In 2018, Bee Cheng Hiang created a set of illustrated visuals for Children’s Day across Singapore, Korea, and Japan, celebrating childhood joy through food-inspired play.Each version reflected local culture while adding a lighthearted twist — using Bee Cheng Hiang products as playful elements.

My Role

Illustrated a series of children playing with Bee Cheng Hiang food items as balloons, turning bakkwa and snacks into imaginative floating shapes. Designed each regional KV to feel joyful, culturally neutral, and visually light, with food playfully reimagined as part of childhood fun.

Approach

• Fresh Seasonal KV: Created a festive visual style that portrayed products playfully while staying soft and child-friendly.
• Customised for Each Region: Adapted the concept for each market using local symbols mixed with BCH product charm.

Outcome

• Brought a sense of joy and imagination to the brand’s Children’s Day greetings across all three markets.
• Reinforced BCH’s warm, playful image by blending food and childhood in an unexpected way.

Multi-Regional Visual Adaptation:

See also the 2020 Children’s Day version for a later evolution of this concept.