A child touches the digital cultural relics at the 20th ICIF. (PHOTO: XINHUA)

By LONG Yun & YU Haoyuan

For those who thought cultural industry expos are all about traditional performances and crafts, the 20th China (Shenzhen) International Cultural Industries Fair (ICIF) was an eye-opener.

When tradition is digitalized

The five-day ICIF, which opened in Shenzhen, Guangdong province in south China, on May 23, offered not only a mix of classical and modern creative products but also an integration of traditional culture with modern technology.

For example, a visitor stood before a large screen and asked for an itinerary for a three-day trip to Xi'an in northwest China. In answer, a digital virtual figure materialized on the screen and replied — in the form of a traditional poem. Combining real-world travel and cultural knowledge, the digital figure was a multifunctional intelligent guide capable of providing advice, planning trips, and writing travelogues and poems.

XVERSE Technology company had created the virtual guide. An XVERSE employee said they used AI to make the figure more intelligent and interactive. "Such products not only inherit traditional culture but also create new experiences in digital cultural tourism," the employee said.

In the Henan Pavilion, visitors witnessed the evolution of the oracle bone script, characters found carved on animal bones and turtle shells during the Shang Dynasty more than 3,000 years ago. On the interactive screen, they sought to decipher the characters of the script, while a digital representation of Fu Hao, China's "warrior queen" during the Shang Dynasty, answered their questions.

"Science and technology bring culture to life, offering opportunities to observe, learn, and play," said a visitor. "Through these technologies, I can interact with Fu Hao!"

In the Anhui Pavilion, a 3D fantasy space had been created using a combination of magic cube LED display screens, floor screens and wall screens. Visitors "traveled through time" as they walked into the space, and found themselves in the Lingjiatan culture, a Neolithic culture over 3,000 years ago, thanks to a naked-eye 3D immersive experience.

Exchange of cultures

This year, the international component of the ICIF was the biggest yet. The number of participating countries and regions increased from 50 to 60 while the international exhibition area expanded to 20,000 square meters, and the number of overseas audiences increased to 30,000.

Culture, benefiting through the digitization progress, was well disseminated during the ICIF. Chinese companies showcased electronic literature, Internet drama and online games, which have been a global hit.

China Literature, one of the most famous Chinese electronic literature companies, is an example of this global acceptance. Its overseas online novel reading portal Web Novel has exceeded all expectations by racking up 230 million monthly views. The first 16 Chinese online literature works to be collected in the British Library are also from this company.

"The new generation of cultural industry clusters, combining digital touchpoint interactions, social media engagement, and the support of digital and AI technologies, will achieve a productivity shift from the industrial age to the digital age," said Hou Xiaonan, CEO of China Literature. The company's latest drama Joy of Life II now can be viewed in many countries and regions, and it has become Disney's most popular drama from the Chinese mainland.

Turning the virtual into reality was another feature of the ICIF. In the Beijing exhibition area, cultural communication was empowered by XR technologies. XR or extended reality has transformed the abandoned hundred-year-old Shougang Park blast furnaces in Beijing, into a metaverse park. Visitors can now enjoy virtual reality museums, immersive technology shows, and VR e-sports in the space.

The staff in the exhibition area explained that combining traditional industry and technology can bring a new sense of contrast to promote cultural communication, and the culture industry's new tech-empowered development model is an inevitable trend in the evolution of the cultural industry.

The 20th ICIF also set up an international exhibition area, with organizations from Russia, the UK, Japan, Spain, and Germany participating. A total of 302 overseas exhibitors attended both online and offline, making it a premier event for global culture enthusiasts.

Mayor of Edinburgh Robert Aldridge took the time to be at the ICIF in Shenzhen, and said that 10 companies from his city attended the show to look for more cooperation opportunities. He said that they found good opportunities for cooperation in innovation, technology, culture and creative arts at the ICIF.