"I want to make Asian food cooking easy
for anyone to cook anywhere in the world."
Mr. Smith Taweelerdniti ∙ East Kitchen Product Designer
From the designer’s experience when living in the USA, he found that most Asian products were not designed for Westerners to cook easily.
Every products used the mindset "Inside Looking Out", meaning that "Designed by Asian for Asian in the way that Asian will use it and push it out to the world."
What if we look at Asian Foods from "Outside Looking In", making Western consumers as the main target group, what will the new Asian food look like?
1. The product must be self-sufficient, no need to add extra flavoring - just bring meat, vegetables, water & good for Western cooking style.
2. The outcome of cooking must be edible with just a fork. For curry, it must be thick, not watery, by research a suitable starch formula to include right into the products.
3. The flavor must not be too spicy. Even children should be able to enjoy it. We use little chili while maintaining flavor of herbs & spices.