Yixuan Zhu BMD Capstone Project Report 2021

Capstone 2021

A Bite

That

GDCT Motion Design

Takes Me Home YIXUAN ZHU

Content Content /01

Introduction Problem statement Previous testing Personal reflection Research question

03 07 17 19

/02 Framework Methodology

23

/03 Research

Primary research Case studies Moodboard Visual research

/04

27 29 31 33

Narrative Ideation Storyboard Styleframes

39 41 43

/05 Platform

Hand-drawn illustration Scene development Pattern treatment Animation process Ideal outcome

/06 Reflection

Production schedule Bibliography

59 61

47 49 51 53 55

introduction

3

problem statement As a Chinese immigrant living in New Zealand, I noticed thatf second generation Chinese kiwi often can speak Chinese while not fully read and write, making them feel disconnected with their family.

introduction

But after preliminery interviews with this group, I found out that it’s not only about family. It’s the wider society we live in that’s not inclusive enough for the minority culture.

4

“I don’t know who I am, where I belong to...” “sometimes I felt ashamed of showing people what’s in my lunch box...”

“I tried to fit in. But that’s fake and I lost myself...” (from Preliminery Research)

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demography of immigrants in Auckland

Auckland CBD, 2021

introduction

6

According to the New Zealand Social Report (2016), cultural identity domain outcomes are generally declining.

Proportion of people who can speak the first language of their ethnic group (Statistics New Zealand, 2013)

6X

The economy grows six times faster than the rest of Auckland

58%

58% of the population is young and having no kids

Asian

Over half of residents identify with an Asian ethnicity

200000

More than 100,000 workers and students commute daily

Fewer people can speak the first language of their ethnic group (other than Māori) since 2001. Pacific and Asian ethnic groups also found it harder to be themselves than other ethnic groups.

Proportion of people who could speak the first language of their ethnic group, by birthplace (Statistics New Zealand, 2013)

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previous testing

Gamification in animation Rock, paper & scissors https://youtu.be/Kn55FtIa6m8

proposal week 1-3

wip 1 week 4

Initial Research Question:

Coding test for scribbling multi-language https://editor.p5js.org/schwanzhu/ full/0QqFOuXnC

How can I bridge the young minority ethnic groups (19-24 yrs) with the wider society to increase the cultural inclusiveness in Auckland through an interactive motion graphic experience?

Immersive exhibition with sound and gestures

introduction

8

Initial Target Audience:

wip 2 week 5-6

Shift Topic To Food: Getting insights from focus group that people connect to their cultural or ethnic group through food patterns.

15-21 year olds who have been growing up as second/third generation kiwi and experiencing cultural identity crisis.

Explainer video about tomato sauce in various culture https://youtu.be/xjteZvIoodM

wip 2 week 7-8

Avatar-generating website by food preference https://www.youtube.com/ watch?v=zRFO_4XKYxk

It’s a journey of testing different methods or topics to find the best way to connect with the target audience and tackle the problem of cultural identity loss among migrants.

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a cultural approach Place des Arts, Montreal

Crown Fountain, Chicago

Sketch Aquarium, Tokyo

This zigzag wall located in the tunnel of 32 kilometres of pedestrian pathways run under downtown Montreal, which connects nearly 2000 stores, prestigious buildings and many art collectors.

The fountain is composed of two 15.2 m tall, cubicoid, towers covered with LEDs and a pool placed between them.

The giant LED-screens display enlarged faces of anonymous Chicago citizens.

Insight: The moving image of multicultural symbolics enlights the long cold winter.

The use of new media with LED screens also pivot the image of this historical city.

Insight: It is a good example of ‘community-specific’ and socially integrating piece of art. The spatial arrangement should encourage interpersonal relationships.

This interactive exhibition highly involves children by sketching their own fish, scanning it and seeing it swimming on the wall. They can touch or feed the fish.

Eventually, the fish they draw will be shared to exhibition over the world.

Insight: This amazing exhibition inspires me how to incorporate inclusiveness in design practice.

