01888nas a2200145   4500000000100000000000100001008004100002100001300043700001700056245011500073300001000188490000700198520152300205022001401728       2021                            d1 aYa-ru He1 aWonJun Chung00aDevelopment of product design applying Kang family embroidery -Focusing on Starbucks Design Development Cases-  a48-550 v243 aThe Qiang are one of the ethnic minorities with a long history living in the southwestern part of China. They have maintained a diverse and rich cultural appearance to this day. It was inscribed on the China Intangible Cultural Heritage List. This study focuses on the Starbucks product design case using the Kangjok embroidery pattern as the main research object. First, the development process and characteristics of Qiang embroidery patterns through the literature review method, and then, through case analysis, an analysis of a new design language that combines Starbucks products and Qiang embroidery elements is attempted. take a look at Next, through a case-by-case comparison method, by combining elements of traditional Qiang embroidery with modern product design, a more diversified design format is created, while at the same time realizing the transmission of Qiang embroidery patterns, an intangible cultural heritage, in the modern product design format. The results of this study indicate that the value of utilizing traditional elements and social luxury can be increased only when these regional differences and the individuality of the aesthetic object are sufficiently taken into account when the design of traditional crafts is borrowed. Qiang embroidery patterns are rooted in ancient traditional culture, and integrating them into modern product design will not only promote the development of traditional folk craft art, but also provide new ideas and inspiration to the field of modern design.  a2671-6194