Interview
Su Su & Yang Songyao
1 Congratulations on winning the French Design Awards! Can you introduce yourself and share about what inspired you to pursue design as a career?
1983ASIA is a design and art team co-founded in Shenzhen in 2012 by both Yang Songyao (Malaysia) and Su Su (China). Over the past decade, we've operated in our multifaceted roles as trend artists, brand designers, and Asian curators, focusing on the cultural core of "Asia." By delving deep into the narratives embedded within traditional motifs—and guided by a modern, international perspective and a philosophy of diverse coexistence—we've forged a distinctive "Asian mash-up aesthetic” imbued with a unique sense of contemporary style. This aesthetic has not only garnered widespread popular appeal but has also exerted a lasting and profound influence across Asia and beyond. Our team’s work has garnered numerous international accolades. Furthermore, both of us serve as lecturers at prestigious institutions—including the Guangzhou Academy of Fine Arts, the Macao Polytechnic University, Shenzhen University, and the Xi'an Academy of Fine Arts—and have authored publications such as “AMAZING ASIA: MASH UP! BRANDING DESIGN” and “CUTE ASIA”. Both of us have been captivated by comics since childhood, and have always felt a deep pull toward Asian aesthetics. It was this early spark of curiosity — this enduring fascination — that set us on the endless path of design. To turn what you love into what you do for a living — isn't that, in itself, a kind of happiness?
2 What does being recognised in the French Design Awards mean to you?
The French Design Award has given us a profound sense of confidence. It marks a new peak in our design thinking. At the same time, this international recognition has prompted us to reflect on how we can further refine our design philosophy, how we can engage more closely with society, and how we can bring a positive impact to more people.
3 How has this achievement impacted your career, team, or agency, and what opportunities has it brought so far?
We believe its impact will continue to resonate and unfold in the years to come. We hope to collaborate with more outstanding brands, together creating a future without limits.
4 What’s one thing you wish more people understood about the design process?
What sets 1983ASIA apart is our deep commitment to cultural research. Before we put pen to paper, we immerse ourselves in the brand's cultural DNA, the influence of its local context, and the narrative it seeks to unfold in the future. These cultural insights become the bedrock of our design. We see brand design not as a matter of creative tricks or superficial novelty, but as a discipline rooted in meaningful cultural content — content that sustains a brand over time. Ultimately, what brand design demands is not cleverness, but wisdom.
5 How do you navigate the balance between meeting client expectations and staying true to your ideas?
In 1983ASIA, we believe that the brand designer's role is much like that of a "visual translator." We build a bridge between the client and the consumer, translating the brand's cultural content through design. Therefore, we see no fundamental conflict between the two — only the need to research and create together to let the brand go further.
6 What were the challenges you faced while working on your award-winning design, and how did you overcome them?
A significant challenge in this design process was addressing local cultural sensitivities. The product launch region encompasses multiple cultural communities, each holding strong beliefs and a deep sense of identity. To honour each of these cultures, we had to approach the design with exceptional care and restraint. This is exactly where the findings of our cultural research proved indispensable.
7 How do you recharge your creativity when you hit a creative block?
Designers have various ways to recharge. For me, it’s travel, exhibitions, and comics.
8 What is an advice that you would you give to aspiring designers aiming for success?
Stay curious.
9 If you could collaborate with any designer, past or present, who would it be and why?
We’re happy to work with all kinds of designers. Life is an adventure, and staying curious is the way we approach it.
10 What's one question you wish people would ask you about your work, and what's your answer?
What I hope for is that more attention will be given to how cultural research transforms into design that truly fits into people’s daily lives.
