you can afford
it. Chopper culture has been in fashion
for a long time. The American Chopper
broadcasted by TLC is this kind.
Image source: tv.popcrunch.com
On the whole, rock, punk, electronic music and even pop music, literary youth in vintage
clothing, street snapshots and outdoor style all create trends, because "trend" originally
stems from the street culture of the youth.
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You are not trendy if you do not know the people listed below
Purikura of Trendsetters
Trend, trendy; of course trend comes first followed by trendy. And what leads trends around
the world are the brands and sponsors listed below. If you do not know these big shots,
I'm afraid you are far from being trendy! G! VOICE listed all the famous brands below.
Gamanians who are interested in these can Google them:
Japan:
● Hiroshi Fujiwara: the godfather of trend, creator of Fragment Design, Head Porter, Burton
and Base Control.
● Nigo: creator of BAPE (sold to IT Hong Kong already), and is now the talent behind
Human Made. A marketing genius.
● Shinsuke Takizawa: sponsor of Neighborhood; inspired by the style of workers of huge
heavy motorbikes; trendy brands in Taiwan also follow this style.
● Hiroki Nakamura: sponsor of Visvim; famous for shoes.
● KAWS: American street artist; he became popular in Japan; establisher of OriginalFake, a
toy and fashion brand.
● DJ Verbal: Ambush, m-flo head; good at rapping and also respected in America.
● Medicom Toys: major brand of trendy dolls.
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Other popular brands now are White Mountaineering (designer brand for fashionable
outdoor style), Wacko Maria (a fashion brand with designs that are based on women, wine
and music) and Phenomenon (designer brand for party color trends).
Hiroshi Fujiwara participated in and witnessed the development of the culture of each trendy tribe at a
young age. The current big shots are all his Kohai. From left to right: Hiroshi Fujiwara, Nigo and KAWS
Image source: i2.ce.cn、bapeinfo.com、wacowla.com
Europe and America:
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Stussy: an old street brand.
Steve Aoki: famous underground party DJ.
Supreme: ancestor of skate trendy brands.
NIKE: large group with amazing trend acumen.
Pharrell William, Jay-Z and other hip hoppers all have their own brands.
Other European and American brands: Alife, Crooks&Castles, FUCT, IN4MATION, Married to
the Mob, OBEY, PAM, Opening Ceremony, Norse Projects, Joyrich, etc.
Super stars of hip hoppers are generally trendsetters.
From left to right: Jay-Z, Pharrell William, Kanye West
Image source: 4.bp.blogspot.com、risea07.com、pic.pimg.tw
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China Mainland, Hong Kong and Taiwan:
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Edison: CLOT, Juice; he is the trendiest from the perception of the general public.
TK: Milk, OBSCURA; founder of Sillything; the godfather of trend in Hong Kong.
Hilary Tsui: the wife of Eason, the hot trendsetter in Hong Kong.
Wyman Wong: Hong Kong fashion expert; high-fashion expert.
Sam Lee: Subcrew.
Jay Chou: PHANTACi.
Show Luo: own brand: Stage.
Alien: own shop and brand: AES.
Bo-lin Chen, DJ Mykal: own brand: BRAiNCHiLD.
Ashin of Mayday: StayReal; currently the best seller.
Circus: own brand: Outerspace, Fever.
Three people who made great contributions to the trends in Hong Kong.
From left to right: TK, Wyman Wong, Edison
Image source: hiddengarments.cn、img.xiami.com、popzk.com
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Basic Outfits to Make You Trendy
All tribes have their own identification symbols. As trendsetters, you should be dressed with
the smell of the "street" and the youth. The following are basic outfits recommended by G!
VOICE. You can rest assured that you will become trendy by mixing and matching these
accessories.
Trendy T-shirt
Don't think that any worn T-shirt or company T-shirts shopped from some 3C exhibition are
considered trendy T-shirts. The reason why trendy T-shirts are trendy is that there are culture
and design implications behind them, such as a sketch of screaming hands on T-shirts of
skateboarders; trendy'XX' patterns of KAWS; rock band T-shirts of rockers; BAPE camouflage
T-shirts representing the teen culture of Uraharajuku.
