The collaboration between culinary and fashion has become a creative way to bring brand identity into wearable mediums. Cheetos, for instance, once launched a clothing line with Forever 21, featuring its signature orange color and Chester Cheetah character across swimsuits, sweatshirts, and accessories. In Indonesia, Wakai collaborated with Coca-Cola to create sneakers with the iconic red palette and trademark logo. 

A similar phenomenon is now seen in the collaboration between Bakmi GM, a quick-service restaurant that has been around for 53 years, and Mira Hoeng, founder of MIWA Pattern. From this collaboration emerged the “Double Happiness” motif, created in response to Indonesia’s declining happiness index. The motif is featured in dresses, bags, and accessories, with proceeds donated to survivors of Cornelia de Lange Syndrome (CdLS Indonesia), a rare genetic condition. 

The “Double Happiness” motif conveys a message that food and fashion can serve as mediums to celebrate togetherness while fostering social awareness. It also symbolizes inclusivity and corporate empathy. 

This collaboration applies the narrative transportation approach, a communication strategy that uses storytelling to immerse audiences in a narrative. The method has proven effective in building emotional engagement, making audiences more receptive to the messages conveyed. 

Through the synergy of culinary, fashion, and social concern, this initiative demonstrates that creativity can act as a bridge to strengthen brands and creators while also sparking meaningful social conversations. 

From a symbolic communication perspective, the shape of dumplings and the curves of noodles within the “Double Happiness” motif serve as signifiers, while the signified is the happiness and warmth experienced when enjoying a favorite meal with family or friends.