Don Don Donki, the Japanese retail chain known for their broad variety of products, from snacks to shampoo, their catchy jingle that takes forever to get out of your head, and their blue and pink penguin mascots, Donpan and Donko.

Don Don Donki 是一家日本零售連鎖店，以其種類繁多的產品（從零食到洗髮水）、朗朗上口的廣告語而聞名，這些廣告語永遠不會從你的腦海中消失，還有他們的藍色和粉色企鵝吉祥物 Donpan 和 Donko。

Our personal favourite Donki hallmark, the in-store signs.

我們最喜歡唐基的標誌--店內標誌。

Equally entertaining, educational and just downright fun, these unique designs make every trip to Donki a visual spectacle.

這些獨特的設計兼具娛樂性、教育性和趣味性，讓每次唐奇之旅都成為一次視覺盛宴。

Today I'm at Orchard Central's Don Don Donki outlet, where I'll be speaking to one of their POP writers to find out the behind-the-scenes process of creating their signature signs.

今天，我將來到烏節中心的 Don Donki 分店，與他們的一位 POP 撰稿人交談，瞭解製作招牌的幕後過程。

My name is Brenda, and I'm a senior pop writer here in Donki.

我叫布倫達，是唐基的資深流行音樂作家。

And I've been working here for almost 5 to 6 years.

我在這裡工作了將近五六年。

So this is my work area.

這就是我的工作區。

It's a bit messy, but that's what makes it more like a POP area.

雖然有點亂，但正因為如此，這裡才更像一個民意調查區。

Yeah.

是啊

So this is where the magic happens.

這就是神奇的地方。

Yes, all the fun happens also.

是的，所有的樂趣也會發生。

Tell me about the brainstorm process, from the time you conceive an idea, all the way to the final product, the signs that we see in the store.

請告訴我頭腦風暴的過程，從你構思一個想法，一直到最終產品，也就是我們在商店裡看到的標誌。

First of all, we have a request form.

首先，我們有一份申請表。

So the staff who has an idea for an item or a theme, they come up to us and they can discuss with us, say, hey, what can we do?

是以，員工如果對某個項目或主題有想法，他們可以來找我們，與我們討論，說，嘿，我們能做些什麼？

And that's how we came up with the ideation.

就這樣，我們有了這個想法。

And then we'll think, what theme should we go along with?

然後我們會想，我們應該配合什麼樣的主題？

So I'll come up with a template, and after that, we'll draw it.

所以，我會先想出一個模板，然後再畫出來。

Or even just a simple writing of what this flavour is.

甚至只是簡單寫出這種味道是什麼。

Yes, because all the products are in Japanese, so we need to let customers know in English, what is this about?

是的，因為所有產品都是日語，所以我們需要用英語讓客戶知道，這是關於什麼的？

Our POP is like a love letter to customers.

我們的 POP 就像一封寫給客戶的情書。

Yeah, that's what we always think it is.

是的，我們一直這麼認為。

No wonder it's handwritten.

難怪是手寫的。

Yes, correct.

是的，沒錯。

So it's really fun to interact with the customers as well.

是以，與客戶互動也非常有趣。

That is Dong Koo, one of the mascots.

那是吉祥物之一 Dong Koo。

Tell me how you decided to include her in the sign, and what kind of personality does she really have?

請告訴我，你是如何決定將她納入標誌中的？

I think Dong Koo is mainly used for health and beauty because it stands out more on the girl.

我認為東古主要用於保健和美容，因為它在女孩身上更突出。

And Dong Koo is actually very low-key compared to our official Dong Pen.

與我們的官方董筆相比，董辜其實很低調。

The blue penguin.

藍企鵝

So one thing about Dong Koo is that we like to place what we call POP, point of purchase.

是以，東古的一個特點是，我們喜歡放置我們稱之為 POP 的東西，即購買點。

So we paste many, many to shout to customers more.

是以，我們粘貼了很多很多，以便向客戶發出更多的呼聲。

So we can see that it's not just the POP, but also what we call Bobler, or a little bit of information signage.

是以，我們可以看到，不僅僅是 POP，還有我們稱之為 Bobler 的資訊標識。

So it's like a multi-lingual kind of thing.

是以，這就像是一種多語言的東西。

So it's not just English, but our Chinese customers can also see like, hey, what is this?

是以，不僅是英語，我們的中國客戶也能看到，嘿，這是什麼？

All the displays that you see are hand-drawn.

