A Study on the Design of Wenzhou Ougan Tourism Products through the Analysis of Visual and Cultural Elements : focusing on Tangerine Tourism Products

The Korean tourism industry has experienced rapid growth driven by the expansion of K-content, and Jeju Island has gained popularity among Chinese tourists who can enter visa-free. In particular, Jeju has provided high satisfaction through a wide range of tangerine-related souvenirs. This study aims to explore the development of tourism products in Wenzhou, a traditional citrus-producing region in China, by analyzing Jeju’s tangerine tourism products and suggesting design directions. The research methodology included literature review, market research, and surveys to examine the regional symbolism of citrus, case studies of tourism product development, as well as the concepts, classifications, and design elements of tourism products. The study compared the success factors of Jeju’s tangerine souvenirs with the limitations of Wenzhou’s tourism products and derived core design elements such as color, production methods, materials, and form. Furthermore, consumer surveys were conducted to reflect purchasing needs related to cultural identity, aesthetics, and functionality. Based on these findings, six tourism products were proposed: Ougan travel tea set, canvas bag, handmade pouch, Ougi(甌吉) seal, bulrush fan, and Ougan peel soap. The results indicate that Ougan-based tourism products can strengthen the cultural symbolism of the region while contributing to the diversification of Wenzhou’s tourism market and enhancing regional branding.