Korean brand, H Cookware, is new to Vietnam with its durable stainless steel pans. The brand knew it would have trouble convincing the local audience of the durability of its pans so it used the highest-volume chefs, Vietnam’s street food vendors, to show that the pans were built to last. But the brand and its agency, Happiness Saigon, didn’t stop there. They made sure that Vietnam not only knew their pans were durable, but also felt it. 

They created the first-ever stainless steel street food guidebook, made from the same material as H Cookware pans. The book’s collection of street food vendor stories puts a clever product demo in the hands of the people. On the outside, the cover shows off the strength of the product. On the inside, Vietnam’s highest volume chefs testify to what the pan is capable of.

To prove the durability of the S304 cookware material further, the book was put through different resistance tests. Heat, corrosion, scratch, impact, and deformation experiments all showed the strength of the book. Besides proof of strength, the tests also created one-of-a-kind designs on the already unique stainless steel books.

“The steel-bound book of course serves as a great design case, but we hope it also offers inspiration to other brands to step into the world of publishing,” stated Nhi Ha Pham, creative at Happiness Saigon.