Like many office workers these days, 33-year-old Sandy Yang (楊如珊), a bank employee in Taipei City, is under a lot of pressure due to her heavy workload. Fortunately, she has found that she can manage her stress by having succulent plants on her office desk or around the house. “I particularly like houseleeks, and the dense basal rosette of the plant’s pinkish flowers and leaves,” she says. “I find their chunky, rounded leaves somewhat amusing, which relaxes me. What’s even better is that I can get a feeling of enjoyment out of them without spending a lot of money or having to go out.”
For people like Yang who are cooped up in an office all day, a succulent plant can provide a small dose of “green therapy,” allowing them to get in touch with nature and relieve some stress. Plants such as these are among the various products on the market today with claims of healing powers. In recent years, products advertised as therapeutic have grown in popularity and commercial viability.
Wang Ming-tang (王明堂), an associate professor in the Department of Industrial Design at National Kaohsiung Normal University (NKNU) in southern Taiwan, has conducted research on toys as a medium to restore emotional well-being. He points out that many people are looking for ways to overcome the mental exhaustion they experience due to pressure from family, school, work and economic and social responsibilities. Consequently, products that profess psychological healing benefits are much in demand, he adds, even though the properties of a wide variety of such items are rarely clearly delineated.
The growth in popularity of products that claim to enhance emotional well-being can be traced to companies in Japan in the late 1990s. At that time, the country had been mired in economic doldrums for a decade, and savvy manufacturers began to promote a “healing series” line of goods—beverages and music, for example—that boasted of therapeutic capabilities. Eventually, this type of merchandise made its way to Taiwan. “Basically, emotional healing products are those that are purported to induce positive feelings in people through any of the five senses: hearing, vision, smell, touch and taste,” Wang says.
The beagle-shaped moss ball from Light Plus Bio-Tech Co. is a popular product with reputed psychological benefits. (Photo courtesy of books.com.tw)
The professor based his research on a 2012 survey of consumers, product designers, psychological counselors and toy manufacturers. His research results show that so-called healing products in the shape of cute animals or human characters with light, soft colors can transform moods and help people find comfort, peace and relaxation. “It’s not only children that like toys, but also young adults and senior citizens, although separate designs are important in order to meet the needs of different genders and age groups,” he says. “There is a big market for playthings that can be a companion, look very cute, or are good for venting frustration and stress.”
Over the years, the popularity of items such as adorable dolls, electronic pets and small toy robots has become widespread. Japanese companies, in particular, have been aggressive in developing these types of products to cater to the growing demand. Wang thinks Taiwanese manufacturers should incorporate the concept of emotional healing into their product designs to capitalize on the lucrative business opportunities in the market.
Andy Lin (林彥廷), creative and lifestyle products team manager at online retailer books.com.tw, has noticed an increase in the number of people shopping for products that claim to reduce stress and depression. In view of the rising demand for products that promise emotional well-being, his online store has established a category for “healing toys” that currently features nearly 5,000 items. A partial list includes desk plants, essential oils, figurines, lucky charms, music boxes, ornaments, remote control cars, and stuffed and plastic animals. Sales of such items on the website have increased by about 10 percent annually over the last few years, he says.
Easing Anxiety
In line with Wang’s findings, Lin believes that products with emotionally soothing features are typically cute and engaging, and can help people put their minds at ease, albeit temporarily. Animal models, cartoon dolls, miniature potted plants and toy cars have sold especially well on books.com.tw. In addition to offering foreign-made brands, the firm collaborates with a number of Taiwanese artists such as graphic designer Lee Han (李翰), and companies such as Light Plus Bio-Tech Co., which is based in New Taipei City. Each of Lee’s small Up Up figurines has a blank sign board overhead upon which a person can write daily affirmations. Light Plus Bio-Tech’s decorative moss balls, which come in the shape of either a panda or a Snoopy-like beagle, have also proven quite popular. According to Lin’s sales records for 2013, 70 percent of purchasers are female, and 45 percent of the women buyers are aged 25 to 35.
