Interview with Chun-Lung Chen, KingJames International Ltd., Taiwan

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Chun-Lung Chen

Chun-Lung takes extra steps in creating designs that serves the user rather than just looking good.



Interview with the 2021 MUSE Design Awards Winner - Chun-Lung Chen

1Please give us a brief bio of yourself and your design background.

I’m a father of two girls, and I’ve been a product designer for over twenty years. I previously focused on camping tents design. After starting my own business, I now design beddings such as pillows, mattresses, comforters and so on.

2What made you become/why did you choose to become a designer/artist?

After becoming a father, I realized that baby & kid products with good quality are rare on the market, so I designed beddings for my children myself. After the kids are older, I then decided to continue what I did and shared my love for the kids, offering others a better quality bedding for their new born family members.

3Tell us more about your business/company, job profile, and what you do.

We have our own factory and experience on making mattresses for over 20 years. We started our own brand cani in 2014, and the main products are beddings for maternity and infant including organic cottons and functional beddings. Because the factory is in house, we have the full control on designing, manufacturing, and marketing. On top of the online and offline sales, we participate in many maternity and baby expos to interact and hear the feedbacks from our customers.

4What does “design” mean to you?

Take aesthetics as the highest standard and design to maximize the users’ benefits. It should be not only useful but beautiful.

5What’s your favorite kind of design and why?

Designs that is considerable and take an extra step for its users. I like when the design comes from a place of love and kindness and hopes to make people’s life more convenient and beautiful.

6To you, what makes a “good” design?

Designs that can take an extra step for people are good designs. Taking an extra step for people means that the purpose of the design is to serve people rather than just looking good. You can always find that extra step of consideration isn every design that is considered good.

7Describe your design style and its main characteristics.

The product is for babies and kids, so I designed it to be comfortable, simple yet fun. On the function aspect, I highlighted the breathable and washable material and the customizable size so that it can meet the needs of modern parents.

8Tell us about your design process.

First, we had to learn about the expectation of the product function-wise, so we did a survey to understand the needs of novice parents. Then we tried our best to meet the request on materials, designs, and services.

9Do you think your country and its cultural heritage has an impact on your design process?

Family is very important in Taiwanese culture. The coming of a new member is worth celebrating and when it comes to the things for babies, people want the best and no one wants to cut corners. Therefore when I’m designing, my bars will be high because these are for children.

10Congratulations! As the winner of the 2021 MUSE Design Awards, what does it mean to you and your company and team to receive this award distinction?

To know that a local Taiwanese brand like us can have the chance to be seen on an international stage like this, I’m very honored. There aren’t many Taiwanese local maternity and infant brands, most of which on the market are imported. I’m very proud to represent cani and also Taiwan to be recognized by the Muse awards.

11Can you explain a bit about the winning work you entered into the 2021 MUSE Design Awards, and why you chose to enter this project?

The airwave mattress is a brainchild of us, and it took us a lot of time to develop and refine. It is well received in the Taiwanese maternity and infant market. We submit it to the contest is to see if we can do any improvement and have the chance to examine our star product at an international level.

12What was the biggest challenge with this project?

The biggest challenge was to find the balance between practicality and aesthetics. We worked hard to not sacrifice either and create a product that is good-looking while useful.

13How has winning an Award developed your practice/career?

Now I have to think more about how a local brand like us can do to reach the international market and client so that more and more people will know about cani.

14What are your top three (3) favorite things about our industry?

The maternity and infant industry has a very special customer base which renews every year with novice parents and babies.

1.I love to welcome a new life.

2.I love to know that my expertise can offer good sleep for babies.

3.I love to see grown kids come to the store to shop for their younger siblings and tell us that they have the same bear mattress.

15What makes your country specifically, unique in the design industry?

Taiwan is a small but creative country with great design ideas flowing. If you have a great idea, you can always find a way to realize it, whether to partner with mid-size enterprise or to find a manufacturer by yourself. Besides, the information travels fast here, so that the design industry can always pick u on news from abroad.

16Where do you see the evolution of design industry going over the next 5-10 years?

Pervasive electronic gadgets are heavily affecting modern life. I think in a post- modern world like this, there will be a trend of returning to innocent, where we seek for the essence of design. The technology is to serve human, not the other way around. In the next 5 to 10 years, products feature human-centered design with clean appearance and isn’t electronic are probably going to be more appealing.

17If you were a student entering this industry or an aspiring MUSE Design Awards submitter, what advice would you give them?

Look around and find your passion of life and take this as your foundation to work on it. Moments of inspiration will occur to you and you should seize these moments, and think, think hard to turn them into your design.

18What resources would you recommend to someone who wants to improve their skills in the design industry?

Participating in international contests such as Muse, Red Dot or iF is a good way to refine your design, and view your work in a more holistic perspective.

19Tell us something you have never told anyone else.

I’m very good at hand-sawing teddy bears, so when I have time, I like to make bears in the corner.

20Who has inspired you in your life and why?

I like to go biking. Also, Taiwan is an island of mountains, and I like to go into the mountains when I have a longer vacation to admire the greatness of nature. The nature is always inspirational to me, and I can learn a lot form it.

21What is your key to success? Any parting words of wisdom?

I always get to the bottom no matter what I do, and I seek to make the best better.

22Do you have anything else you would like to add to the interview?

I want to shout out to my family, especially my wife and two daughters. They are my cause of pride and happiness. I can only come this far because of their love and supports, and I will continue to carry on.



Winning Entries

Cani Airwave Breathable Mattress | 2021

Interview with Chun-Lung Chen, KingJames International Ltd., Taiwan

1.Using European Food Law and FDA approved PP material, cani airwave mattress contains no plasticizer, formaldehyde and BPA. It...
(read more at MUSE Design Awards)


KingJames International Ltd.


KingJames International Ltd. is an award-winning product design studio based in Taiwan.

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