Age of Exuberance, ATV, Pixel Riders, Toyota Land Cruiser #216 / August 3, 2023 (Fri) / Confidential |
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It's been just a month since we last met.
During my summer break, I traveled to both Korea and Da Nang, Vietnam. This was my first visit to a communist country. It has a long, narrow terrain resembling a bent arm, formed as the Yue (Viet) people from the prosperous Yue (Viet) nation during the Spring and Autumn period migrated southward.
Vietnam has been influenced by major powers like Mongolia, France, the United States, and China through various wars, and these influences can be seen throughout its culture and consciousness.
As a consequence of past wars, the male-to-female ratio was once skewed to about 2:8, resulting in a scarcity of men at one point. This led to women taking on the primary role of breadwinners. Even now, it's common to see middle-aged men leisurely enjoying their mornings on the streets, sipping coffee, not working.
Starting salaries for newcomers in the job market range from $400 to $800. Affordable apartment rentals begin at $160 to $230, while upscale options can go up to $800. Motorbikes are priced at about half the cost of cars, and with fuel prices around $3.78 per gallon, middle-class families often choose motorbikes as their main mode of transportation. As seen in the photo, motorbikes, which serve as a people's car, can carry up to four people at once. Despite frequent motorbike accidents resulting in many casualties, the situation hasn't improved significantly.
Many used cars are imported from places like South Korea, and to cut costs, they are disassembled, imported to Vietnam, and then reassembled. While socialism is the foundation, the wealth gap is significant, and even the color of a car's license plate can indicate the level of affluence. (Red is for military vehicles, yellow for border patrol, white for diplomatic and foreign organizations = well-off individuals)
Vietnam is experiencing a trend of various companies from China and other places pivoting to establish their presence, such as Nike, Vans, and Lotte. Related industries are also benefiting. One very interesting point is that selling counterfeit products is not illegal. Night market stalls are filled with knockoffs of Chanel, Prada, and Louis Vuitton, and defective products from manufacturing factories are also distributed in various ways. |
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To make the most of the several hours of free time we were given, I downloaded the Grab app, similar to Uber. Since there were numerous operating vehicles, the wait times for pickups weren't too long. However, in areas with high store density, it proved quite challenging to meet up with the driver. Since the accurate pickup location wasn't always available, I often relied on the assistance of locals to call for a ride. Communication beyond basic English was difficult, so the Papago app with its Voice-to-Text feature will likely be used more frequently than Google Translate.
One drawback I experienced with the Grab app was the difficulty in linking a US credit card (only Korean cards are accepted) and the inconvenience of fares not being displayed in dollars. This meant that unless converted to Vietnamese dong, additional money needed to be handed over for dollar payments. While Kakao Maps was helpful by displaying directional arrows in red for walking routes, Google Maps exhibited vulnerabilities when it came to pedestrian navigation. |
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With its friendly locals, affordable prices, and a harmonious blend of diverse cultures, Da Nang in Vietnam is a fantastic leisure destination worth experiencing at least once. However, it's advisable to avoid the hot summer months (July-August) and the rainy seasons (May-June, October) when planning your visit.
Closing my eyes, I can still feel the refreshing 100% mango smoothie served at the cool hotel and the endless stretch of My Khe Beach. The taste of fresh Pho lingers in my thoughts, bringing back memories of the vibrant moments. |
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🤗 Newletter Summary
01. Consumer Trend - Age of Exuberance - Brands that embrace vibrant colors, evoking deep resonance with consumers, and generating a sense of self-expression and delightful experience.
02 Design
A. ATV with Minimal Terrain Impact _ 18 Wheels
B. Bringing Digital Nostalgia to Life _ Pixelrider
03 Automotive Weekly - 2024 Toyota Land Cruiser |
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Consumer Trend - Age of Exuberance + Barbiecore
With the release of the "Barbie" movie, a vibrant wave of Barbie-inspired colors, ranging from magenta to baby pink, is igniting the 'Barbiecore' trend. The rise of Barbiecore is not solely attributed to the movie; it's also influenced by the retro sensibilities reminiscent of Y2K and disco fashion from the 1980s and 90s. Embracing retro as something cool, Generation Z is enthusiastically embracing various shades of pink items since the live-action Barbie adaptation hit theaters in July.
On TikTok, a video demonstrating how to make pink pasta garnered a whopping 12.4 million views, while Fiat recently declared it won't sell gray cars in its diverse color range anymore. This decision demonstrates a brand's commitment to infusing vitality by embracing emotionally evocative colors and rejecting those that don't align.