From left to right: classic screaming hands designed by Santa Cruz, trendy "XX" patterns of KAWS, BAPE
camouflage T-shirt.
Image source: eportfolio.must.edu.tw、yobest.com、freshnessmag.com
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Sneakers/skate shoes
Sneakers originally mean "rubber soled shoes" and were derived from the American culture
of the last century. The fashion started when fans collected sneakers of NBA stars. Later, this
trend spread all over the world and became a kind of street dressing. You won't go wrong
with the classics including the Superstar of Adidas, All-Star of Converse, Air Force 1 of Nike,
and Air Jordan. In addition, skate shoes were designed and created by skateboarders.
They are made from chamois, wear-resistant, shock resistant and thick-soled. The tongues
can protect ankles. Both DC and Vans are designer brands. Wearing skate shoes can also
represent the tribe identity.
From left to right: Adidas Superstar, Nike Air Force 1and Air Jordan 1.
Image source: adidastour360.com、sneakerfiles.com、michaeljordansworld.com
Doll
It comes from the general term people in Hong Kong use for figures and figure toys. Since
dolls combine personality, collection, trend, cultural identity and art, which accord with the
ideology and feeling of the teens that stress individualism and pursue fashion completely,
they have fast become one of the trend carriers. 400 ％ little bear dolls of Bearbrick of
Japan, XX dolls of KAWS and dolls designed by Michael Lau in Hong Kong are all favored
by trendy persons. That's why you always see several dolls at the entrance when you walk
into "trendy shops".
From left to right: top athlete dolls produced from the collaboration of Michael Lau and NIKE, 400％ little
bear dolls made from the collaboration between Bearbrick and Porter, XX dolls of KAWS.
Image source: freshnessmag.com、yobest.com、vinylabuse.com
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Caps
Whether it is a trucker cap, baseball cap, peaked cap, fur cap or even a fisherman's cap,
it can be a trendy one. What counts is that it must have its own characteristics, be it the
patterns on it or the way you wear it (for example, tilt your baseball cap). Of course, if you
want to be trendy without effort, wearing the special baseball cap of Superme is a good
choice.
Image source: crossstreetproductions.com、highsnobiety.com、ez4lf.net
In addition, the fashion accessories of trendy brands have the following features. G! VOICE
lists them below:
1. Pragmatism: they must be used in the daily life of a certain tribe.
2. Distinct identification: generally, they can only be understood by people in the same
tribe.
3. Integrated into the life style: the masses are expected to integrate these activities (such
as skateboarding, bicycling, partying, etc.) into their lives instead of merely buying the
clothes.
4. Kind of "cool": simply put, "cool" means taking a path different from others and then
making achievements acknowledged and recognized by others, for example, opposing
the existing culture and system.
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Recommended Readings
for Trendsetter Wannabes!
Fashion trends are constantly changing. In order to keep up with the trends, some effort
needs to be exerted. Below are popular magazines and websites recommended by G!
VOICE. You will never be left behind as long as you read this stuff frequently.
Magazines
《Milk》
"Milk" was started by TK, the godfather of trend
in Hong Kong in 2001. In Hong Kong where the
information flows fast, "Milk" brings the newest and
hottest information on trends to readers every week.
The content also provides an insight into various
lifestyles, featuring different street cultures favored by
the youth. The recently-introduced APP also works well.
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《Grind》
"Grind" is a magazine with "taste" as dominated by
street trends. It introduces the latest fashion trends and
provides tips on how to match clothes well, which you
do not want to miss.
《Warp》
Features choice accessories and brands that level
up your trendy attitude. It also discusses celebrities
and their views on life, etc. makes it definitely worth
reading.
《WAD》
This magazine from Paris declares that it is entirely
different from other magazines."WAD" means "WE
ARE DIFFERENT". It is basically about European and
American street fashion and alternative culture. It also
publishes articles in both English and French.