您看到的所有展示都是手繪的。

Like even the box over here, it's all hand-drawn, and then we scan it through.

即使是這個盒子，也都是手繪的，然後我們再掃描一遍。

And then we just edit the colours a little bit to make it stand out.

然後，我們再對色彩稍加編輯，使其更加突出。

Then we send to print.

然後，我們發送給印刷廠。

We are trained to do a specific what we call donkey style.

我們接受過專門的訓練，我們稱之為 "驢式"。

When we first come into work with the senior POP writers, we'll actually train the mentees, like how do I do what we call bubble letters, even the price.

當我們第一次與資深 POP 撰稿人合作時，我們會對被指導者進行實際培訓，比如如何撰寫我們所說的保麗龍信，甚至是價格。

Yeah, because this is our donkey style.

對，因為這是我們的驢子風格。

Do you have to clear these designs with anyone, or is it mostly you get more of an autonomy to decide what you want to do?

你是否必須與任何人明確這些設計，還是說你可以更自主地決定你想做什麼？

We are just free to design whatever you want.

我們只是自由地設計你想要的任何東西。

Of course, we have some restrictions, or like the dos and the don'ts.

當然，我們也有一些限制，比如 "該做 "和 "不該做"。

Like for example, the colour choices used, like the food and the non-food colours.

例如，所使用的顏色選擇，如食品色和非食品色。

I think that also shows the individual POP writer's personality or character.

我認為這也體現了民研計劃作家的個性或品格。

So for example, like her, even though she's quiet and very dainty, but the work that she brings out, it brings out her character.

是以，比如像她這樣的人，儘管她很文靜，非常嬌小，但她的作品卻能襯托出她的性格。

Yeah, it's more on the very cool, very mysterious donko vibe.

是的，它更像一個非常酷、非常神祕的唐高人。

Yeah, for me, it's like a wow one.

是的，對我來說，這就像一個哇。

I like to adventure to different things, like even inspiration from the Japan team.

我喜歡冒險，喜歡不同的事物，甚至喜歡從日本隊那裡獲得靈感。

That's how I get more adventure, I'm curious.

這樣我才會有更多的冒險，我很好奇。

Tell me about the theme or concept of each store.

請告訴我每家店的主題或概念。

For like the recent stores in the past few years, for example, DelQ, Paribas Quarter, is more of a train theme.

就像最近幾年的商店，例如 DelQ、Paribas Quarter，更多的是以火車為主題。

Jewel is like an airport theme.

Jewel 就像一個機場主題。

The Tiong Bahru one, which is more like a rustic, very old, vintage feel.

中峇魯的那一家，更像是鄉村風格，非常古老、復古。

I've seen that.

我見過。

How many signs do you do a day?

您一天要做多少個標誌？

We'll do 10 to 30 per day, for just the handwritten POPs.

光是手寫民意調查，我們每天就能完成 10 到 30 份。

But for bigger signages or bigger displays, we'll do like a half a day thing.

但對於更大的標牌或更大的展示，我們會用半天的時間來做。

Yeah, but for example, like an A4, that takes about one hour, including the donpen drawing, to the bubble letters, and to the layout.

是的，但舉個例子，比如一張 A4 紙，從唐筆繪製到氣泡字母，再到排版，大約需要一個小時。

One hour is still insanely fast.

一小時還是快得驚人。

I know you think it's very slow, because you do it every day.

我知道你覺得這很慢，因為你每天都這麼做。

Yeah.

是啊

So sometimes our POP will go missing.

是以，我們的民意調查有時會失蹤。

Like one day, it's there.

就像有一天，它就在那裡。

The day, next day, you'll see it.

這一天，第二天，你就會看到它。

Where is it?

在哪裡？

It's gone.

它不見了

Oh, maybe this person really likes the POP a lot, and that's why he steals it.

哦，也許這個人真的很喜歡 POP，所以才偷了它。

Or maybe.

也可能是

Our work really shouts out and brings out.

我們的作品確實能讓人眼前一亮。

Or even like, oh, it's something that they want to take it.

或者甚至像，哦，這是他們想要拿走的東西。

And you feel very proud, even for the team.

你會感到非常自豪，甚至為團隊感到自豪。

Like let's say it's done by another POP writer, and you see it's like, you feel very proud of the team.

比方說，它是由另一位民意測驗作家完成的，你看到它，就會為這個團隊感到非常自豪。