The sultry summer heat in Singapore, did not deter us to catch up yesterday afternoon. I was meeting Shijia Wang, the woman behind the brand Ang Ku Kueh Girl and Friends. She treated me to an iced coffee blend, while we had a quick chat about her work.
I had no idea what Ang Ku Kueh meant. I merely loved the characters she creates, and thought it would be fun to speak to the lady behind it. Interestingly, the Ang Ku Kueh Girl is inspired from a local delicacy: the red tortoise cake, round or oval shaped, called the Ang Ku Kueh. Check out the girl’s red hat: totally bears semblance to the red pastry delicacy.
Likewise, the Ang Ku Kueh girl has a troop of friends, all inspired by local food in Singapore. For example, the Kue Lapis Girl is based on the Kue Lapis, a layered cake popular in the region. You can see the different characters, and the foods that inspire them, on her website.
As the mum of a bub, I see characters more often than usual now. I am also sure, my exposure to them is only going to increase with the fondness (and exposure) kids have to characters today.
So, I am curious to know if licensing has been on her mind at all? That’s obviously a big step and a goal for the future, says Shijia. Sanrio’s Hello Kitty from Japan, and Disney’s Mickey Mouse have won hearts worldwide. Maybe, someday, her characters will too. “Singapore does not have any character which is local to the country, so there is a gap in the market,” feels Shijia.
For now, Shijia is focused on creating products based on her characters. She has made folders, greeting cards, diaries, brooches, and is also working on growing her jewelry line. She will increase her merchandise range gradually. Its all about the eyeballs, after all.
Her characters have also found space in corporate campaigns. For example, her characters are mascots for a national campaign called Jubilee Baby gift, a national campaign by the Government of Singapore as it celebrates its 50th birthday next year. As part of the celebration, the government will sponsor a gift for all babies born in 2015. Her characters also got exposure through card games she designed for the Ascott Group.
Mind you, Shijia does not have a background in design. She worked in real estate. Though, (part time), she designed merchandise during National Singapore Day, based on the nation’s flag colours. Rather than staid use of colours, she decided to create characters that would have a more long lasting appeal.
We wish her luck as she builds a brand, of her characters. Check out her website at http://angkukuehgirl.com.sg where you can do some virtual shopping of her merchandise.
{Photos by Ang Ku Kueh Girl}
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