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《i-D》
"D" in "i-D" stands for the emphasis on design, whereas
"i" implies the "personalized" style of the magazine.
"i-D" founded in 1797 tries to explore the alternative
expression of fashion. This magazine usually focuses
on street fashion and the taste of today's youth.
Websites
www.freshnessmag.com
It is a trendy website in the form
of blogs and its content is just
like its name: always providing
the'freshest' fashion trends and
hottest stuff. Since it is frequently
updated, you can get your fill on
the latest info faster than from
magazines.
hypebeast.com
HYPEBEAST is one of the websites
that provide the newest information
about global street fashion.
Because it has a good relationship
with the big brands and creates
broad brand awareness, much
firsthand information about street
fashion is mainly disclosed here.
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www.honeyee.com
It is an online magazine managed
by Hiroshi Fujiwara, the godfather
of trend in Japan. Since Hiroshi
Fujiwara is the big shot when it
comes to trends in Japan, honeyee.
com will be the fastest way to keep
you up to date.
www.juksy.com
It is one of the famous trendy
websites in Taiwan. Compared to
foreign websites, it is closer to the
current trends in Taiwan and has
shop information of each brand,
allowing readers not just to view but
be able to buy products introduced
on the site.
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UI
Human Factors Design Center
UX LAB ( User Experience Laboratory )
The new Gamania has been completed!!
Introducing the new optimized tool
for human factors design – UX LAB!
Human Factors Design Center's UX LAB is officially launched to assist all research units in
conducting user experience studies and help integrate user-centered UI design concepts
into the entire research team's output. UX LAB's services, features and laboratory facilities
are discussed in the article.
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UX LAB Research Scope
ser Experience Laboratory) is created based on user experience which consists of "Expert
Review", "Focus Group Discussion" and "Usability test".
In terms of game development, experts evaluate the completeness and scope of the
game's UI design flow during the development stage. To quantify the project development
stage (i.e. the content is relatively complete), players are recruited for testing purposes and
for gathering their response to each UI design.
What different services can UX LAB provide?
UX LAB's commitment is based on specialized implementation and scientific analysis.
Specialized implementation
- a professional research team plans and conducts the research
A development team may be familiar with the questions it has, but it does not necessarily
know the systematic way of gathering answers for these questions. Therefore, it needs the
help of a professional research team. By interviewing the development team's researchers,
the appropriate research methods can be designed according to their requirements. These
research methods may include In-Depth Interviews, Focus Group Discussion, etc.
Through specialized research, an objective observation is made on the subjects' user
experience (game experience) in order to explore, determine and analyze the subjects'
response, and to transform this into a language that developers can understand. This
would assist the development team in creating products and enhancing the usability of
existing products, so as to provide better user experience.
In-Depth Interviews: one-to-one and face-to-face
unstructured interviews that encourage subjects
to describe their user experience on a particular
research topic. These help gather multiple
perspectives by exploring and analyzing the
subjects' motive, attitude, behavior, etc.
Focus Groups: 6-8 subjects based on a target
group are invited to discuss a specific topic and to
share their experiences, opinions and expectations;
they are guided by a facilitator.
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Scientific analysis - user testing through eye tracking
People can say or describe their feelings. For instance, one can feel that a button is hard
to press or one can find the script task vague. How can these subjective narratives be
presented objectively using scientific figures? There should be an integration of advanced
hardware and software. Game developers are able to understand the players' behavioral
context more clearly by means of scientific figures and research analysis.
•Introduction to the eye tracker
With the demand of scientific research, the Human Factors Design Center's UX LAB is
equipped with various technologies such as advanced eye tracker, Video Sync Pro and
specialized analysis software that enable monitoring and tracking of users' (players') eye
movement and attention span during game testing by means of scientific analysis; these
allow game developers to receive accurate information on the players' actual feelings and
to determine the compatibility of the game's UI design with the users. All these are applied
in game development to ensure the design's compatibility with the players.
Eye tracker.
Graphic Analysis.
Eye tracker analysis.
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•Introduction to the UX LAB facility
Now, learn about UX LAB from this video presentation.