Rather than debating the merits of such bold trends, perhaps we should consider making audacious decisions by incorporating vibrant colors to infuse our brands with vitality and individuality, as long as these choices exhibit a positive impact on brand promotion. 🎨💫
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Design A - An ATV with minimal impact on the terrain. - 18 Wheels
Conventional ATVs emit carbon and leave significant traces on the terrain. A Finnish startup called 18 Wheels is currently in the process of developing eco-friendly ATVs that minimize their impact on the environment and terrain. |
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Instead of four conventional wheels, this ATV utilizes 18 small wheels, each driven by its own motor. With each wheel mounted on steel coil springs, it gains independent suspension, enabling it to navigate uneven terrain. While its appearance while in motion might be unconventional, it deserves applause for its non-destructive impact on the environment. With its refined design, one looks forward to its potential development into a commercially viable product. |
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Design B - 디지탈 노스탈지어 - Pixel Riders 신발
It all began with the pixel collections of Louis Vuitton and Loewe, and now the pixel nostalgia trend is flowing even into footwear. Catering to those who remember and yearn for the early days of digitalization, unique design products capturing that era are steadily emerging. Amidst this trend, Kostman's Pixelrider shoes are crafted using injection molding, creating a durable, lightweight foam three times lighter than EVA, capturing the essence of that bygone era when digitalization was just starting. |
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Inspired by the exciting era of early digitalization, which holds nostalgic memories, designer Andrew Kostman infused the unique essence of the 90s into his pixelated shoes. These shoes are set to be produced in a limited quantity of just 2,500 pairs. Available in three colors – Valcan, Bubble Gum, and Milky Way – they capture the distinct vibe of the 90s and are reminiscent of Crocs with a price point around 300,000 KRW. The pixel shoes represent a fusion of past nostalgia and future-forward design, leaving one curious about how pixel aesthetics will be integrated into various industries in the future.
#BreakingConventions #FutureForward #GamingInfluence #Synthesis #GlobalFashionTrend |
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Automotive Weekly - 2024 Toyota Land Cruiser
Like Jeep and Land Rover, Toyota's Land Cruiser is Toyota's second SUV model and holds a distinguished history dating back to World War II. However, three years ago, the Land Cruiser was discontinued in the U.S. market, leaving many Americans feeling disappointed. Toyota has revived the Land Cruiser model after a three-year hiatus. In contrast to the mainstream, it has garnered praise for its fresh design that skillfully incorporates a sense of restoration without simply following the trend of emulating Range Rover. |
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Rather than describing the front design as well-organized, it seems more like a blend of various sensibilities to cater to and satisfy diverse markets. The change in direction from the fender panel towards the front grille feels unfamiliar and awkward, and the application of body color to the lower section of the headlights gives an overall disjointed impression, creating a tactile sensation that it might detach with a slight touch.
The steep angle of the A-pillar, reminiscent of a vintage feel, forms the capsule design. However, unlike the common sharply descending roofline, there's no need to compromise visibility much during turns.
Instead of the popular pressed grill style, the design with a robust metal bar dividing the grille while connecting the headlights evokes the appearance of Land Cruisers from the 1980s and 90s that resembled trucks. The new Land Cruiser will be available in three trims: "1958," "Land Cruiser," and "First Edition." The base "1958" trim is expected to showcase a neater design from the side with classic round headlights instead of the square ones. |
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On the side profile, there is a noticeable effort to minimize surface changes apart from the distinct single line that runs from the front to the rear. However, the variation in the beltline is particularly intriguing. |
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In the interior photo, I strongly sensed the designer strategically placing a large screen in the center and arranging knobs and buttons in a rational and aesthetically pleasing alignment. The most prominent feature is the volume control, positioned somewhat isolated on the left side of the screen, highlighting a driver-centric usability.
The Land Cruiser is set to be released next spring, starting in the competitive mid-$50,000 range, in contrast to the current trend where most SUVs start around $65,000. Since its reveal, American consumers have shown significant interest in its surprisingly affordable price point and bold exterior. Reviews are expressing anticipation for the new model's entry into the market, with its integration of retro design and modern conveniences. |
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A lottery called Mega Millions is creating a frenzy. The jackpot, which is targeted at the 45 states in the U.S., has been steadily increasing as the winner hasn't emerged for several weeks. The prize money has now reached $1.25 billion (approximately 137.5 billion KRW). People are pooling money together with hopes of hitting the jackpot, creating a stream of colleagues and friends purchasing tickets. I also bought some tickets today, and I anticipate the next drawing will make for a dopamine-filled few days.
In the scenario of winning in California, after deducting 24% federal tax and 13.3% state tax, the amount you'd actually receive would be around $790 million (approximately 86.9 billion KRW). So, today, I'll be wearing a constant smile, imagining a happy future. Haha! (The odds of winning, though, are like getting struck by lightning twice...)
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Kia Design Center America
Written by Jenna Chwee
Email: jchwee@hatci.com
101 Peters Canyon Rd. Irvine, CA 92606
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