2022 marks the year of the Tiger in the Chinese zodiac. The Pingtung County Government in Taiwan meticulously crafted special New Year's tokens and red envelopes, symbolizing wishes for a peaceful, auspicious, and successful year ahead for the citizens of the county.
In Mandarin, the word for "amulet" made a homophonic pun to the term for "Tiger." Combining these two symbols of good fortune, the concept of the "Tiger Amulet" was born. Each of these amulets contained a 10 New Taiwan dollar coin, signifying the bestowal of wealth and prosperity.
While the customary New Year practice in the Asian community had been to include a one-dollar coin, the county mayor made a thoughtful decision to elevate the benefit for the people, especially targeting low-income households and the elderly residing in care centers. Consequently, the value was elevated to ten dollars, signifying an increased gesture of goodwill and prosperity.
The innovative "Tiger Amulet" swiftly garnered a reputation for its ingenuity, leading to the production of an impressive 120 thousand pieces. All of these uniquely crafted "Tiger Amulets" were made accessible to the public free of charge, spreading joy and festivity throughout the community in celebration of the auspicious year of the Tiger.
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CREDIT
Client｜Pingtung County Government
Agency｜Mengdom Design Lab
Creative Director｜Meng Chih Chiang
Creative Director｜Meng Chih Chiang
Project Manager｜Pei Rong Lu
Photography｜final_final studio
Print｜Lee Teh
Paper｜Auspic Paper, Daya Paper
Over time, long after the year of the Tiger had come to an end, the "Tiger Amulet" continued to be revered as a sacred talisman. It was suspended from rearview mirrors in cars, prominently displayed in living rooms, or carried by individuals wherever they went. More than just a temporary offering, the "Tiger Amulet" became a cherished keepsake, symbolizing a lifelong tribute to all the blessings and prosperity in one's journey.
紙張→
平安符｜恆成紙業 細紋映畫 120g
內卡｜大亞紙業 亮彩虹卡 270g
印刷→
平安符｜兩特色印刷+水消光+燙金
內卡｜單色印刷
加工→
平安符｜壓凸+軋型+貼膠成型
內卡｜裁切+手工背膠貼10元硬幣
御守結：金色繩長度20公分+PVC透明袋 48x70mm
THANK YOU!