UI LAB
About Author
Gamania UDC / Afra Chen
The User-Centered Design is applied on executing and improving each
project by the group to promote and provide the best user experiences on
the self-made products by Gamania.
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Marketing
Want to be trendy?
Then don't forget to carry an iPhone
When it comes to the word "trendy", we have to mention iPhone, the game changer in
mobile phones. Besides the smooth hardware and first-rate man-machine interface that
make iPhone distinctive, the featured applications are what make iPhone great.
It has been more than 3 years since the iPhone App Store came into the market. It featured
the function of "touch + sense" that has never been seen before and introduced many
innovative Apps at the very start. What's more, the originality of the developers makes one
gasp in admiration. They always have a masterpiece coming out that makes them all the
more commendable. When you thought that your mobile applications are quite advanced
already you discover that they have created something unexpected to wow you again.
"Songify" is an application
that will make Jeremy Liu all washed-up as a singer
The first time I learned of this App was when Demo, a friend of mine, showed it to me.
He said: "I can change whatever you say into a fair-sounding song." I was not quite
convinced and called him a "Dumbo" without thinking. Then he touched the App lightly and
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a wonderful song came out. Even my crackly
voice became a piece of trendy electronic
music. I am not at all exaggerating.
If you know who the developer of this
miraculous App is, you can imagine the power
of the software. The developer is the music
composer of the video that had the highest click
rate (over 86 million clicks) in YouTube in 2010.
He made a dialogue of an ordinary newsreel
into a song, which made the video become
famous instantly. From this, one can see clearly
his ability to create music.
This program has several prerecorded
melodies. So you only need to record a few
words (no need to sing; just speak), and then
choose a melody you think is suitable. It will
change the tone and tempo of your speech to
match the melody. Different melodies produce
different feelings, making everyone sing a song
at random like a rockstar.
Whatever you say to Songify will become a piece
of electronic music that is pleasant to the ears
Image source: itunes.apple.com/us/app/
songify/id438735719?mt=8
You need not know how it works. Anyway, this
iPhone App performs such magic. I have to
say this App is the savior of people with tone
deafness.
The Video Introducing Songify.
Toyota's "Backseat Driver"
– Another Recent Masterpiece
When an automobile brand introduces a brand App, racing games, appealing commercial
videos and catalogues of the automobile are always the top choice. If the App is equipped
with gorgeous interface design and can be downloaded for free, it will be certain to attract
prospective car owners or the brand's current followers.
If Toyota introduces a similar App this time, it is not worthwhile for me to write this special
column. Backseat Driver jumped out of the mode above. It not only paid no attention to
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introducing the functional performance of the
automobile, but also targeted children without
purchasing power instead of car owners!
Backseat Driver, as the name suggests,
means making a child act as your backseat
driver. When you are driving, the child seating
at the backseat can also "drive synchronously
with you" on iPhone using Backseat Driver to
simulate the road and actual driving situation.
Isn't it cool?
iPhone synchronizes the road you're passing
in real life to the Backseat Driver in real time.
Looking at the screen, a child can control the
lovely small car in the game by moving the
mobile phone like a steering wheel: you turn
left and he will also turn left; you turn right
and he will turn right, too. You play the role of
Papa Car in the game. In front of the small car,
points that will make the player score will be
cast continually. The key landmarks you pass
in real life will also become icons that can
be collected. The player can gain points by
collecting them. The points the player collects
while driving can be used to customize his car
to design a unique Paper Car.
Toyota makes a favorable impression of the
brand with their target market by winning the
support of children, which is really a stroke of
genius.
Cute App-Backseat Driver.
Image source: itunes.apple.com/us/app/
backseat-driver-toyota/id433843799?mt=8
Backseat Driver can drive with you synchronously.
Image source: itunes.apple.com/us/app/
backseat-driver-toyota/id433843799?mt=8
The Video Introducing Backseat Driver.
About Author
Mika, Internet Marketing Observer
Born in the 60s, Mika has worked in the field of consumption marketing
for decades. He experienced brand strategy, product concept all the way
to official launch. He cars about traditional marketing model as well as the
changes arise from Web2.0 and social media.
