The Upright Zongzi

gift box for the Dragon Boat Festival

Conventional packaging of zongzi lays much emphasis on visual splendor and the festive tradition, without fully interpreting their significance in the contemporary context.In contrast, the "Upright Zongzi" is inspired by people’s cultural and spiritual needs in the post-pandemic era. It finds an inner strength in the Chinese culture that is urgently called for. Apart from the cultural value, the packaging design also has social significance in that it delves into people’s purchase behavior to stimulate consumers’ social needs. In all, the Upright Zongzi offers an alternative way of presenting the traditional folk culture to a global audience