投稿類別 : 英文寫作類 篇名 : An Exploration on Culture & Creative Café in 作者 : 魏詩庭 國立宜蘭高商 綜合高中三年愛班吳若水 國立宜蘭高商 綜合高中三年愛班葉文琦 國立宜蘭高商 綜合高中三年愛班 指導老師 : 江維莘老師
I. Introduction 1.1. Motivation We, three local girls from, are particularly interested in the café buildings which are enriched by history and culture in area. We just love to visit those cafés. We are curious about why some cafés decide to go for one style over another. In terms of historical elements, what are their considerations? Is there any personal sentimental value in it? Moreover, is it especially difficult to run a café like that? 1.2. Purpose of study Our purpose is to explore more about those historical and cultural cafés, from styles to the owner s stories behind, in the hope that one day we might open our own café in. 1.3. Research Questions 1. What are the differences in background, building and food among the cafés? 2. What were the process of entrepreneurship, advantages and disadvantages to start their establishments? 3. What is their visions for the future? 1.4. Methodology Participants Participant A: Female, 20s Position: Secretary of Tree Tree Address: No.13, Guangfu Rd., City, County 260, Taiwan Participant B: Male, 40s Position: Owner of Address:No.280, Sec. 1, Yixing Rd., City, County 260, Taiwan Participant C: Male & Female, 40s Position: Owners of Address: No.145, Heping St., Toucheng Township, County 261, Taiwan 1
II. Thesis 2.1. Background 2.1.1. Cafe in Cultural Industry Café have been seen as a place where people communicate with others since 16th century. Also, people can drink coffee, listen to music, read books, and so on at Café. Nowadays, there are many kinds of coffee shops opened in the world. There is, however, a kind of café combining with cultural industry. (Ilana, 2008). Cultural industry can also develop economy. In recent years, British cultural industry have brought 105 billion pounds to the country, and this industry s importance is second to financial industry. (Kampfner, 2017) Combining with art and commercial activities, cultural and creative industry takes a new form as art and cultural café (Newbegin, 2015). In Taipei, Taiwan, the FabCafé in Huashan Creative Park is a great example. It is a café with 3D printers and in-store designers who you can discuss your creative idea with. They also offer a variety of workshops. A coffee shop is more than a coffee shop and yet it is not just art gallery either. (Du, 2017) 2.1.2. Due to the activation of Xueshan Tunnel in 2006, the distance between Taipei and has shortened to only 50 minutes away, which helps promote s tourism industry (Travel in Taiwan, 2017). government thus organized many large events to attract tourists. (Ngoc & Tojo & Nguyen & Bogdan, 2017) Considering the distance, most tourists are from Taipei, as it is the closest city; however, government is also expanding its target to international travelers. (Lin, 2010) And among all the efforts the government is making to promote its tourism, cultural and creative industry is one of the most important focus. 2.1.3. s Cultural and Creative Industry In 2011, government finished restoring buildings for Toucheng Cultural and Creative Area which was used as Taiwan Railway crew s dormitory during Japan-governed period. (Lin & Tsai, 2012). In 2013, government approved a project on Chung Hsing Cultural and Creative Park. It was an old printing factory and now transformed to a creative center. It is not hard to understand the government s ambition to develop the cultural and creative industry in (ZTE Cultural Park, 2017). In a County magistrate s report, continuing developing cultural and creative industry is one of the most important focus for the government in the future (Lin, 2016). Combining with local tradition industry and historical buildings, cultural and creative industry tends to develop its own flavor, such as Lanyang Museum (Lanyang Museum, 2017), Old City Reborn Project (National Taiwan University Foundation Ilan studio, 2012), Museum of Art ( Museum, 2017), Children s Folklore and Folk game Park (Hu, 2017), Luodong Cultural Factory (Luodong Cultural Factory, n. d), and Chung Hsing Cultural and Creative Park (ZTE Cultural Park, n. d). There are many different kinds of establishments for the cultural and creative industry in, such as culture and creative park, museums, tourist factories (Ilan Tourist Factory 2
Development Association, 2017), hotels (Jan, 2017), restaurants (Blue House Restaurant, 2017), and cafés. In this study, we will focus on cultural and creative cafés. 2.2. Finding 2.2.1. What are the differences in background, building and food among the cafés? Background The public in the modern society ask for a place where they can eat, drink and create arts all day. People create their own art works with their own pace. We proposed a project about a café whose theme is second-hand books and won prizes. We like, our hometown, and we like staying here. We organized what we had in hand and combined new and old things together. It was very interesting. We hopes to bring some positive thinking and energy. Fortunately, we had an opportunity and a space so that we were determined to run a café to allow people to sit down, concentrating on doing their work, and relax themselves. In terms of background, both Tree and want to offer customer comfortable space, so that they can do creative exchange. wants to create a new and interesting complex business model in. Building Appearance: Taiwan was ruled by Japan at that time, and the building of was also built during that period. That s why the building is Japanese style. As for its function at that time, it was a warehouse of Taiwan Railway. Interior: The furniture materials came from local trees. Appearance: It was an old warehouse of Taiwan Railway. It was a 70-year-old building. The ceiling was made of wood, and the walls are partially chipped off. Interior: A café uses a second-hand books as its theme, and the furniture is something nostalgic. Appearance: The café maintains the original flavor of old houses. Interior: We put many natural decorations in the café, such as wood logs. The smell of Cypress and Zhangmu are filled with the café. 3