An extendable piggy bank and a memo holder are among the items on the market that claim to promote emotional well-being. (Photo by Huang Chung-hsin)
The retailer also offers new products in response to popular trends and large-scale exhibitions in Taiwan. One event in particular that boosted the sales of the online store’s healing toys was the display of Dutch artist Florentijn Hofman’s giant yellow inflatable duck in Taiwan in 2013. Hofman’s floating sculpture in the shape of a bathtub toy attracted millions of visitors when it was exhibited at three locations around the country last year. Book.com.tw took advantage of this phenomenon by introducing a series of therapeutic yellow duck-themed toys, stationery sets and everyday items that quickly became bestselling products.
Urtale Creative Marketing Co. also operates an online store. Watson Chi (紀玟承), the Taipei-based firm’s executive director, says products promoting emotional reassurance or stress relief appeal to a wide range of customers—young and old, men and women alike—though needs and preferences may differ. Urtale’s primary target group is financially independent women aged 24 to 40.
Therapeutic products can be very broadly defined. Chi notes that the everyday goods making up his company’s main product lines must have aesthetic value, while serving to improve mood and quality of life. In other words, they must be visually appealing, practical and useful, and resonate with people’s daily lives.
In anticipation of growing consumer demand, Chi’s company has teamed up with hundreds of designers and manufacturers both at home and abroad in order to expand and regularly renew product offerings that may help ease feelings of anxiety and stress. Currently, Urtale offers thousands of such products, encompassing electronic gadgets, kitchen utensils, ornaments and stationery supplies.
Products in the shape of cute animals such as these rabbit dolls come in light, soft colors that are meant to help soothe anxiety. (Photo by Huang Chung-hsin and courtesy of books.com.tw)
“The market demand for items that can evoke positive emotional responses is increasing, which is why our company is constantly searching for new products with such effects,” Chi says. “I’m upbeat about the prospects for future growth because people are paying greater attention to quality of life issues.”
The Republic of China government and many businesses, the executive director says, are promoting the development of cultural and creative products. Nevertheless, in Chi’s opinion many locally made offerings are too “artistic” and not nearly interesting or practical enough. He echoes Wang’s suggestion that products would be more marketable if local companies and designers expended greater effort in making them amusing, functional and tasteful.
For example, there are many people like Sandy Yang who enjoy the simple restorative pleasure of adorning their workplaces with plants. Vulcan Yan (嚴國維), manager of Fuhsiang Cactus and Succulent Garden in Hsinchu County, northern Taiwan, provides further explanation for why succulent plants are increasingly sought after by people who lead busy lives and long for psychological comfort. “The exotic, unique look of succulents, with their plump leaves and stems, is a delight to the eye. They also have an interesting texture and some people find comfort in touching the silky, smooth leaves,” he says, adding that the plants are also easy to care for and very affordable.
To better seize business opportunities arising from the growing popularity of succulents, Yan says he has endeavored to add value to his plant products and business by developing creative floral and potted arrangements, offering personalized gifts and organizing DIY activities during weekends and holidays. Overall sales have increased by 50 percent since he took over the family business in 2009, he says. “Despite the improvement of living conditions, people nowadays seem to feel more pressure than before,” Yan notes. “I’m glad to engage in the business of providing horticultural therapy to help people deal with stress and live happier lives.”
Consumer products that claim to have psychological benefits can be in the form of functional items, fun toys or objects that directly appeal to the five senses. Items such as these have struck a chord with many people in Taiwan in recent years, and emotional healing has become an important element in the marketing of products. NKNU’s Wang believes that the commercial and industrial sectors are likely to generate considerable sales if they offer more products that may promote psychological well-being. Consumers will then be able to choose from a greater variety of items to help elevate their spirits according to their budgets, needs and preferences.
Write to Kelly Her at kher@mofa.gov.tw