“Imagination is the beginning of creation. You imagine what you desire, you will what you imagine and at last you create what you will.” --George Bernard Shaw, Irish dramatist & socialist (1856 - 1950)

「想像是創造的開端。你想像你所欲求的，並堅持你的想像，最終，你會將你所堅持的想像創造出來。」--喬治‧伯納‧蕭(愛爾蘭劇作家、社會學家，1856-1950)

耳聞臺南市政府文化局別出心裁的出版創意精品專書，收錄各類具有多元臺南意象的創意商品，心裡滿是欣慰與喜悅。這本專書代表著地方政府，以實際作為讓文化創意的推廣不再侷限於競賽型的活動或徵選，或僅僅是將得獎的作品收進俗套的商品型錄；文化商品更不再是卑微地被放置在展櫃中，等待有緣人賞臉；而是有一本書，如大海納百川地容納百餘件作品，重視個別內涵，讓她們優雅地躍然紙上，供流傳與珍藏。

When I heard the Cultural Affairs Bureau of Tainan City Government is going to publish a book which collects various creative products about Tainan's images, I felt satisfied and thrilled. This book shows that the local government takes the actual actions to promote the cultural creativity instedad of limiting it to only competition, or just putting the awarded works in a product category. The cultural products are not only the items that are put in the exhibition waiting for people's appreciation, but should be focused on their individual features and collected in a book for treasuring forever.

幾次趁著在臺南短暫停留的機會，走訪幾處散落在嘉南平原上的村落，看見地方產業如何行銷社區，甚至為整個城市帶來可觀的經濟效益；例如蘭花產業、陶瓷創作、植物染織……等等，一項技術的成功，均是經過百般試驗，待人們掌握形體變異關鍵之後，進而實現想像。臺南擁有相當多生活文化元素以及豐沛的創作資源，具備發展文創產業的良好條件，從較小規模、自產自銷型的社區產業到中小型企業；從生活出發，產出我們所見的各類商品，嘉惠設計者、製造者，推廣一種屬於臺南特有的生活哲學，作為城市行銷與經濟實質發展的一大著力點。這一切，來自於人們對未來的不斷想像，用想像實現夢想、創造財富，也更清楚地拼湊產業未來的發展藍圖，這般文化創意產業化的必經過程，無疑是值得留下紀錄的。

While having te opportunities to go to Tainan for a couple o times, I visited some villages scattered on the Chianan Plain. I saw how the local industry promoted to communities, even brought a huge economic income for the whole city; for instance, the orchid industry, the porcelain creation, plants dyeing and weaving, and so on. Every sucess in a technique had undergone hundreds of tests. After people know to handle it, they can realize their imagination. Tainan is a place that filled with abundant cultures and resources for creation, and it is also a wonderful place for developing cultural and creative industry; from small-scale and self-marketing community industry to small and medium-sized enterprises. Starting from daily life, various products are created. All the designers and manufacturers promote a unique Tainan-style of philosophy which is used as a feature for city promotion and economic growth. All teh development is achieved by people's limitless imagination toward the future. People use imagination to realize their dreams, create their wealth, and clearly build the blueprint for the future development of the industry. This must-passed process of cultural and creative industrialization is no doubt a record that is worth keeping.

編輯團隊將本書所收錄的商品以「蘭花文創」、「古蹟剪影」、「臺南意象」等類別區分，總計百件的作品。這些創意產品可說是已囊括大部份的臺南印象，甚至一個劍獅或蘭花的文化元素或概念，就能延伸出多樣化的作品。因此，這本書除了精緻的圖文設計外，另一值得玩味的是，臺南人如何運用這樣的文化元素或概念，精煉出令人讚嘆的創意思維。

The editing team catalogs these 100 works into different categories: the creativity on orchid, the snapshots of historical sites, the images of Tainan, and so on. These products display most of the images of Tainan. Even an element of Sword-lion or the orchid can be transformed into various works. Therefore, except for the delicate design of pictures and words, another interesting thing in this book is to see how Tainaneses utilize this kind of cultural element or concept to refine the stunning creative thinking.

一個城市若沒有在發展過程中為想像空間留白，不會有繽紛的面貌和幸福的人民，也不會令人感受她真實的美好。當我走過許多國家，再回到臺灣來思考，即使沒有相同的地景、語言及文化，但是在某些方面，例如地方上的傳統市集、對待老舊物件的態度，甚至到一件商品所象徵的文化厚度，臺南竟不可思議地與許多歷史名城有著類似的堅持與驕傲。臺南存在太多故事與趣味，留下太多空間給後人思考，我的許多朋友們在這座美好的城市裡，正盡情地發揮想像力，並實現想像中生活該有的態度。我由衷地期望，在進行任何現代化建設的同時，臺南能繼續保有讓人們盡情想像的空間，繼續以創意型塑她的未來。

A city won't have its flourishing features and happy residents, and people won't appreciate its true beauty, if there is no space for imagination during the developmental process of a city. After travelling to many countries, and coming back to Taiwan, even though without the same scenery, language, and culture, in some aspects, Tainan incredibly has the similar persistence and proud as many other famous historical cities; for example, the local traditional market, the attitude toward ancient things, and even the cultural representative of a product. There are many stories and fun in Tainan. Many of my friends are freely using their imagination in this wonderful city to put their life philosophy into practice. While having any modernization, I truly hope Tainan will still be the city where people can freely use their imagination and creatively shape the city's future.

前文建會主委 Former Minister of Culture
國立台灣師範大學音樂系教授 Professor of music at the National Taiwan Normal University
財團法人白鷺鷥文教基金會董事長 Chairperson of the Board of the Egret Culture and Education Foundation
台灣法國文化協會理事長 President of the Alliance Francaise de Taiwan 陳郁秀

序

PREFACE 市長序

延續城市的創意基因 CONTINUE the Creative Gene of the City

2014年，蘭花以金碧輝煌的國宴概念，綻放高貴芬芳氣息；市定古蹟林百貨在夏天重拾82年前風華，以文創百貨之姿，重新加入臺南人的生活記憶；位於鬧區的舊司法宿舍，冬天更將老厝新生，轉型為微型文創園區。這座老城市源源不絕的新創意，令人目不暇給，一巷弄一轉角，都令人著迷。

In 2014, with the concept of magnificence, the orchid blooms its elegance and fragrance. During the summer, the historical site -- Hayashi was transformed into a department store of cultural and creative products and was back to Tainan people's memory since 82 years ago. During the winter, the ancient judiciary dorm in downtown is going to be transformed into a micro-cultural and creative park. From the above-mentioned examples, we can see countless creativity in this ancient city and everywhere in this city is attractive.

臺南是臺灣第一個城市，擁有1/4的國定古蹟，古蹟及歷史建築多達181處，國定民俗也占全國1/3；從遠古的人跡乃至近代族群的興替，臺南都見證著這塊土地上的寥落與興起。可以說，臺南本身就是一座兼具時間、空間與情感三種維度(3D)的大型博物館。透過文學藝術的感知體驗、歷史知識的傳承教育、對話生活的商品設計，以及傳統信仰的身體力行，文化能將這塊土地的DNA延續，展現其智慧的精髓，及時代的創新。

Tainan is the first city in Taiwan. In fact, there are more than one-fourth of nation-designated heritages in Tainan. Besides, there are more than 181 historical sites and architectures, and even-third of nation-designated folk customs in Tainan. From the ancient times to the contemporary, Taina witnesses the rise and fall in Taiwan. In other words, Tainan itself is a massive museum with 3 dimensions of time, space, and emotion. Through the experiences of literature and art, the education of history, the design of life products, and the practice of traditional beliefs, culture is teh key element which keeps the gene of our land contnuing, and shows the essence of wisdom, and the creativity of the times.

2014年是臺南的創意產業年，近年來推廣創意產業的成果，都在這個時間總體展現。除了積極協助產業媒合，我們也鼓勵民間自主開發，設計出兼具實用質感與城市精神的創意作品，成為臺南形象的載體。這本專書的出版，除能協助創意者行銷推廣卓越的創意精品，全書亦以嚴謹的審選及編輯，展現出臺南文創從業者從創意發想、概念設計乃至商品化過程中所具備的高度專注與用心。

2014 is the year for creative industry in Tainan. The promotion of the creative industry has shown its achievement at this time . In addition to actively helping industries' cooperation, we also encourage self-invention and development among common people to design both practical and high-quality creative works with the spirit of our city. The publication of this book not only helps creators promote their excellent products, with careful examination and edition, this book also shows the concentraions and efforts that creators have put into the proceses of creation, design and commercialization.

臺南是充滿故事的城市，文學作品、名人事蹟甚至美食小吃，都與這座城市的日常生活記憶互通聲息。一碗甜品，一幢老房子，一排古牆，一座舊街區，臺南城市迷人的歷史人文底蘊，讓創意工作者用之不竭、取之不盡。創意本無價，但就如同文化，一經累積就能好酒沉甕底。清德謹向所有努力付出的創作者致敬，也企盼消費者及慧眼獨具的企業，都能以行動給予創意產業最實質的鼓勵。

Tainan is a city filled with stories, literature, great people's life stories, and even cuisine. All of them connect with the daily life memories of this city. Desserts, old houses, ancient walls, ancient neighborhoods are the attractiveness in this city, and are the inexhaustible inspiration for creativity. Creativity is priceless, but just like culture, if it is accumulated and stored with time, it would become more precious. Here I show my greatest appreciation to those hard-working creators, and also hope consumers and enterprises can see what others cannot and provide the actual encouragement to the creative industry by taking some actions.

Mayor of Tainan

回歸創意之心 RETURN to the Heart of Creation

近幾年來，「臺南書寫」逐漸成為顯學，坊間出版有關臺南的書籍汗牛充棟，卻都有一定市場。舉凡美食小吃、歷史文化、遊賞觀光，甚至文學輕旅行等，都成為國人重新認識臺南、發現臺南的導引地圖。然而轉角巷弄間隨處可見的創意作品，要在何處尋？起心動念後，我們決定編輯一本有別於傳統的城市創意精品專書。

In recent years, "the story of Tainan" has become a famous type of "literature". Although there already are numerous published books about Tainan in the market, they are still blockbusters. The range of the contents include from the cuisine, historical cultures, sightseeing, to literature-related relaxing travel. All the topics make Taiwanese people get to know and discover Tainan more. However, how can people find creative works in this city? Inspired by that, we decided to edit a professional but unique book about the creative works of this city.

《臺南有禮》可說是一本集大成的臺南文創型錄，但所蘊藏其中的，則更遠多於此。為了呈現每件作品的創新特色與文化內涵，我們特別聘請專業攝影師，力求精準呈現商品的創意美學。此外，回歸編輯初衷，我們期盼讀者在視覺賞玩的同時，也能藉由閱讀創意作品，讓臺南多元而豐富的古蹟、信仰、物產及意象躍然讀者眼前，進一步感受臺南這座城揉合傳統與創新的創意思維。 Tainan Presents can be considered as a catalong of all the Tainan cultural and creative industry, but the profound meaning inside is more than just a catalog. In order to present the creative features and cultural connotation of each art work, we specially hired a professional photographer to clearly display the creative aesthetics in all the works. Moreover, back to the original intention of publishing this book, we expect that when people are reading it, through the vivid images of the various and abundant historical sites, beliefs, and products of Tainan, readers can further appreciate the creative concepts of combining both tradition and innovaion in Tainan city.

近年來，臺南的宜居吸引全國各地的年輕創意者移居，全市個人工作室不計其數，許多造訪臺南的國內外友人以及在地朋友都曾困惑：「臺南文創商品百百種，量多質優；想買來收藏或送禮，卻不知從何挑起。」消費者要找到優質的文創品，確需按圖索驥。今年文化局以數個月的時間進行專業評選及設計編輯完成付梓本書，希望能為創意設計者與消費者搭起橋樑，為產業帶來實質效益。取捨的過程是艱難的，最後不免有作品雀屏中選、有的成為遺珠，歷經主題分類、刪修及翻譯，全書系統性區分「信仰傳承」、「古蹟剪影」、「蘭花文創」、「意象臺南」四大主題，成為各種在地創意爭奇鬥艷的舞臺。

Recently, many young creators are attracted to reside in Tainan because of its good living environment. Besides, there are numerous personal studios in Tainan. Many people have been bewildered that there are so many different kinds of creative products with good qualities, but they don't know how to choose the most appropriate for self-collection or as a gift. It's true that consumers need to have a direction and a clue to find the best creative product. Therefore, this year, the Cultural Affairs Bureau spent a few months to have a professional evaluation of the products, and then design, edit, and finally publish this book. We hope this book can be a bridge between the creators and the consumers, and bring the actual benefits for the industry. The process of choosing the products is tough. After categorizing them by the topics, and through the processes of deleting and translating, this book is systematically divided into four themes: "Creativity on Beliefs", "Snapshots of Historical Sites", "Creativity on Orchid", "and"Images of Tainan". Finally, Tainan Presents provides an opportunity for displaying various local creations.

臺南的文創產業還很年輕，但經由公私部門齊心努力，每個人心中都慢慢建立起未來的願景。開始有年輕人會在假日的午後時光，背起行囊，往舊城的小巷弄裡鑽，或是回到人口外流的農村社區，協助居民們營造家園，找回昔日的朝氣。可知創意並非是三分鐘熱度的一時興起，而是用心構思後的竭盡全力。感謝所有為這本書付出過的人們，也期許臺南的創意工作者，繼續堅守價值、為臺灣活力創新。

Tainan's cultural and creative industry is still at its infant stage, but through the hard-work that people have done so far, the prospect of future has gradually been built in everyone's heart. For example, some young people would spend time in the old city and enjoy their weekend ; some of themwould go back to the rural community where the population already drifted away, to help the residents build their home, and find the liveliness back. It is perceived that creativity is not just a flash in the pan, but a power derived from full-heart efforts. Thanks for everyone's help, and I also anticipate that the creators in Tainan can persist in their values and bring more creative energy into Taiwan.

Director General of Cultural Affairs Bureau of Tainan City Government

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