Blog: jabamay.blogspot.com
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Brand
Green in Hand Deserves Applause
In recent years, "MIT" has suddenly become every brand's effective marketing slogan. In the
past, Taiwanese preferred to buy imported goods, including Italian, German, French and
Japanese products. However, the trend seems to have changed in recent years. As if finally
waking up to reality, the government started to encourage enterprises to promote local
brands and the media suddenly shifted a positive attitude towards "Proud of Taiwan" and
is now advocating it energetically. Even consumers have started to become more patriotic
by acknowledging "MIT" products. We never realized that Taiwan finally has what is called a
"national brand" until this time. And Taiwan brands seem to start telling its stories.
Among the Taiwan Brands that have created a name for themselves, there is one brand in
particular that impresses me. Just like its performance, which deserves applause, its name is
"Green in Hand".
"We put on an agricultural spirit and discover a life of cultural creativity…" is the first line that can
be read in the Green in Hand website, which is also what their vision is about. In fact, they have
indeed made it because Green in Hand has mastered the skill to create product value inspired
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with cultural creativity, not only in brand image and the packaging of their products, but also in
their communication with the consumers. This provides the products with functionality, and at
the same time makes it emotionally appealing.
For each kind of rice introduced, Green in Hand not only gives much thought to the packaging
of the product, but also narrates heart-warming stories of farming families: "Mr. Fan" is
about an old farmer named Mr. Fan in Degao Borough, Taitung County; "YIqi Rice" is about
a revolutionary story of organic farming in Yuli tìn, Hualien County; "Cang Yumi" is about the
persistence of the people in Yuli tìn, Hualien County…. Jiann-Der Lee and Yunyi Cheng, the
founders, transform their patriotism into products through the use of images, characters and
packaging design and exhibit the brand spirit of "counting one's blessings and being grateful"
successfully through the brand. Reading these stories of farming families written by Yunyi
Cheng and looking at the photos taken by Jiann-Der Lee, one can really feel the joy as if you're
tumbling and jumping in the rice fields. At the same time, it also conveys the emotionally
moving ways of the world.
This August, "YIqi Rice" of Green in Hand will be given recognition by Red Dot of Germany with
its breathing kraft bag and the well thought of copy in the packaging. This will help promote
Taiwanese brands and designs to the world, making more people understand the culture of
Taiwan. Such products and brands really deserve everyone's applause.
Both images and texts displayed in the official website (www.greeninhand.com) are excellent, and the
content deeply moving.
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The packaging and copywriting of Green in Hand
are thought-provoking.
The steam pot, food steamer and spoon designed
by Green in Hand in collaboration with JIA Inc., a
design brand in Taiwan.
"YIqi Rice" which has just gained the recognition of Red Dot of Germany.
The Journey of Rice - Green in Hand – Let's give a
big hand for it.
About Author
gamaniabrandcenter
A blog co-written by the members of Gamania Brand Center which provides
the insights and observations on brands, marketing, and designs by designers,
producers, musicians, planners, creators, and aliens.
Blog: gamaniabrandcenter.blogspot.com
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Advertising
How Can Players be Given a Brief
on the Game?
In a total marketing strategy, every moment and every marketing tool aim for different
objectives. In order to draw the customers' attention, make them remember, entice them
to purchase and make a favorable impression on them, one needs various marketing
information and tools.
What makes games quite different from ordinary products in the use of marketing tools is
the Gameplay screen, i.e. game content, which is shown in the advertising process, like a
teaser wherein the players see the finished product without pay.
However, is there really anyone who shows the entire Gameplay to players? Of course,
there isn't such a fool … In advertisements, there are representations of the product such as
al dente noodles, a big chunk of beef, crisp fried chicken cutlet with sauce, models with big
breasts, efficient ABS (Anti-lock brake system), an image of a harmonious and happy family
after buying insurance, etc.