Montreal, 2019

introduction

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“Tokenism”

“collective”

How to avoid a tokenistic or ‘tourism’ approach to diversity

The Role of Public Visual Art in Urban Space Recognition

By Anna Januchta-Szostak, 2010

by Dr Vicki Hargraves, 2019

Approaches that focus on learning about the lifestyles of ethnic groups may even reinforce racist attitudes and perpetuate stereotypical views of ethnic groups, and moreover are reported to have very limited impact on improving the experiences of children from both majority and minority cultures.

Insight: I need to interview people in the community and know their beliefs in order to disrupt the assumptions I might have on them.

The difference between visual landmark and collective anchor-point lies in mental acceptance and social identification with the artwork.

Collective participation in commemoration events builds the feeling of integration based on cultural membership, historical consciousness and social bonds resulting from common moral values.

I want to design an interactive experience with motion graphics, that represents the multiculture in Auckland and engage people in the community.

Insight: Consider the social engagement and collaboration on cultural projects.

Tokyo, 2013

Chicago, 2017 (photo by Tonylazz)

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an immersive exhibition design

The ideated outcome is an immersive exhibition using projection.

Audience trigger the animation by gesture.

Various languages are spoken by animal characters. But the content is proved not relatable to the target audience.

Jungle, Arte Museum Jeju, Korea

Gestures

An example of helping people about emotion “fear“. Projection and ambient music create immersive experience for the audience.

- suitable for post-pandemic - involving more body movements - art therapy - kinetic camera capture

introduction

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Composition test

Voice recognition - not friendly for multilanguage - not friendly for the disabled - noise cancellation needed - so far not feasible

- follow the sign and increase curiosity - adjust eyes to dark space - hear ambient music as walk in

Nike CLC Installation

- discover the motion wall - move body part to trigger - spercific animation and sounds - projection overlap on body parts - immersive feeling - repetitive interaction

- imagine beyond the scene - generate personal emotions

User journey

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An explainer video Tomato, this simple ingredient can be cooked in various ways by different ethnic groups. The misbeliefs we had about tomatos are similar to the way we misunderstand other culture. But there’s ethical concern about the content.

Tomatos are one of the most universal ingredient on our shopping list. It can be annoying when they’re not in the season, or in a shortage during this special time.

But do you know that when tomato was first introduced to Europe, people believed that it was poisonous. The British even gave it a sexy name, the wolf peach.

There’s way more admirers of this beauty. in 1800s, the Italians created pizza, and the combination of Tomato, basil and mozzarella cheese signify the taste of Italy, as well as their cultural identity.

While the Italian associate tomatoes with their tastebuds, the Americans care about their “health”. The US consume over 12 million tons of tomatoes per year.

Beyond merely nourishing the body, how we eat tomatoes also tells who we are. like at a typical family table in Asia, it’s usually cooked by female, served in a shared plate for the whole family, in an order always starting from the elderly.

The atmosphere is not always joy.

It could be serious or sacred tying to beliefs in life. In India, tomato and other vegetables are the main sources for many followers of Buddhism, Hinduism and Jainism.

In fact, Imagine if everyone became vegetarian by 2050, foodrelated emissions would drop by 60%. Doesn’t eating the tomatoes bond us as a better community?

Well, it’s not only just a tomato. It’s the world we choose to see, and a world we aim to build.

Script

Storyboard

introduction

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Fieldtrip to supermarket

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Visual direction

Tarot-o-bot by Illo.tv

an interactive website

https://tarotobot.illo.tv/

Process

Begin

Fun Fact

More Choices

Final ID Page

Sofia

Emotions

curious

surprised

reflective

entertained

“I don’t know much about my family culture.“

Thinking

- Something about - Oh, I didn’t know food? Interesting. about the Italian fun fact..

- Maybe I should know more about my family culture

- The avatar is cute. Wanna share on ins.

Hyang

Emotions

related

a bit annoyed

engaged

curious

“I’m afraid of sharing my culture with others.“

Thinking

- Residency test?

Sounds farmiliar.

- I don’t think this is true about Korea.

- I can’t decide - I’ll send to Linda. which to choose, i See what result might do it again. she will get.

