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Si Chen’s “Ten out of Ten” Cultural Tasting Event Art Direction transformed dining into a living artwork, blending Chinese culinary roots with Thai cultural cues to craft an experience as rich in symbolism as it was in flavor.
Conceptual design in art direction thrives on the power to turn an idea into an atmosphere that people can feel, explore, and carry with them. Imagine a Chinese food tasting in Thailand, where the richness of Chinese culinary heritage meets Thai cultural cues in an unexpected dialogue. It is not just a dinner, but a stage where flavors, symbols, and traditions come together to tell a story. This is the essence of conceptual design, creating experiences that move beyond the visual, stirring emotion, curiosity, and delight in ways that linger long after the last taste.
Si Chen’s vision for the “Ten out of Ten” Cultural Tasting Event turned a simple food showcase into a performance of culture and design. Red, a color of prosperity in China, was reimagined in Thailand as bold gradients of chili red and vermilion, accented with gold to stir both appetite and festivity. Even the flavors were recast, moving from the familiar sharpness of sour and spicy toward Thailand’s iconic spicy sweet balance. The phrase 十全十美, usually read as “perfect in every way,” found new life as the Buddhist idea of “Ten Directions of Dharma,” deepening the experience with a resonance that felt local yet universal.
The spatial design elevated everyday objects into cultural storytellers. Chinese steam baskets appeared as Thai sticky rice steamers, soy sauce jars gave way to fish sauce urns, and a curtain of chili peppers tied the two cuisines together with fiery symbolism. Mahjong tile lettering took on a Thai comic style that spilled across booths, seats, and playful photo backdrops.
The digital layer amplified the event beyond its walls. Guests played a “Flavor Match” game pairing Chinese dishes with Thai condiments, while Mahjong inspired GIFs and stickers spread across social media under the witty hashtag 十味十足, or “Ten Flavors Full Satisfaction.” This extension made the concept participatory and irresistibly shareable, blending cultural curiosity with the joy of discovery.
Events like this spark dialogue between communities, invite new audiences to engage with heritage, and open doors for collaboration between brands, vendors, and designers. They prove that design appeals more than just the appearance as it entails shaping relationships and building bridges. Chen’s work shows how cultural storytelling, when handled with sensitivity and imagination, can strengthen identity while also inviting the outside world in.
In today’s landscape where global audiences crave authenticity yet love novelty, Chen’s approach sets a valuable precedent. Chen’s art direction proves that culture does not have to be simplified to be understood. Instead, it can be enriched through thoughtful reinterpretation, offering experiences that are both locally resonant and globally engaging. Chen’s remarkable work of art won a Gold in the 2025 MUSE Design Awards, under the newly introduced Conceptual Design category for Art Direction.
Credits
Entry Title: "Ten out of Ten" Cultural Tasting Event Art Direction
Award-Winning Designer: Si Chen
Winning Category: Conceptual Design - New Category: Art Direction
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