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Of course, they are all fake!!! All these props and
situations were all made up and have gone through a
lot of re-creation and fixing process
Let's have a look at how this PV briefs the players on the game. There is a PV in the official
site of Gears of War 3 to be sold on Sept. 22. The publisher named it as Gears of War 3
Horde 2.0 Briefing Trailer. What a great way to call it! Briefing Trailer! Based on the name
itself, one will already know it is an introduction on how to play the game. It lets one know
that it will introduce a game without preamble. When one plays the video, not only can one
see flitting bullets and mutants that are shot and made to bend down, bleed and kneel, but
also how to play the game through the voiceover and video clips of Gameplay. It will teach
the player that enemies will be shot to bend down, bleed and kneel if you click on X; that
one can activate the safety fence by pressing that button, so that enemies can't get close to
you and they could do nothing more than wail (I am talking nonsense here).
The use of the right colors, dissolving screen edges, motion blur, slightly shaking game
screen and flaring effects are all tools that help to create a great game screen.
Similarly, al dente noodles in ads are made from plastic injection; the sauce bursting from
the crisp fried chicken cutlet is injected using a syringe; the big breasts in D cup size belong
to a model born beautiful and who charges 80 thousand Yuan for shooting that commercial
for six hours...
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This PV is a wonderful example on how to provide a brief for your game! Give players
a favorable impression of the game even without actually playing it yet and spark their
interest in it. Regardless of whether the game is the type favored by players, the trailer must
entice them enough to play so they will swipe their card.
Inside Gaming - Gears of War 3 Horde 2.0 Briefing Trailer
About Author
Bruce
Bruce participated in various domestic and international commercial production,
film launch and theater marketing; worked in creative script team of Beijing
Branch, Densu Group (Japan); worked as a director for Gamania. He currently
served as section manager in product development department in GJP.
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Taiwan:
Special report for SPACE 17
What is Called Density:
DENSITY Brand Exhibition
Allow us to make you experience various
views and the pragmatic spirit
SPACE17 was relocated from the 17th floor to the 1st floor, following the transfer of GamaIsland last end of July. The exhibition of SPACE 17 showcases a brand new look. Along with
the launch of "DENSITY", a trendy brand among brands, the first series of exhibits of SPACE
17 started off with "What is Called Density: DENSITY Brand Exhibition"!
Experimental Paper Installation Art: Different Angles,
Different Impressions
Upon stepping inside Gama-Island, you will find a striking protruding wall with 3 big letters
displayed: "D", "S" and "T" which represent "DENSITY". But what makes it particularly special
is that it is constructed by "paper". Pieces of paper were formed to create shadows of
different shades under the light, making the wall present different stereoscopic aesthetic
feelings from different angles.
"What is Called Density: DENSITY Brand Exhibition" a collaboration between SPACE 17 and
Phalanx, a creative team, hopes to show the flexibility and the possibilities of paper through
the assembly in the Paper Installation Art. Through this the team expects to be able to
convey a pragmatic spirit and the unique views of "DENSITY" from different perspectives.
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The back side of three kinds of coasters designed in the DENSITY Brand
Exhibition conveys the 3 spirits of DENSITY.
The Three Spirits of DENSITY
Dig it
Recommend originals and provide views from different perspectives.
Shift it
Whether it is closely connected with art and design and whether it can trigger an
uninterrupted flow of inspiration.
New sparks are generated during the development of art and design.
Try it
A brand new creative platform; get "otaku" thought from each field.
Have the courage to step into the unknown, create conflicts, humor and more possibilities.
SPACE 17
SPACE17 is the exhibition space of Gamania. It is made to be an avenue for
conveying the culture inside Gamania and provide a place where Gamanians
can release their unrestricted ideas and creativity. It holds exhibitions and
activities every month and invites artists, designers and other creative workers
occasionally. In the future, it plans to share more innovative ideas and explore
more interesting people, things and events in Gamania.
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Taiwan:
HQ's New Gama-Island Opened!
Gama-Island, the distinctive food and refreshment center of Gamanians, was reopened on
the first floor of the headquarters in Taipei on July 25. The new Gama-Island is more spacious
and comfortable and offers a more leisurely atmosphere as compared to its previous one.