Josh

Emotions

confused

entertained

engaged

inspired

“I’m interested to know about the differences between cultures.“

Thinking

- Uh, cooking test? - Lol. This is Why do we need to so sardistic test that.. stereotype.

- hmm, the avatar changes after my choices.

- It’s fun. Learnt a bit about my friends’ culture.

User Journey

introduction

16

The website generates an avatar as a new “nationality” based on food preferences.

Audience learn from the fun facts when making choices.

But multicultural content makes it less effective for audience to relate emotionally.

Empathising target audience love - Love sharing on social media - Comfort food from childhood, or trying new food pain - Experience misunderstandings or shame in cross-cultural relationships/ environment - Stereotype of their culture insights - Create sharable link - Medigate the negative feeling - Represent the possible bias

Cut - pattern dice/slice/tear/shred/grind/ smash Cook - movement fresh/toast/stir-fry/bake/roast/ air-fry/freeze/steam/simmer/ microwave Dip - colour redchilli/blackpepper/ curryorange/herbsgreen/ mustardyellow/cheesewhite/ sugarpink/soysaucebrown/ jamblue Dine - feature knife/fork/chopsticks/hands/ spoon/straw sketches a bite that takes me home

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My story

The only way to open up conversation for wider society is to bring my story in. The uniqueness of personal story is intriguing and powerful.

As a Chinese immigrant living in New Zealand for over five years, there’s only one dish I keep making once a year, mooncakes. It takes over four hours to make it from scratch. Before, I watched my grandma do it and now it has become a part of me so that I feel we are still connected.

Focus group Everyone has their comfort food connected with childhood memories or loved ones. Also, we are curious about other people’s food culture.

Personal reflection

introduction

18

My experiment: Mid-autumn mooncake stop-motion video

Theory review Food: Identity of Culture and Religion, ResearchGate (Sibal, 2018) - There is no closer relationship than the one with the family and food which plays a large part in defining family roles, rules, and traditions.

- People connect to their cultural or ethnic group through food patterns.

We use food to construct our personal identities.

- Food conveys religious sentiments of the people.

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Research Question How can I use my craft of storytelling to make a motion piece that preserves the chinese traditions through food celebrations and passing knowledge down?

introduction

Target Audience Chinese migrants from mainland China living in Auckland for several years, yearning to practice these traditions in a foreign land.

20

“Food is a shared memory.”

- from focus group discussion

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framework a bite that takes me home

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Methodology

Research

Testing

Storyboarding

Design Thinking Circle Empathise | Define | Ideate | Prototype | Test

framework

24

Free writing

Storyboarding

My project started with journaling and brainstorming. They broaden the possibilities of my ideation.

The quickest way of me as a motion designer to test an idea or even the narrative of presentation.

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research a bite that takes me home

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A

B

A

B

C

D

D

research

C

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“food and tradition” I performed interviews with five Chinese immigrants (MDS students) talking about their most memorable Chinese dish. Most of them referred to the typical dishes we had for spring festivals and the related customs. I decided to take festivals as the main content of the video.

Food serves as a relational tie with family or community, as well as a part of our social norms, values, disciplines preserved by practice with

“The young people always serve, set up the table and they can’t eat until the elderly allow them to.”

- Chen, 28 “I cook the same dish my gramdma made for me when I miss my family...”

- Li, 24 “We always woke up early to help cooking during festival.

We prepared way more food than people can eat...”

- Zhu, 21

Primary research A. Tomb Sweeping Festival. (Lunar 3 Mar) In memory of the passed ancestors

C. Mid-Autumn Festival. (Lunar 15 Aug) Worshiping the full moon. Mooncakes.

B. Dragon-boat Festival. (Lunar 5 May) Dragon boat contest, eating zongzi.

D. Lantern Festival. (Lunar 15 Jan) Rice balls, lantern exhibition and fireworks.

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Case studies research

The Tale of Jade Hare by Giant Ant Semiotics, embroidered textures and the framing evoke Chinese’s childhood memories of listening to myths that white hare making the elixir of immortality on the Moon. .

