How can traditional Chinese culture embrace technology to become more fascinating? At the Guochao (Chinese FashionTrend) Creative Session of the 2024 Guangdong-Hong Kong-Macao Greater Bay Area (GBA) Cultural Industry Investment Conference held in Guangzhou, Guangdong, the Hong Kong Joint Publishing Group's "Fascinating Chinese Culture" project used AR, VR, and other technologies to bring traditional culture to life. This innovative approach to cultural storytelling became a highlight of the event.

Held from November 20th to 22nd, the conference showcased a series of creative and forward-thinking cultural projects, demonstrating the vitality and immense potential of the Bay Area's cultural and creative industries. With digital technology as its backbone, the "Fascinating Chinese Culture" project uses print and digital books, multimedia, cultural merchandise, and hands-on experiences to introduce Chinese culture to global youth.

"We are exploring the use of emerging technologies like AR, VR, MR, and AI to breathe new life into traditional culture," said Zhou Sheng, General Manager of Sino United Electronic Publishing Limited, in an interview. The project combines high-quality traditional publishing content with innovative products such as the "Chinese Culture Smart Reading Platform", the "Fascinating Chinese Culture" Metaverse Experience Exhibition, and the Chinese Intangible Heritage Handicraft Class. These initiatives have already been introduced in many primary and secondary schools across Hong Kong and Macao, with plans to conduct over 100 touring exhibitions on campuses by 2024.

Zhou emphasized that the fusion of culture and technology is a key driver of growth in the cultural and creative industries. Reflecting on the numerous innovative projects at the conference, he noted their fresh approaches to cultural expression and technological application. "By leveraging technology, cultural dissemination becomes not only more innovative and accessible but also more engaging, attracting a broader audience to participate.

He also highlighted the GBA as an ideal ecosystem for cultural creativity. Its diverse cultural landscape, global perspective, and shared Lingnan cultural heritage position the GBA as a vital gateway for Chinese culture to connect with the world, enabling traditional culture to find its place in global markets.

Source: Lingnan on the Cloud

“中华文化有意思”，科技翅膀让好故事高飞

如何让中华传统文化插上科技的翅膀，变得更“有意思”？在2024年粤港澳大湾区文化创意项目投资大会（广东·广州）的国潮创意专场上，香港联合出版集团的“中华文化有意思”项目通过AR、VR等科技手段，为传统文化插上科技翅膀，带来全新传播模式，成为大会一大亮点。

该大会于11月20日至22日举行，集中展示了一系列创意与前瞻性兼备的国潮文化项目，展现大湾区文化创意产业的蓬勃活力与广阔前景。香港联合出版集团旗下的“中华文化有意思”项目以数字科技为助力，通过纸本书、电子书、音视频、文创和手工等多样形式，向全球青少年传播中华文化。  

“我们正在探索通过AR、VR、MR和AI等新兴技术，让传统文化焕发新生。”联合电子出版总经理周晟在采访中表示，“中华文化有意思”项目不仅融合了传统出版的优质内容，还开发了“中华文化智慧阅读平台”“中华文化有意思”元宇宙体验展、“中华非遗手工课”等特色产品，已走进多所港澳中小学，预计2024年将在校园开展超过100场巡展活动。 

周晟认为，文化与科技的结合是文化创意产业发展的关键驱动力。在本次大会上，他观察到众多文化创意项目都在创新表达和技术应用上大放异彩。“利用科技手段，不仅能让文化传播更新颖、更便利，也能吸引更多受众接受和参与。”   

他还指出，粤港澳大湾区凭借其完整的文化产业生态链，为文化创意项目的发展提供了绝佳土壤。大湾区丰富多样的文化特色、国际化的开放视野，以及岭南文化的共性优势，使其成为中国文化产业走向世界的重要窗口，助力传统文化融入全球市场。

文 | 记者 莫谨榕 詹淑真 实习生 刘奕娴
译 | 赵凡
英文审校 | 王枥焓