Surplus year after year

This work is the packaging for Hai Sheng He’s “Year of Abundance” dried Spanish mackerel limited edition gift box, centered on the design concept of “modern gifting aesthetic translation of intangible cultural heritage (ICH) New Year paintings”—aligning with MUSE’s evaluation focus on “cultural inheritance + scenario adaptation”.

Visually, it adopts traditional festive red as the main tone, integrating Yangjiabu woodblock New Year painting (an ICH)-styled patterns of koi fish and lucky dolls. Vivid colors and intricate details echo the auspicious theme of “year of abundance” (a homophone for “surplus” in Chinese), while gold-stamping technique elevates the high-end gifting texture.

Culturally, it links ICH craftsmanship: translating folk auspicious meanings (koi symbolizes prosperity; lucky dolls represent joy) into the food gift box, enabling ICH culture to blend into daily gifting scenarios.

Functionally, the layout balances the visual integrity of ICH elements and food packaging practicality, clearly presenting the limited-edition attribute and product information.

Its core value lies in transforming ICH New Year paintings from traditional carriers to modern packaging—conveying the warmth of Chinese folk culture in the international design context, while meeting gifting scenarios’ experiential and functional demands.