30

Tough by Jennifer Zheng

Mid-autumn by Yukai Du

A dialogue story between her mum and her about Chinese cultural revolution (1966-1976) and education for second generation UK-born Chinese.

Highly stylised graphic work about Mid-autumn Festival based in a typical ancient Chinese village setting.

Texture of the water and The unique and bright colour repetition of patterns like clouds palette. Frame-by-frame pencil or dashes. Lots of details texture empowers the story with a make this scene authentic and the handcrafted warmth. creditable.

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research

32

Moodboard Inspired by Chinese traditional painting, fabric embroidery, papercutting, and woodcarving, I put up a bold colour palette with saturated reds, bright blues, dark greens and golden yellow.

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visual research

research

Special format - 3840*1080 px.

Traditional patterns

It represents the ancient Chinese scrolls for calligraphy and art. Also, it will be interesting to be shown on a large-scale LED screen or projected for an exhibition.

Patterns are widely used in Chinese graphic design, such as clouds, water waves, window frames, flowers, etc. I must make sure I’m using them respectfully.

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Unique ingredients and flavors Chinese cuisines use different set of sauces and ingredients from other cultures. These are the base of the richness of Chinese food culture.

research

Cooking skills Chinese food are famous for various cooking skills and craftsmanship. It reflects the value of the hardworking Chinese ethnic group.

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narrative a bite that takes me home

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narrative

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Ideation What is tradition?

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storyboard The story begins with people setting up table for a festival. It goes through four festivals for each season.

After the climax of firework in new year, it turns into a “kaleidoscope” showcasing typical Chinese dishes and cooking scenes.

Scene 1

Action/ Audio: Scene 2

Action/ Audio: Scene 5

Action/ Audio: Scene 8

Action/ Audio:

narrative

Shot 1

Eleven hands offer dishes onto the table one by one.

Bowls and spoons clicking.

Shot 2

A girl appear in the end of the bowing people,

Shot 1

Camera moves to the right and zoom out with

Shot 1

Firework fade into the bubbles in the hotpot.

Scene 1

Action/ Audio: Scene 3

Action/ Audio: Scene 5

Action/ Audio: Scene 9

Action/ Audio:

Shot 2

Zoom out with a circle of bowls with rice and

Shot 1

Money becomes butterfly, flying across the screen.

Shot 2

Clouds cover up the night sky, and then open up

Shot 1

Four frames shift into eight frames with

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Scene 1

Action/ Audio: Scene 3

Action/ Audio: Scene 6

Action/ Audio: Scene 10

Action/ Audio:

Shot 3

Table leans down and chopsticks fly up.

Drum sound in the music.

Shot 2

Tree block transition.

A girl throws two rice

Shot 1

A pair of chopsticks pokes a rice ball and

Shot 1

Eight frames close up. A wok stir-frying on stage.

Scene

Action/ Audio: Scene 4

Action/ Audio: Scene 7

Action/ Audio: Scene 11

Action/ Audio:

Shot n/a

Brush handwrites the title.

Shot 1

Rice dumplings sink into water and spin around by

Shot 1

A street is lit up with lanterns and filled with

Shot 1

Pastry wrap up the stir-fry ingredients and

Scene 2

Action/ Audio: Scene 4

Action/ Audio: Scene 7

Action/ Audio: Scene 11

Action/ Audio:

Shot 1

Words turn into paper money and fly over

Shot 2

The water wave turns into a mooncake, and

Shot 2

Firework blooms in the sky.

Shot 2

One hand put the dumpling down and other

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scene 3

scene 4

Styleframe How can I tell the story that food preserves traditions for Chinese people? I dug into more academic reading as well as self-reflection, and found out the deeper meanings behind.

narrative

“In Awe of Nature” (Scene 3,4) China has been an agriculture-oriented country, so the ingredients are strongly influenced by the climate. People have to respect the natural resources and be creative about how to cook and save food. A good example is Zongzi, which is for the Dragon-boat Festival. We use the lotus leaves for wrapping all the filling.

It can only be collected in summer and added a unique fragrance to the rice.