The area ’s overall look doesn’t fall behind that of world-renowned coffee shop chains.
No wonder an endless stream of Gamanians have been flocking to the place since its soft
opening.
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"Which high-class coffee shop is to be opened here?" "I want to work in Gamania, too." "It
seems it has a strong sense of design." These are the common new conversation topics of
office workers near the headquarters in Taipei and Taipei Far Eastern Park recently. Several
"neighbors" of Gamania looked surprised after seeing the newly opened Gama-Island on
the first floor of Gamania's headquarters. And they seemed envious after being informed
that Gama-Island belongs to Gamania.
In fact, Gama-Island has been an indispensable place for Gamanians since it was founded
in 2002. It is perhaps not an exaggeration to say that Gamanians like to hang out in GamaIsland more than in their own homes because there are tasty meals, interesting exhibits,
various games, club activities, wonderful facilities such as a fitness center, etc. here. Most
important of all, this place is exclusively for Gamanians. You can "hang out" here anytime
you want. Nobody will oppose. It is just as simple as that. Everyone was excited when they
learned that Gama-Island will be renovated and they were really looking forward to it. And
the brand new Gama-Island was certainly not a disappointment!
Albert and other company heads were present on the day when it was officially opened,
to show their support. Albert said, "The brand new Gama-Island is bigger and better than
before. But because we have increased the size of the kitchen, the dining area is not as
large as I imagined. But never mind; please be patient for a while. I promise that GamaIsland will be upgraded again! I expect the space of the next Gama-Island to be ten
times larger than this one. It will provide more facilities and even a swimming pool for
Gamanians." Finally, Albert gave special thanks to the people behind Gama-Island for their
efforts and happily cut the ribbon during the opening ceremony. From this moment on, the
brand new Gama-Island has been in operations.
Gama-Island 1.5 comes on stage.
Gama-Island was not only upgraded but has also evolved!
A signage that states "Gamania Only"
hangs at the entrance.
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The brand new Gama-Island offers more food and drink choices, with of course, the same quality service.
The space design with woodwork as the dominant feature makes the current Gama-Island better and
more comfortable than the previous one which was located on the 17th floor.
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SPACE 17 The exhibit area was also moved to the first floor, same as Gama-Island.
"Gamania originals" and "DENSITY" artworks are showcased at the entrance.
The 2nd floor houses the gym, yoga and dance studios.
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Even the bathroom has a
very modern design, making
people feel as if they came
to a five-star fitness center.
During the soft opening of Gama-Island, it was crowded everyday. The
queue extended to the street outside and outsiders thought Gamanians
were lining up for some sort of limited edition products.
After the ribbon cutting ceremony, Albert happily posed for pictures with the Gamanians.
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Hong Kong:
Special Report
ACGHK，Animation-Comic-Game Hong Kong
The Opening of the 13th AnimationComic-Game Hong Kong 2011
The "Animation-Comic-Game Hong Kong" held in the Hong Kong Convention and Exhibition
Center attracts a large number of anime and video game enthusiasts every year. It is a
large exhibition of comics, animation, video games, toys and models. The event this year
ran from July 29 to Aug. 2, with an unprecedented number of attendees estimated at
690,000.
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There are 170 exhibitors and 500 booths in total this year, making it the largest in history.
Gamania's exhibit this year maintained its consistent attractive presentation through the
use of various visual aids for impact. The booth was quite popular, with players queuing up
to buy its quality goods and limited edition gift boxes. They go home happy after enjoying
the wonderful stage performance and receiving the exquisite, limited edition gifts and treats
from "CS online", "Dragon Nest", "Fantasy Earth Zero", "The Great Merchant", "Elsword",
"Getamped", etc.
Limited edition products introduced by Gamania were cleared in a short time.
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Aside from the contests and games organized during the exhibition, Gamania also
prepared an entertaining stage performance, including a Chinese traditional dragon dance
and a Cheung Chau Float. Girls in bikinis also paraded around to make the players drool!
