Redesign for Sustainability 2012 Asian Smart Living International School Report 4746

Jenju RomanceRedesign for Jenju Village Community

Mentor / Ching-Chiuan Yen _ Singapore

Seed Teaching Assistant / Kai-Lan Huang _ Taiwan

Team members / Yuki Shinohara _ JapanSeung-Hee Sohn _ KoreaRung-Ge Chen _ TaiwanChi (Vanessa) Chiu _ TaiwanChia-Chi Lin _ Taiwan

Redesign for Sustainability 2012 Asian Smart Living International School Report 4948

We began our journey at Dongshan Train Station. The station's architectural design is distinct and its roof is shaped like a kite. Its interior is decorated with pictures of kites on seat covers and stained glass windows. There is even a large public art installment outside its entrance dedicated to the theme of kites. And the souvenir stamp station is popular with visitors as well. Departing the station, we traveled to the Jenju village activities center via a bike path. We were surrounded by beautiful greenery, and we were treated to the sights of many straw mounds and distinctive public artworks. At the center, we inquired about recent development projects. Besides that, we both tried local specialty foods and tried our hand at making straw rope and scarecrow. Finally, we rode our bikes to tour the local bed and breakfast facilities, which are often enclosed by bamboo fences. We learned from a volunteer that young people from the village often leave due to a shortage of good jobs. Although bed and breakfasts can create jobs, they also fundamentally alter the atmosphere of a traditionally self-sufficient community. Another problem is the high labor cost of making straw handicrafts. This leads to high production costs, which eats into the already low revenue that can be generated from these products.

DISCOVER

DEFINE

First, we wrote down our impressions of what Jenju is distinctive about. Then we analyzed our findings by using the SWOT method, and we thought about how to mitigate weaknesses and outside threats that the community is facing. The Greater Erjie Community faces many community and economic challenges, including the problem of emigration, and the need for improved development in tourism and recreational farming. The willingness of local volunteers to assist in these efforts can help the community resolve these challenges over the long term.We determined that our design would address the following areas: promoting local specialties, encouraging repeat visitors, funneling visitors of Jenju to other areas nearby, creating jobs for locals, and utilizing local resources to create engaging activities for visitors.

Redesign for Sustainability 2012 Asian Smart Living International School Report 5150

We divided our team into two person groups, and each group chose one of the areas for concrete development. We sought to imagine a journey that a typical visitor will make: what kind of media will they use and engage with, what kind of activities would be e�ective in imparting local culture, etc. We thought that a themed trip, such as one for couples or one that recreates cinematic scenes, would be a good way to market the village. Visitors would form a strong emotional impression of the place that they can take home with them. Furthermore, we thought that the idyllic village lifestyle as it experienced over the four seasons could also be an attractive marketing angle. During di�erent seasons, visitors would have the chance to experience making di�erent handicrafts, and they would likely want to visit again to experience the next season. Next, we developed concrete plans to bring these ideas to life.

DEVELOP

We created a full itinerary for Jenju. We aimed it at couples and sought to appeal to their romantic side. We would place informative and well-updated guidebooks at the Dong Shan Train Station and major attractions in the area. This "passport" will help visitors find their way around Jenju village. At di�erent locations, visitors will assemble the materials needed to make a straw ring. After collecting everything required, visitors can follow the assembly directions in the book. With the passport, we hope to provide much needed information and to add novelty to the journey.

DELIVER

FINAL PRESENTATION

PROBLEM IDENTIFICATION

IMPROVEMENT OF JOURNEY MAP

The journey in Jenju village was divided into three experience steps: before, during and after. To complete the service system, we were looking for ways to improve touch points and good ideas to strengthen existing services, as follows:

BEFORE DURING AFTER

ChannelGuide bookMovie FilmTV showEtc…

ContentsBeautiful landscapeLove storyLovely souvenirEtc…

Feeling senses (In Visitor’s Journey)SmellingTouchingSeeingTastingHearingAtmosphereOthers…

VisiblePosting at Facebook / BlogPoster cardsLovely Goods

InvisibleRemaining their Memory

1. Emigration of village youth due to lack of job opportunities 2. Lack of clearly de�ned attractions and lack of publicity 3. Lack of tourism infrastructure in the area

Lack of job opportunities

Lack of tourism

infrastructure in the area

Lack of clearly de�ned attractions and

publicity

We hoped to increase public interest in the region through advertisements and distributable pamphlets. Our goal was to emphasize the cultural attractions of Jenju and to create interactive activities that would make the trip a memorable one. By giving visitors an opportunity to create their own souvenir, we hoped that visitors would promote the area further to their family and friends after they go home.

We wanted to invite more visitors and these are our goals:

To utilize natural resources, such as farmland and straw, or to create an attraction based on the idyllic village lifestyle

To turn raw resources into distinctive attractions

To stimulate the local economy by bringing in tourist dollars, while creating jobs for the village youth

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DESIGN GOAL

EnvironmentalUsing their natural material

EconomicEarn the money

SocialYoung people come backNew and repeated tourists

SustainableDevelopment

FINAL PRESENTATION

SERVICE BLUEPRINT

Touch point development:

1. Passport use (only for Jenju community) 2. Lunch boxes (for couples) 3. Fire�ies (to be romantic)

By using of the informative passports, visitors will gain a deeper understanding of the site, as well as the connections between the history of Jenju and its current buildings. The passport will also include introductory information on activities that showcase the local culture. And we will utilize the changes in the four seasons to design unique events for each. This will encourage visitors to come back to Jenju. Furthermore, by creating their own unique, hand-made souvenir, visitors can enjoy their memories of the trip long after their visit.

Jenju passport design for couples

JOURNEY

Physical evident(Touch-Point)

Before

What we’ll propose?

During & After

@ HOME

(to be romantic) (for couples) (only for Jenju community)

(with application) fan page

PlacePlace

ProductProduct

Dongshan Train Station JENJU Village Train @ HOME(@ night)

DESIGN CONCEPT & STORY BOARD

We would create specialized services and attractions that target couples. We would also create and distribute a travel guide "passport" which would include background information, attractions information, and directions for making straw handicrafts. Visitors can follow the detailed itinerary outlined in the passport. After they complete their journey, they will collect raw materials to make straw rings. They can then enjoy a romantic evening out in the idyllic village setting of Jenju.

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A couple comes to Dongshan Train Station.

They don't know where the wonderful places are.Fortunately, they �nd the passport and they are going to have a romantic journey in Jenju Village.

Collecting straws at each place to make a special ring.

Eating 4 seasons meal boxes for couples at noon.

Taking sweet photos under the big straw wreath.

After waiting until the night at the riverside of Dongshan River to watch fireflies, and then the boy makes his proposal to his girlfriend with the special straw ring.

How romantic it is: a place where true love becomes even closer.

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