"Little Asia" is relevant for the Industry Craft category, particularly in Typography, as it showcases artistic skill in creating a unique typography that blends East and West Asian cultural elements.

This creative typographic design is central to the brand's communication and identity, enhancing the overall brand experience and message.

The craftsmanship in typography not only visually appeals but also narratively conveys the essence of "Little Asia," making it an exemplary instance of typography's power in brand communication.

"Little Asia" in Jeddah, positioned in the western part of Asia, embodies a cultural confluence, epitomizing the tagline "East Asia in its West." This project is a testament to Jeddah's evolving relationship with East Asian countries, showcasing an appreciation for their diverse cultures.

The zone, a representation of nations like Japan, Korea, and China, is meticulously designed to offer an authentic experience.

From the architecture and design to the culinary offerings and traditional performances, each aspect is curated to reflect the essence of these East Asian cultures. The staffing, comprising individuals from these countries, adds to the authenticity, ensuring each performance, from Japanese acts to K-pop, is genuine. "Little Asia" serves as a cultural hub, an intersection where the traditions and modernity of East Asia meet the heritage and hospitality of Jeddah, offering visitors a unique journey through Asia within a single, vibrant locale.

Situation:

The Jeddah Calendar, in response to the bustling schedule of events and festivities across the Kingdom, was eager to introduce an innovative and engaging element to the mix. Their goal was to not only add a fresh twist to the existing lineup of activities but also to promote this new addition in a way that stood out.

Brief:

Jeddah Calendar is introducing a special area called "Little Asia" right in Jeddah city. This new zone will feature eight different Asian countries, each with its own unique offerings. It's designed to give visitors a taste of Asia without leaving the city, showcasing the cultures, foods, and traditions of these countries all in one place.

Objectives:

Create visuals that are appealing to the audience and reflects the zone.

شرق آسيا في غربها

East Asia in it’s west

أرض الابتسامات

The land of Smile

التنين الأحمر

The red Dragon

الأرض الأم

Mother Land

أرض هدوء الصباح

The land of the Quite morning

مدينة الأسود

The land of Lions

لؤلؤة البحار الشرقية

The pearl of the east seas

أرض الشمس المشرقة

The land of the rising sun

آسيا الحقيقية

Real Asia

The typography for “Little Asia” was carefully designed to encapsulate the essence of various East Asian cultures. Each typographic element reflects the unique artistic styles and cultural symbols of East Asian countries such as Japan, Korea, China, Thailand, and others.

This design choice was pivotal in communicating the theme “East Asia in its West,” illustrating the cultural diversity and richness of these nations.

The distinctive typography not only enhanced the brand’s visual appeal but also played a crucial role in conveying the cultural fusion and thematic depth of the “Little Asia” experience.