Splendid, abundant,
intense and exciting competitions on stage
The wonderful and exciting competitions were moved to the stage of the convention center.
During the "Animation-Comic-Game Hong Kong", Gamania held exciting online game
competitions to challenge players. These included elites’ competition of "CS online",
"Dragon Valor" PVP competition and competition of nest copy of "manticore counterattack"
of "Dragon Nest", melee of "Elsword", and the battle between powerful conferences in
2011, etc. "Fantasy Earth Zero", which was very popular among players, also held the
3rd anniversary final fantasy battle competition, making players watch and play to their
heart’s content!
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Enthusiastic, stirring,
refreshing and pleasing performance
The huge 4-meter dragon dance started with noise and excitement on the stage of Gamania.
Besides a series of exciting competitions, Gamania also prepared many wonderful
performances for players. To rev up the players, "Dragon Nest" moved the Chinese
traditional dragon dance to the stage of Gamania on the first day of the exhibition. The
atmosphere was pushed to the climax when a huge 4-meter dragon was carried onstage
by several men and led by Miyoko, a sexy model, and Ada Wong!
The huge dragon led by Miyoko and Ada Wong entered, pushing the atmosphere to the climax!
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"Forsaken Epoch" even had the Cheung Chau Float presentation in the Animation-ComicGame Hong Kong. The cute players in the float portrayed the characters in "Forsaken
Epoch", integrating traditional folk performance into the modern video games to show that
“Forsaken Epoch” would infuse more diverse new elements into the games!
Little players in the float played the 5 clans in "Forsaken Epoch". So cute!
"Web Koihime Dream", a web game adapted from the famous "Koihime Musou" of Japan,
even invited Uny and three young girls to play sexy roles in the game. They played games
with 9 bikini girls onstage. During the activity, the cool bikini girls even invited players to
come up onstage to lick lollipops with them, making the players have an unforgettable
summer experience!
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Cool bikini girls made the temperature in the convention center rise!
A role play of "Elsword": Lena (left) and Eva (right); aren't they sweet and cute?
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With their charming looks and sweet smiles, the Show Girls provided the players with much needed vigor
(:-D)!
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Gamania Hong Kong held a heart-warming birthday party for a colleague after the exhibit.
Thanks for the hard work of the staff in Gamania Hong Kong. The Animation-Comic-Game Hong Kong
has finally ended with complete success!
Recommend R
The Father of Black Jack · Astro Boy
An Exhibition of
Osamu Tezuka's World
G!VOICE recommends:
"This is a creative exhibition that will
make students in grades five and six
revive an old dream. It will exhibit over
160 pieces of manuscripts autographed
by Osamu Tezuka, the god of cartoon.
The animated films and his workroom
will be featured. There are 8 exhibition
areas altogether. Once you enter the
exhibition area, you will feel as if you
are traveling in time, not only in ancient
times but also hundreds of years into
the future, with the cartoon characters of Osamu Tezuka. Grown-ups can revive an old
dream and children can have a good time here! ”
Life of Osamu Tezuka - Early Life
Life of Osamu Tezuka - Debut
Exhibition Information
Exhibition time: 2011/07/09~2011/10/06 9:00-18:00
Venue: No.1 Exhibition Hall, Chiang Kai-Shek Memorial Hall
Events Website: http://tezuka.ishow.gmg.tw
Ticket price:
◎Full fare: 220 Yuan
◎Excursion ticket: 200 Yuan (College students or below and senior citizens above 65 years old)
◎Group ticket: Get one ticket free for every 5 tickets if you buy more than 20 tickets. However, the group
must enter the exhibition hall together and the tickets must be bought on site. It applies to both the full
fare and excursion tickets.
◎Parent-child ticket: 399 Yuan; this is applicable in cases wherein a parent and a child enter the
exhibition hall at the same time.
◎Free: Children under 90cm (they must be accompanied by an adult); the disabled and one companion
can enjoy free admission passes.
© 2011 Gamania Digital Entertainment Co., Ltd. All Rights Reserved.
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