For the month of June, we’ll be looking at culinary storytelling as a map of identity, migration, and innovation. We’ll delve into how taste connects the local to the global, the past to the future, and juicy stories to mouthwatering insights.
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This video just hit a whole new level of complicated.
No one would’ve thought these two concepts could work together. Just think about it. @erling breathes fire, speaks Mandarin, and sells you 200-year-old herbal tea, and the campaign could not care less whether it makes sense. It even got to the point where people thought it was AI. But it‘s real. Maybe, among a thousand algorithms and everyone fighting for attention, brain rot advertising finally wins.
@walovi_official , the global face of Wang Lao Ji (王老吉), built the whole campaign around shàng huǒ (上火), a Chinese idea of ”internal heat“ that English has no clean word for. So they didn’t translate it. Instead, they used the most direct visual language to show what the drink actually does, out-weirding the language barrier with fire, barbecue, and a remixed terrace chant until the feeling lands before you have the vocabulary for it.
Can‘t really get this music out of mind while writing this post.
#radii #radiimedia #王老吉 #erlinghaaland #worldcup
This video just hit a whole new level of complicated.
No one would’ve thought these two concepts could work together. Just think about it. @erling breathes fire, speaks Mandarin, and sells you 200-year-old herbal tea, and the campaign could not care less whether it makes sense. It even got to the point where people thought it was AI. But it‘s real. Maybe, among a thousand algorithms and everyone fighting for attention, brain rot advertising finally wins.
@walovi_official , the global face of Wang Lao Ji (王老吉), built the whole campaign around shàng huǒ (上火), a Chinese idea of ”internal heat“ that English has no clean word for. So they didn’t translate it. Instead, they used the most direct visual language to show what the drink actually does, out-weirding the language barrier with fire, barbecue, and a remixed terrace chant until the feeling lands before you have the vocabulary for it.
Can‘t really get this music out of mind while writing this post.
#radii #radiimedia #王老吉 #erlinghaaland #worldcup
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"CHOPSTICKS 箸" is S—3`s debut show at @milan.design.week . Curator @missyoko invited 11 designers from China, Japan, Korea and beyond to reinterpret the one object the whole region shares: the chopstick.
Maybe that`s where creativity actually lives: not in chasing what`s new, but in really looking at what`s already in your hand.
Comment ”RADII” below to join our newsletter and never miss content like this again.
#radii #radiimedia #milandesignweek #chopstick #design
"CHOPSTICKS 箸" is S—3`s debut show at @milan.design.week . Curator @missyoko invited 11 designers from China, Japan, Korea and beyond to reinterpret the one object the whole region shares: the chopstick.
Maybe that`s where creativity actually lives: not in chasing what`s new, but in really looking at what`s already in your hand.
Comment ”RADII” below to join our newsletter and never miss content like this again.
#radii #radiimedia #milandesignweek #chopstick #design
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The first photograph of life beneath the water wasn`t taken until the 1890s: when French zoologist Louis Boutan dragged a camera to the seafloor and, by 1899, captured the first true underwater portrait.
Before that, the only record of what lived in the deep was imagination. Swipe through the monsters >>>
#radii #radiimedia #photography #chinesehistory #seamonsters
The first photograph of life beneath the water wasn`t taken until the 1890s: when French zoologist Louis Boutan dragged a camera to the seafloor and, by 1899, captured the first true underwater portrait.
Before that, the only record of what lived in the deep was imagination. Swipe through the monsters >>>
#radii #radiimedia #photography #chinesehistory #seamonsters
...
This Chinese brand keeps turning heritage food into things you`d never eat.
Most people think candied fruit (蜜饯) isn`t heritage food. It`s the sticky, sweet-sour stuff at the supermarket checkout. But 苏式蜜饯, the Suzhou version, is a centuries-old craft, and @beast_shanghai (野兽派) just built a Dragon Boat Festival product on it.
What keeps it from feeling like a gimmick is the lineage. The technique comes from Guangfu in Suzhou, where preserving fruit is treated as living craft rather than candy, and historically it was used only for candied fruit, never for incense. This is the first time anyone`s pointed it at scent, and that`s what "Chinese flavor" looks like when a brand takes it literally.
#radii #radiimedia #蜜饯 #DragonBoatFestival #端午节 #野兽派 #BEAST #非遗 #intangibleculturalheritage #incense
This Chinese brand keeps turning heritage food into things you`d never eat.
Most people think candied fruit (蜜饯) isn`t heritage food. It`s the sticky, sweet-sour stuff at the supermarket checkout. But 苏式蜜饯, the Suzhou version, is a centuries-old craft, and @beast_shanghai (野兽派) just built a Dragon Boat Festival product on it.
What keeps it from feeling like a gimmick is the lineage. The technique comes from Guangfu in Suzhou, where preserving fruit is treated as living craft rather than candy, and historically it was used only for candied fruit, never for incense. This is the first time anyone`s pointed it at scent, and that`s what "Chinese flavor" looks like when a brand takes it literally.
#radii #radiimedia #蜜饯 #DragonBoatFestival #端午节 #野兽派 #BEAST #非遗 #intangibleculturalheritage #incense
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The biggest World Cup ever kicks off tomorrow, and the cleverest World Cup ad in China has zero football in it.
It`s a french fry kicking a blob of ketchup in the Guangzhou metro, under the line "fries that want to win dip Heinz", because Heinz isn`t a sponsor and doesn`t need to be. The brand that`s spent decades as advertising`s quiet favorite just built a repeatable grammar: "anything that wants to win is in Heinz", and is running it across China`s whole sports calendar.
34 Tomatoes for the National Games last year. Fries for the World Cup now. Heinz did it again, using a creative "hypejacking" campaign to tie itself to the World Cup.
#radii #radiimedia #heinz #guangzhou #WorldCup
The biggest World Cup ever kicks off tomorrow, and the cleverest World Cup ad in China has zero football in it.
It`s a french fry kicking a blob of ketchup in the Guangzhou metro, under the line "fries that want to win dip Heinz", because Heinz isn`t a sponsor and doesn`t need to be. The brand that`s spent decades as advertising`s quiet favorite just built a repeatable grammar: "anything that wants to win is in Heinz", and is running it across China`s whole sports calendar.
34 Tomatoes for the National Games last year. Fries for the World Cup now. Heinz did it again, using a creative "hypejacking" campaign to tie itself to the World Cup.
#radii #radiimedia #heinz #guangzhou #WorldCup
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