TARCians’ Cultural Odyssey: Exploring Creative Industries and Technology for Heritage Preservation

In commemoration of the 50th anniversary of diplomatic relations between Malaysia and China, and in alignment with China's Belt and Road Initiative, Tunku Abdul Rahman University of Management and Technology (TAR UMT) initiated a noteworthy research and study exchange with Guangdong University of Finance and Economics (GDUFE) in Guangzhou, China. The study trip from 12 to 21 June 2024 involved three lecturers and 47 students pursuing Multimedia Design, Graphic Design, Broadcast Communication, Media Studies in Communication, and Public Relations.

The programme for the 10-day adventure was nothing short of fascinating and educational. This included a forum on peasant painting innovation development, exhibition on painting and creative design, seminar on traditional culture and design communication, academic research roundtable discussion, visit and exchange session with Guangdong Advertising Co. as well as other interesting academic and cultural programmes.  

TAR UMT lecturer, Ms Jacqueline Sim Fei Chin presented a keynote address on the ‘Vibrant Tapestry of Rural Art: A Demonstration of Community and Tradition in Southeast Asia,’ at the peasant painting and innovation forum. She emphasised the significance of arts and cultural exchange among different countries, with the focus on showcasing the beauty and authenticity of local cultural heritage to the global audience and leveraging digital technology for heritage preservation.

In addition, Mr Wang Shao Bin, Dean of the School of Arts and Design at GDUFE also expressed that innovation and development in design depended heavily on an international perspective and cross-cultural exchange. Therefore, the school has been actively engaging in intercollegiate cooperation and international exchanges. By establishing partnerships with renowned universities and research institutions worldwide, the school aims to draw on advanced teaching concepts and research achievements to jointly promote the development of arts and design disciplines.

Meanwhile, at the seminar on traditional culture and design communication, another TAR UMT lecturer, Mr Yong Fen Yu presented on ‘Creative Sparks: Crafting Your Final Year Creative Multimedia Project Topic,’ inspiring TAR UMT and GDUFE students and young researchers with effective strategies for selecting final year topics. Ms Yeow Lai Chee, another TAR UMT lecturer shared about ‘Tanah Ku Ungkapan Ku, My Land My Expression’, highlighting the unique arts, culture, and heritage of Malaysia's Indigenous people to deepen the students' understanding and interest in Malaysian Indigenous arts and culture. It is also worth mentioning that the guest speaker, Professor Lv Shao Fan from the Sculpture and Public Art School of Guangzhou Academy of Fine Arts, renowned for his sculpture work across Guangzhou and China, shared insights into the creativity and concepts behind his design for the North Gate of GDUFE.

In terms of students’ exposure, TAR UMT students gained valuable knowledge and experiences through a series of academic and cultural programmes organised by the School of Art and Design at GDUFE. This included the opportunity to learn the techniques and aesthetics of Chinese calligraphy from Dr Xu Bao Min, and explored ceramic painting at the exhibition hall of Guangdong Pito Technology Co., LTD., guided by Professor Xiong Qing Zhen, a renowned local ceramic artist.

On top of attending seminars and discussions, TAR UMT students were also able to compete in a Farmer Painting and Creative Design Competition, securing the second, third and two consolation prizes.

Additionally, the students participated in meaningful visits, including exploring creative industry product designs at the museum of Guangdong University of Technology. They also attended an exchange session at the leading advertising company- Guangdong Advertising Co. Ltd, where they learned about the latest trends in advertising firms and education in China and Malaysia.

To expose the group from TAR UMT on the distinctive Lingnan cultural customs, GDFUE also arranged visits to Yongqing Fang and the Cantonese Opera Art Museum. These visits aimed to deepen their understanding of the historical development and unique artistic charm of Cantonese opera. Additionally, the study group visited the Bai’etan Greater Bay Area Art Center, where they explored the Guangdong Intangible Cultural Heritage Museum, Guangdong Literature Museum, and Guangdong Art Museum, further enhancing their appreciation of outstanding Chinese traditional culture.