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TW original brand - Story of "Booday" unfolds

05-06-2011 09:49 BJT

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"Booday" is an original brand created eight years ago by a group of youngsters in Taiwan. Over the years Booday has expanded greatly from only having a magazine of the same name. Now they also dabble in the dining and shopping businesses as well.

What is Booday exactly?

Zhang Jiaxing, one of founders of the brand, says that Booday, literally meaning Mushroom, symbolizes purity, innocence, and a laid-back lifestyle that the brand stresses and aims to achieve.

Zhang says the story of Booday began in 2003, when he joined several of his best friends of ten years who all decided to try launching their own designing career.

Zhang Jiaxing said, "We sort of distinguish ourselves from others in fields like painting. For example, we all love graffiti and we share the same kind of interest in arts. We are not toe-the-line people and perhaps that was why we were united together."

Booday is characterized by its one-and-only designs. The brand has also expanded to include designing works for bags and T-shirts.

Although Booday is running quite successfully nowadays, the initial phase was anything but smooth. In order to generate better sales of their T-shirts, Booday staff produced their own publication as a platform to promote their designs. To the surprise of all, the pilot Booday magazine, which focused more on the lives of common people than Booday T-shirts, was enthusiastically welcomed in the market.

Zhang said, "We were short of experience in the beginning. I remember that was a chilly winter when our first batch of T-shirts met with a frosty response in the market. We had no other choice than begging our friends and relatives to buy some. The situation became better when our self-designed magazines were released and later in the summer things had changed greatly and sales dramatically increased."

The Booday publication, which meets viewers every three months, is keen on the exchanges of ideas and the life experiences of Booday fans. The latest edition, entitled "My Babies", features paintings by Zhang Jiaxing's daughter. Zhang says his little girl warned him not to send back her works.

"Booday" is an original brand created eight years ago by a group of
youngsters in Taiwan.

Zhang said, "This is the one that was drawn by my daughter. I was deeply impressed by the lovely pictures the kids painted and decided to compile a publication for them."

Besides the publication, and T-shirts designs, Booday has also opened a cafe shop in downtown Taipei with occasional exhibitions catering to the tastes of its fans.

Zhang Jiaxing says he feels content with the alternative lifestyle that Booday's given him. More importantly, that lifestyle is packed with joys and hearty doses of wise laughter.


Editor:Liu Fang |Source: CNTV.CN

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