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scene 2

scene 11

“Beliefs & Hierachy” (Scene 2)

“Collectivism” (Scene 1, 11)

My family used to practice ancestor worshipping every year. Children are asked to bow and make three wishes for the health and wealth for the whole family. I still remember not being allowed to go near the table or chair because the spirit of death is returning to the house and enjoying the feast we prepared. In return, they will guard us and make our wishes come true.

Food pracitces connect families, communities or even the whole nation as a group. In the Spring Festival, we have 30 dishes on a round table, inviting relatives to have meals together. Food piles up, first cold dishes, then hot dishes, then soup and dessert. And all the relatives take turns to host this kind of meal gathering, for seven days! It allows us to connect with give and take.

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platform a bite that takes me home

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My hometown Changzhou, 2019

Hand-drawn illustration

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These illustrations are rooted in my memories back in my hometown.

Each window, each roof and even door handles, are created by hand and heart.

I choose to hand-draw these details not only because the final look is more organic, but also I want the audience to feel this video is unique and specially made for them.

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Original plan of scene 7

Sketch of developed scene 7 based on my hometown

Above: final Scene 7 in colour Below: firework animation colour

platform

Scene 7 is the climax of the four festivals, with firework blooming in the river. I sketched two versions of the composition and carefully chose the latter, due to the Chinese saying “万人空巷”, which means an empty valley when people all gather together for a big festival.

So no one is in the scene.

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Above: scene 5 final styleframe Below: scene 5 colour test Left: scene 5 animation plan

While I develop the scenes, I also planned the animation in each scene and transition in between.

Scene 5 is about Mid-Autumn Festival. Customs are gathering with family and worshipping the full moon.

To creating the sense of tranquilness and mistery of a fullmoon night, I planned this scene with a 360 spin of six mountains around a pagoda.

scene development a bite that takes me home

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platform

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pattern treatment It’s a consistent style for this piece and connects all the scenes together.

I did the sketch based on previous research and developed the patterns according to the particular scenes.

Left: sketches | Middle: pattern building | Right: pattern in scenes

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platform

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animation process The whole animation process is done in after effects. Apart from keyframes, masks, and puppet tools, I use effects and expressions. E.g. turbulent displace effect and poterize time are used to make the edges wiggle, so the finish look iS more natural and less rigid.

Originally, I planed to do frame-by-frame transition for this animation. But three week production time is too tight for that. I adjusted the plan to only do frameby-frame with character movements. I will definitely revisit this piece in the future.

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Original photo from: Blob Collective, 2021

platform

Chinese Community Week

Digital Stage, Aotea Square

This animation is specially made for Chinese immigrants. It can be shared on video content platforms as well as social media. It’s highly relatable with regular activities like Chinese language week or community day.

It’s also made for exhibition on a large-scale LED screen like the digital stage in Aotea Square by Auckland Live. It’s the centre of Auckland CBD community, where families and young adults gather together or participating activities.

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ideal outcome Brochure Mockup To further support people to understand the semiotics and stories behind the scene in the animation, brochures will be provided along with the exhibition.

The design is simple but with the signiture red colour linked to the aesthetic of the motion piece.

Original photo from: Adobe

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reflection a bite that takes me home

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production schedule 27

28

29

30

1

2

3

Ideation

story music

storyboard

storyboard

animatic

animatic

rest

4

5

6

7

8

9

10

lecture tutorial

structure moodboard

colour palette research styleframe S1 title scene

research slides

styleframe colour test

assets animate S1

11

12

13

14

15

16

17

script, slides animate S1

wip 3 presentation

tutorial colour S8,9

styleframe S2 styleframe S4 styleframe S5, rest redo S2 pattern S3

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19

20

21

23

24

lecture lecture styleframe S8 lecture styleframe styleframe S6 styleframe S7 pattern styleframe S9 S10, S11

rest

readjust colour S8,9

25

26

27

28

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31

animate S2

animate S3

animate S4 statement

animate S5, report draft

peer review report

rest

animate S6

1

2

3

4

5

6

7

wip 4 slides, script

animate S8

animate S10, S11, render

wip 4 slides practice

wip 4 presentation

rest

animate S9

8

9

10

11

12

13

tutorial adjust slides

report

report

10 images

10 images

rest

adjust animation

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16

17

18

19

20

21

adjust animation

adjust animation

adjust animation

adjust animation

adjust animation

rest

prepare final presentation

reflection

22

14

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“Challenging but inspiring!”

