Korean brand H Cookware, new to the Vietnamese market, is showcasing the durability of its cookware using the country’s highest volume chefs – street food vendors. In collaboration with Happiness Saigon, they’ve launched the first-ever stainless steel book preserving Vietnam’s street food heritage. Made from the same material as their pans, the book is a smart demo of the brand’s durability.
When the new Korean brand H Cookware entered the Vietnamese market, it knew it would have trouble convincing the local audience of its durable pans. So, they used the highest-volume chefs – Vietnam’s street food vendors – to show off that the pans were built to last. But the brand didn’t stop there. They made sure that Vietnam not only knew their pans were durable, but also felt it.
To make that happen, H Cookware created the first-ever stainless steel street food guidebook in collaboration with creative agency Happiness Saigon. Made from the same material as their pans, the collection of street food vendor stories puts a clever product demo in the hands of the people. On the outside, the cover shows off the strength of the product. On the inside, Vietnam’s highest volume chefs testify to what the pan is capable of.
To further prove the durability of the S304 cookware material, the book was put through different resistance tests. Heat, corrosion, scratch, impact, and deformation experiments all showed the strength of the book. Besides proof of strength, the tests also created one-of-a-kind designs on the already unique stainless steel books.
“The steel-bound book of course serves as a great design case, but we hope it also offers inspiration to other brands to step into the world of publishing,” says Nhi Ha Pham, Creative at Happiness Saigon.
This project is a great example of how foreign brands can make a mark on a local audience. From the point of view of the Vietnamese, they receive a collector’s item in which their unique street food culture is preserved. From the brand’s point of view, it gets to show off its product in a way that champions local traditions.
