Innovation in traditional Chinese food packaging: an industrial design model from a user experience perspective

Purpose To develop an industrial design innovation model for traditional Chinese food packaging from a user-experience (UX) perspective, balancing cultural authenticity with contemporary functional requirements. Design/methodology/approach A multiple case study design was combined with focus group discussions across diverse consumer segments. Packaging was analysed for cultural semiotics (symbolic imagery and graphic language) and UX attributes (usability, sustainability and technology integration). Findings Many brands successfully embed cultural heritage and authenticity through symbolism and graphics. However, gaps remain in modern functionality and environmental performance. Château de Lune Mooncake was perceived as aesthetically traditional but outdated in terms of usability and weak in sustainability – particularly among minimalist and eco-conscious participants. In contrast, Chali Tea and HuangRan Peking Duck were commended for integrating user-centred features (e.g. easy-open structures, portion control, recyclable materials and smart/QR touchpoints) while preserving cultural identity. These hybrids were positively evaluated across demographic groups, indicating that a balanced cultural–functional approach enhances satisfaction and purchase intent. Research limitations/implications The evidence is case-based with a limited geographic scope; generalisability may be constrained. Future studies should test the model quantitatively across categories and markets, and incorporate behavioural measures (e.g. eye-tracking and choice experiments). Practical implications The study offers a design rubric: pair cultural cues (motifs and narratives) with UX upgrades (ease of opening/closing, reusability, sustainability credentials and digital traceability). This balance can improve perceived quality, brand trust and repeat purchase. Social implications Culturally resonant yet sustainable packaging can support heritage preservation while reducing environmental burden. Originality/value This study does not propose a wholly new packaging theory. Instead, it offers an integrative analytical model that shows what the Norman–Holt combination adds beyond either lens alone: Norman specifies how packaging is experienced at visceral, behavioural and reflective levels, while Holt explains how cultural symbolism becomes legitimate or diluted in consumers’ interpretations. Bringing the two together allows the study to identify a concrete mechanism – usability and sustainability innovations strengthen authenticity when they are executed in a culturally coherent way. Empirically, the cases suggest that cumbersome and wasteful packaging may weaken not only functional evaluation but also perceived authenticity by appearing dated rather than respectful of tradition.