Exhibition key visual for the Ministry of Agriculture's rice culture event

Let's Eat Together (做伙來呷飯): Bringing Taiwan's Rice Culture to Life

Exhibition DesignEvent Planning

Howdy Creative planned 'Let's Eat Together: National Rice Star Challenge' for Taiwan's Ministry of Agriculture, pairing an exhibition with a market in the plaza in front of the Presidential Office Building to build public appreciation for domestic rice and Taiwan's rice culture.

Challenge

As diets have grown more westernized and imported rice competes hard on price, sales of Taiwan's domestically grown rice have kept falling, directly affecting farmers' livelihoods and posing a long-term risk to Taiwan's agriculture. The Ministry of Agriculture wanted a high-impact public event that could restore attention to domestic rice and encourage people to eat more of it.

Goal

The goal was to help more people understand the value of domestic rice, build genuine affinity for Taiwanese rice, and raise the everyday standing of rice culture, using immersive experience instead of slogans so visitors could actually taste and feel the variety of rice on offer.

Approach

  1. Centered a large rice exhibition and market on the theme 'Let's Eat Together: National Rice Star Challenge,' staged in the plaza in front of the Presidential Office Building.
  2. Combined a food market, playful challenge games, and rice cooking demonstrations so visitors could rediscover domestic rice in a relaxed setting.
  3. Built a 'Rice Growth Cycle' experience zone using illustrated panels to explain how rice grows and its nutritional value.
  4. Invited well-known chefs to demonstrate rice dishes and introduce new recipes, encouraging visitors to bring more domestic rice into everyday meals.

Outcome

The event ran on schedule in the plaza in front of the Presidential Office Building. The opening ceremony, the Rice Growth Cycle experience zone, panels on global food conditions, and a wall display of Taiwan rice products were all delivered as planned, using the market and hands-on experiences to communicate the value of domestic rice to the crowds on site.

Opening ceremony of 'Let's Eat Together: National Rice Star Challenge' on stage at the north plaza in front of the Presidential Office Building
Opening ceremony
Nighttime view of the domestic rice exhibition booths at the Rice Growth Cycle experience zone
Rice Growth Cycle experience booth
'Let's Talk Food' panel on global food conditions, featuring a world grain map
Global food conditions exhibit
'Taiwan Rice No. 1' wall display arranging packaged domestic rice products into the shape of a rice motif
Taiwan rice display wall
Display of dried rice sheaves and gift box arrangements of rice products at the event
Rice sheaf and gift box display

FAQ

How do you keep a food culture campaign from feeling like a slogan?
We design immersive experiences, market stalls, challenge games, and live cooking demonstrations, so visitors taste and take part firsthand instead of just reading a message, which makes the campaign far more memorable.
How do you scope a large outdoor promotional event for a government client?
We size it around the venue and target audience. Howdy Creative is comfortable combining several formats, market stalls alongside hands-on challenges, in a single large outdoor plaza so different age groups all find something to do.
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