Creative cultural product design in the bicultural context

    Jong Boonpracha   Affiliation


The study explores how to innovate creative cultural product design by integrating two explicit cultures’ contexts. The study proposes a four-step approach for developing uniquely innovative cultural products under a bicultural context: 1) Identify cultural context, 2) Survey comparable features of two different cultures, 3) Compare the differences and similarities of two unique cultures, and 4) Negotiate the differences and integration. The case study represented in the demonstration is the critical factor of the proposed approach. The SCAMPER technic was applied to generate creative ideas. The results show that bicultural communication is an essential strategy for fostering design innovation. The SCAMPER technic application helps the study reach developing creative cultural product design in the bicultural context.

Keyword : bicultural context, biculturalism, creativity, cultural product, product design, SCAMPER

How to Cite
Boonpracha, J. (2021). Creative cultural product design in the bicultural context. Creativity Studies, 14(2), 336-345.
Published in Issue
Sep 1, 2021
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This work is licensed under a Creative Commons Attribution 4.0 International License.


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