FIGHTING FLOWERS

Hanafuda is a traditional Japanese playing card with a rich history of cultural exchange, resistance, and adaptation. It originated through trade with the Portuguese in the late 1500s, underwent numerous design changes to evade government oppression, and was used as a tool to subjugate the Korean population during Korea’s annexation. Ultimately, it has also played a significant role in propelling Nintendo into the global company it is today.

Ironically, I grew up playing Hanafuda in Korea (Called Hwatu in Korean), where it is even more popular than it is in Japan. Negative associations with gambling, and by extention organized crime has detered many Japanese from this game. However, in Korea it is still played as a popular past time activity at family gatherings during holidays.

Still, Hanafuda is seeing continued decline in popularity with the younger generation as entertainment technology continues to evolve—eventually to be forgotten. Thus, I sought a way to preserve Hanafuda through this project.

Deliverables

Primary Deliverable: 90s Promotional Video

Secondary Deliverable: Social Media Strategy

Tertiary Deliverable: Process Video

Design Solution

A deck of Hanafuda consists of twelve suits, each representing a month of the year, with each suit featuring a blooming flower and an animal. This deck tells a story of the changing seasons that cycle year after year. Inspired by this, I set out to recreate the scenes for each month, highlighting their flowers and animals, and showcase them in an experimental promotional video.