PERANCANGAN DESAIN PRANGKO EDUKATIF SEBAGAI MEDIA PENGENALAN SHIO CINA BAGI KAUM MUDA TIONGHOA

This study aims to design educational postage stamps as a medium of visual learning and cultural campaign themed around the Chinese zodiac (shio) to introduce cultural heritage to young Chinese-Indonesians in Sukabumi. The background of this research is based on the decreasing understanding of the younger generation regarding the philosophical meaning of the zodiac due to the influence of globalization, as well as the declining interest in postage stamps as a cultural visual medium. The method used is Design Thinking, which consists of empathize, define, ideate, prototype, and test stages. Data were collected through observation, interviews, literature study, questionnaires, and documentation. Data analysis employed SWOT, 5W+1H, visual analysis, and descriptive statistics.
The design results produced a series of postage stamps for the next five years (2026–2030) that combine illustrations of Chinese zodiac animals with elements of color, typography, and composition in accordance with the character of each zodiac, while maintaining aesthetic value and educational function. The stamps are designed to attract young audiences through contemporary visuals while still representing the philosophy of Chinese culture. Supporting media such as booklets and digital campaigns on social media were prepared to broaden the scope of cultural education. The conclusion of the research shows that postage stamps can serve as an effective medium in preserving and introducing the Chinese zodiac culture, as well as increasing the interest and appreciation of the younger generation towards this cultural heritage.
Keywords : Educational Postage Stamps, Chinese Zodiac, Visual Communication Design, Cultural Preservation, Young Chinese-Indonesian.