Introduction: Service Design in East and Southeast Asia as a Phenomenon

This book explores the adoption and practices of service design within the socio-cultural contexts of East and Southeast Asia, where its applications are shaped by local economic, political, and cultural influences. Through case studies and narratives from academia and practice, the book highlights the plurality of service design in this region, examining how it is understood, institutionalized, and enacted in diverse localities. By focusing on cultural specificity, this work seeks to broaden the conceptualization and practice of service design, emphasizing the importance of local knowledge, values, and contexts in its global development. Key themes include pragmatic adoption, cultural manifestations of value co-creation, and the interplay between traditional and modern approaches in service design.