ROJAK is meant to be a cooperative of people from various creative fields working together to build a brand that embodies the spirit of creative thinking and captures the energy of a diversity of inspired individuals. This allows each individual member to carry on at his/her own pace, following his/her own process, working synergistically, and never forced into collaboration unless a natural need arises. The members create work based on his/her expertise, honing in on ideas and skills he/she has obtained over the years. They come together to create shared work only when the situation calls for it during which time each member contributes according to his/her area of specialization.

The idea behind this business concept is for it to become more than a product that includes lifestyle merchandising, theatre and sounds, tastes and flavours all come together into a mélange that makes up contemporary Asia.

Hence, I borrowed the term: opensource to describe the spirit of this 'brand', calling it An Opensource Brand.