The 17th Cultural Fair

From September 17th to 25th, the 17th Cultural Expo UCP University Town Creative Park Cluster Sub-venue was successfully held in Shenzhen University Town Creative Park. With the theme of “New National Trend, New Cultural Creativity, New Consumption, New Potential Energy”, this cultural expo integrates the cultural life direction of young people in the current Z era, focuses on the cultural value of IP linkage under the emerging digital cultural and creative industry, gathers fashion, Pioneering elements of Guangdong, Hong Kong and Macao youth cultural and creative IP such as life, national innovation, etc., carry out the “X-Future Wild” brand activity, and create an immersive multi-stage Z era with the latest technology, fresh ideas and genes that young people like Domain digital cultural and creative interactive experience chain.
From September 17th to 18th, Shenzhen University City Creative Park and the park enterprise Ouben Group jointly held a two-day President’s Salon – “New Catering + Culture” “Development Trend of Catering Complex Format”. This salon event invited Mr. Sun Xu, secretary-general of the Asian Catering Alliance and vice-chairman of the Chinese Cooking Association’s Leisure and Simple Catering Committee, to join hands with nearly 20 industry associations, industry leaders, and catering professionals to address the issues arising from brand, channel, management and other variables. To help enterprises continuously strengthen corporate brand awareness, enhance innovation and protect brand image.
When Generation Z gradually grows into a new generation of consumer responsibility, and with the rapid development of the Internet, new models and new business formats continue to emerge. In addition to the digitization of traditional consumption, the spiritual consumption favored by Generation Z – new cultural and creative industries, is also ushering in innovation under the surging new consumption.
On September 25th, the Guangdong-Hong Kong-Macao IP joint exhibition was successfully held in the park. This IP exhibition gathered companies including dodolulu, Gooduct, ISA FOODIE, itchyhands, KAIJUONE, TENNESSES, Succulent Little Planet, Gongqueshan, Jane Eyre, Park He More than 20 cultural and creative brands in Guangdong, Hong Kong and Macao, including Tang Culture and Yijiantang.
Generation Z consumption will bring great changes and influence to new cultural and creative industries. The obvious change is that Generation Z has a very deep feeling and understanding of the national tide culture. No matter what field it is, this consumer group uses trendy things to lead the consumption of this era. Therefore, most of the exhibits in this IP joint exhibition are closely related to the national tide culture, such as Yigongfang, Puhetang Culture, Jane Eyre, Yijiantang, etc.
The new consumption trend of the national trend has been blowing from the Z generation.
Art comes from life and serves life. Art can relieve our busy work every day, relieve our nervous nerves, make us more confident, build up the confidence to fight hard, inspire creative inspiration, and be able to work easily and happily.
In this exhibition, Shenzhen University Town Creative Park and Shenzhen Jane Eyre Gifts Co., Ltd. selected several fine paintings of Mr. Luo Ming, which skillfully combined art with the corporate culture of hohem, so that we can see more art A high-quality working atmosphere, art dresses up the space, and also dresses up our working life. Relaxation, pleasure and comfort; these three key words in the workplace are the ultimate goals that every employee yearns for. Creating a happy mood is more important than anything else.
From the perspective of art, the thinking of multi-dimensional space is exuded, and new creative ideas are sprouted. Our workplace life is more exciting and charming.
The virtual space industry is still in its early stages of development, and “virtual technology + social networking” is the current priority.
On September 25th, a VR panoramic creative video public welfare platform jointly created by Shenzhen Brisbane International Creative Incubation Center and Shenzhen Cooca Network Technology Co., Ltd. built a VR virtual live broadcast station to provide VR panoramic views for enterprises in the park and surrounding universities for free. Equipment and technical services for live broadcast, creative content shooting and production, and full 3D digital production. At the same time, through the user’s experience and feedback, the equipment is updated and iterated, and the application of virtual technology in the live broadcast process is strengthened.
On September 25, the brand “Mars Traveler”, a VR business haunted innovative enterprise-Shenzhen Star Travel Technology, officially entered the park. At the same time, the Mars Passenger VR Cinema was successfully opened. The establishment of this VR cinema will provide offline VR experience for the park and surrounding people, and experience the most cutting-edge virtual space technology through personal experience.