We found a similarity in the aspect of their building styles. Both Tree and were originally the old Taiwan Railways warehouses built in Japanese period and later transformed into cafés. didn't renovate much to maintain its nostalgic style. For interior space, Tree used local materials to make its furniture. decorates its space with used furniture. And used mainly natural products, such as logs to create a natural wood scent. That is, all three cafés are different and have their own flavors. Foods We start selling Li Xian salty cake. In the past, the tea that we provided were German plum tea, South Africa's national treasure tea and so on, but in recent years, we start offering some local tea, such as Kumquat tea and so on... of Joy Food is not our main feature. We hope to calm our customers so they can find their original purity, by providing them with a cup of coffee or tea Our tea is without milk, and coffee is without sugar or milk so our customers can taste the original flavor...we insist on brewing it by using water coming from the local mountain. The atmosphere in the café that is our point. Tea and coffee are commercial means to support the café. Extended from Tree s interior design philosophy, Tree started providing food that is locally made, instead of international selections, and provides natural drinks--that is, the drinks without much additives., on the other hand, does not focus on their food. 2.2.2. What were the process of entrepreneurship, advantages and disadvantages to start their establishments? Entrepreneurship We hope people who love art and literature can come to learn about this space. They can create some literature or art works here, and of course this is the place where people with similar background can know each other and be inspired by each other. We want our space to be known as an art and literature space, not a coffee shop. Government supports what we are doing. They also provide funding for us. 4
I left the hotel where I worked for to leave for Australia s working holiday program. Later I came back and I faced a difficult choice--whether to continue my family business, traditional pastry, or to start my own. At that time, I won prizes for my proposal to the government and I have always liked to stay in the most. In the first year of my business, people sent me books, and we just planned to sell books and coffee only in the beginning. However, business wasn t good, because people didn t have the habit of visiting second-hand bookstores. Later on, we found some friends who do arts in and asked them to make something about. The opportunity we got this place is that when we looked for a space in the old streets at that time, the spot was just happened to be available. Later I told the Chief of the Village that I wanted to rent it. And, I also got approval from the God of Land by casting lots. When I opened the café, I wanted to create a space that has a more spiritual appeal than commercial one. I want this place to relax the customers, and also as a promotion to the humanities and culture of Toucheng. In the beginning of my business, I utilized what I had on hand, for example, used chairs which were sent to the store by my friends. As you can see, all three cafés wanted to promote local culture. Tree wants to promote Turtle Island and wants to promote Toucheng. Although it was not in intention to promote local culture in the beginning, it still ended up promoting local artists. Regarding their entrepreneurship opportunity, since both Tree and received government funding, their idea in the beginning was carefully planned and organized. However, as for, the chance was met, not asked. That is, there is no fixed way to start an entrepreneurship. Advantages is directly facing the train station. People will notice it immediately when they get out of the train station. Many are attracted by the reputation of the owner. Many people who really love art and literature will come here to create their work and get inspired. Most our furniture is sofa. We want our customers to stay longer. Our café has some art and culture appeal and we will hold music release party, book release party and photography exhibit in our store. 5
There is an old water pump in the old streets. Tourists like to play with it because they are often very curious. The paintings we display at our café are done by artists. They are all very famous. People from the same art background gather, like in Song Dynasty. We offer courses like photography and painting. Sometimes, there are activities about tea, for example, how to brew a cup of tea or to learn more about tea. Tree has the advantages of its location and the red exterior which captures visitors attraction easily. Additionally, both Tree and allow many local artists or writers to gather here to write or create artworks. And both and offer some activities to attract customers, such as art courses or book release party...etc., because both owners are artists. Disadvantages Commercial activities are the most important thing for other café, but for Tree, it is hard for us to balance between the realistic and the ideal café. was a warehouse before. That is why the lighting isn t very ideal, which became a problem when people look at our café from outside and they don t know it is a café and we are open for business. When books are less opened, there would be moths and yellow spot. is too damp, the wood was eaten by termite many times. Some old furniture has dent or some damages. Walls would chip off or leak. The café didn t have any difficulties so far. Only Tree and were willing to share with us their difficulties. Both mentioned their advantages are also their disadvantages. For example, the exterior of Tree. Although it s eye-catching, its lighting is not ideal because it was used as a warehouse before. And for, the nostalgia nature is its advantages, but time and weather are also damaging the used furniture and books. 6
2.2.3. What is the future or their vision? An Exploration on Culture & Creative Café in Vision Tree We think the biggest goal toward future is sustainable development. We hope people who are interested in art will come to this space to create and exchange ideas with each other. We hope eventually there will be more and more people coming here to do artworks. When people come here in their free time, we want them to be inspired. Our target customers is the tourists. As for the use of Idle space, we hope to have some regular performances at night and work together with nearby hotels, hoping to attract customers to the warehouse to listen to live music. To hotels, they can add one more tour package including art activities, not just about the night market. Or customers can enjoy our live performance after visiting the night market. We hope Toucheng old streets can combine with art stores so that the streets aren t just about food. Artists can move to the area so that it can be more arty and has its own flavor. Both and hope to attract tourists by holding some art activities in the future. Additionally, both Tree and hope that people can go to their café to gain the inspiration. III. Conclusion Our study has successfully laid out a clear map about starting a creative business in. However, since our research only focuses on cafés, for future research, we should focus on other creative sectors, such as museums or creative parks. If we are to develop further in the café business, we need to interview more owners in the area and perhaps we should also do in-depth interviews with customers who have loyalty to one café. In addition, it also might be interesting to compare our results with the world famous creative hub--singapore or Tokyo, since Asia Pacific countries are taking the lead in the Culture and Creative Industry around the globe (Richard, 2015), which we believe could also help s tourism industry in bringing international visitors. 7
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