-- The word “fan” in Chinese is a homophone for the word meal/rice. Fan culture (as in following celebrities) in China is also unique. Based on that, I extracted the most common types of fans (with different labels people gave them) and made them into "meals." With a recipe book and actual object displayed, as well as a "cooking" demo video, showing general and detailed aspects of the fan culture. The contrast generated an absurd comedic effect and, in a way, reflected the nature and significance of identity and labeling.

Design and creative: Shuheng Fu
Copywriting: Zixuan Li, Zulpkar Muhtar
Photography: Jing Peng
Video editing: Congjin He
With thanks to:
Liang Dai, Donglai Zhu, Yue Wu, Jie Wang

Design Process: