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4–7 September, 2019

Friday, 6 September | | Miraikan Hall

Talk | Presented in English

Jin Xuan: The World’s First Crowdfunded East Asian Ideographic Typeface

In 2015, on flyingV (Taiwan’s Kickstarter), the company justfont proposed the Jin Xuan (金萱) font project. By the time the campaign closed, it had garnered nearly 26 million NTD (about $860,000), making it one of the most successful crowdfunding projects in Taiwan. It was almost an impossible story. Taiwan’s type industry had been suffering from market failure for decades. Consumers didn’t realize it was necessary to license fonts, because fonts were available everywhere on the internet or burned onto discs. That was the main reason Taiwan-based foundries had so rarely produced fonts for mainstream consumers. Given this environment, how did justfont manage to achieve its goal? For starters, they found education and communication to be crucial, especially for internet-savvy millennials. Wei-Hsiang Su introduces justfont’s approach to raising awareness about typography in Taiwan, and how justfont launched a wildly successful crowdfunding project by building a font-loving community from scratch.