Those who will design immersive dramas are the ones who will design the “small world” in the metaverse in the future! Do you feel the same thing? Right! Script kill! There are still many NPCs that people play offline. In the metaverse, artificial intelligence (AI) technology can be used to generate NPCs.
From this perspective, when we imagine the future metaverse, the material accumulated in the real world for more than 100 years of video and audio history can be used to carry one small “scene” in the future metaverse.
In this cultural expo, “Sanlang Reasoning Hall · Qianhuadian” launched a number of dramas using immersive experience methods, providing visitors with a solution for future entertainment and enjoyment. This kind of enjoyment is different from the “watching” enjoyment brought by the simple movies before. It’s interactive.
On the afternoon of September 25th, the “China Consumer Brand Upgrade and Market Trend Industry Forum”, a series of activities in the UCP University Town Creative Park gathering area of ​​the 17th Cultural Expo, was successfully held in Shenzhen University Town Creative Park. This forum invites investment institutions, cultural & technology company leaders, senior media people, MCN institutions, etc. to jointly discuss the opportunities for people in the new consumption era, help new consumer companies to find out the industry form, empower brands to break through growth bottlenecks, and innovate the next Brand increment, attracting hundreds of online and offline audiences to participate.
At the forum, Xu Jiawei, founder of Ruifeng Capital, gave a keynote speech on “Looking at Capital Rules from China’s 100 Billion Market Value Catering and New Consumption Track”. From the perspective of capital, Bilibili, Disney, Li Ning, Yuanqi Forest, Jiangxiaobai, Bubble Mart, Thirteen Guangnian and other listed brands in various categories in the market are examples of hundreds of billions of dollars, sort out the logic of capital investment at different stages, and share the brand characteristics of the current era of new consumption; Ren Tao, director of capital investment, Liu Bin, deputy general manager of Babai Xiucai, and Xia Jinting, foreign cooperation director of Shuisheng Technology, held a roundtable discussion on the theme of “how to build a hot-selling brand that meets the consumption scene of Generation Z”.
Cultural Enterprise Entrepreneurship Representative: Tang Yanhua, Brand Director of Hong Kong Round the Clock Studio & Jingchuang Film Media Co., Ltd. gave a keynote speech on “How Design Thinking Improves Brand Valuation”, looking at problems with design thinking, mining user needs, and helping brand upgrades. At the same time, Director Tang Yanhua had a heated discussion with Richard Li, founder of Space Seeds, Xiao Bingru, co-founder of Sweet Star MCN, and Shen Xilin, column editor and director of Jereco Capital.
The on-site interaction was enthusiastic, and the atmosphere of professional and professional communication was strong. The gathering of elite leaders in the new consumption field to share forward-looking views full of dry goods benefited the audience a lot.
In order to create a strong cultural atmosphere, the Shenzhen University City Creative Park of the Cultural Expo will build the main road into a “Little Hong Kong at the entrance of the park” Hong Kong style street, opening a new window for Shenzhen-Hong Kong exchanges. The project occupies three floors of the park wall, and integrates Hong Kong cuisine, Hong Kong characteristic cultural and creative products and other elements. The decoration style of the block will reproduce the bustling street scene of Hong Kong.
Some scenes will be displayed during the Cultural Expo on September 25, and will be continuously improved in the later stage to create Hong Kong Style Street as a place for trending Internet celebrities to check in, attracting young groups to take pictures and check in, detonating local trending hot topics.
Faced with the strong self-expression willingness of Gen Z consumers, only by resonating with unique value propositions can long-term emotional connections be established, and this is what digital cultural and creative is good at.
In the future, the UCP University City Creative Park Cluster Area will adhere to the concept of “cultural and creative thinking”, empower partners with digital + cultural and creative multi-dimensional, so as to reshape the user value system, strengthen the cultural carrier function of the park, and integrate traditional culture. As a treasure house of creation, it deeply excavates traditional cultural elements and gives new vitality to promote young users to understand and love traditional culture. On the other hand, actively promote cross-border empowerment, especially extensive connection with the cultural tourism industry, help to dig deep into cultural symbols and cultural tourism resources, create a characteristic immersive experience, and build a new ecology of traditional cultural tourism IP.