FOLLOW THE WIND

A Portuguese egg tart package that represent Taiwanese ridiculous queueing culture for food craze.

Since the Portuguese egg tart was imported to Taiwan around 1997. It was so delicious that it started a food craze in a sudden. However, after the craze, egg tart shops forced to close by the poor market. That is how the queueing culture starts in Taiwan and this kind of jumping on the bandwagon action is called follow the wind, which winds come and go quickly. So, when people open the package, they will see this long queue just waiting for an egg tart along with a borchure that introduce Taiwanese cultures and recipe for Portuguese egg tarts.

ART DIRECTOR
Dermont Mac Cormack
YEAR
2019
ROLE
Packaging
Brand Identity
Illustration
THE PORTUGUESE EGG TART EFFECT

A well-known marketing history in Taiwan, and people are still acting like this.

Back in 1997, a Hong Kong entertainer imported Portuguese egg tarts, and he knows how to promote products really well that egg tarts were so popular within one month, and people were crazy to wait in line for days in order to taste and show off. Many businessmen follow this trend and within a week that over ten stores can be opened on the same street. Not to be surprised, KFC also sells egg tarts in Taiwan and they are the only chain store that sells egg tarts till now. The effect hitted the market around a year but suddenly people didn’t like it anymore. Stores were forced to close by the poor market. Since then, when a new trend or craze appears and fades in a period of time, Taiwanese call it as “Portuguese egg tart effect” or “follow the wind.”