It’s my first time making an animation based on personal stories and my own culture background. I put myself into every piece of this animation.

I practised illustration skills and being the art director for this project, I revaluated my role as a motion designer. I learnt to adjusted production plan according to the work progress under a tight schedule.

I hope more people can see it and get cheered by the happiness vibe from it and be proud of their family culture.

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E%E8%8A%82/137575 Baidu Baike. (2021). Duan Wu Jie. https://baike.baidu.com/item/%E7%AB%AF%E5%8D%8 8%E8%8A%82/1054 Baidu Baike. (2021). Zhong Qiu Jie. https://baike.baidu.com/item/%E4%B8%AD%E7%A7% 8B%E8%8A%82/128234 Baidu Baike. (2021). Yuan Xiao Jie. https://baike.baidu.com/item/%E5%85%83%E5%AE%B 5%E8%8A%82/118213 Better Health Channel. (2011). Food culture and religion. file:///Users/schwanzhu/ Downloads/food-culture-and-religion-imagine-education.pdf Brown, J. (2019). The hidden significance of what we eat. https://www.bbc.com/future/ article/20190222-the-hidden-significance-of-what-we-eat Creative New Zealand. (2018). Creative New Zealand Annual Report. https://www. creativenz.govt.nz/assets/paperclip/publication_documents/documents/703/ original/g.11_creative_new_zealand_annual_report_2018.pdf?1543357645 Ennaji, M. (2005). Multilingualism, Cultural Identity, and Education in Morocco, Springer Science & Business Media, pp.19-23 Hargraves, V. (2019). How to avoid a tokenistic or ‘tourism’ approach to diversity. https:// theeducationhub.org.nz/how-to-avoid-a-tokenistic-or-tourism-approach-to-diversity/ Januchta-Szostak, A. (2010). The Role of Public Visual Art in Urban Space Recognition. https://www.intechopen.com/chapters/6752 Lawless, C. (2019). Multimodal Learning: Engaging Your Learner’s Senses. https://www. learnupon.com/blog/multimodal-learning/ Leong, M. (2020). Our food traditions are the vital ties that hold us together. https://www. sbs.com.au/food/article/2020/01/19/our-food-traditions-are-vital-ties-hold-us-together Ministry Of Social Development. (2016). The Social Report 2016. https://socialreport.msd. govt.nz/documents/2016/msd-the-social-report-2016.pdf One World Nations Online. (2016). Ancestor Worship in Taoism. https://www. nationsonline.org/oneworld/Chinese_Customs/taoism_ancestor_worship.htm Sibal, V. (2018). Food: Identity of Culture and Religion, Research Gate. https://www.wathi. org/food-identity-of-culture-and-religion-researchgate/ Shiffer, E. (2021). 13 People on the Meaningful Food Traditions Passed Down in Their Families. https://www.self.com/story/food-traditions Taylor. P. (1996). Researching Drama and Arts Education [M]. The Falmer Press: London; Washington D.C. The Well Essentials. (2020). What Is Food Culture And How Does It Impact Health. https:// www.thewellessentials.com/blog/what-is-food-culture-and-what-does-it-have-to-do-withour-health Tomato History.(n.d.).(2005). https://www.tomato-cages.com/tomato-history. html Tomato Sauce (n.d.).(2021). In Wikipedia. https://en.wikipedia.org/wiki/Tomato_sauce Yogerst, J. (2017). 12 of Montreal’s best neighborhoods. CNN Travel. https://edition.cnn. com/travel/article/montreal-most-interesting-neighborhoods/index.html Wertz, R. (2016). Food And Drink. https://www.ibiblio.org/chineseculture/contents/food/ p-food-c01s01.html

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a bite that takes me home

A Bite That Takes Me Home