[Research Contribution] The ArtTech Revolution in Entertainment and Cultural Heritage

14 May, 2025

Keywords: sustainable development, art and technology, digital heritage, innovation

As part of the academic knowledge-sharing series under the ArtTech Fusion event organized by the University of Economics Ho Chi Minh City (UEH), the special session “ArtTech Revolution in the Entertainment and Cultural Heritage” gathered leading experts and numerous students passionate about art and technology. The discussion offered groundbreaking perspectives on how art and technology can jointly promote the preservation of cultural heritage while creating unique entertainment experiences.

The session was chaired by Dr. Yi Dong Su, Vice Dean of the Faculty of Media Design, UEH. The keynote speakers included Dr. Chen Zhong, Dr. Wang Qi from Xi’an Academy of Fine Arts, and Ms. Dao Phuong Thuy from ATIM Consulting. These experts shared pioneering initiatives and research on integrating technology with art to develop a rich and sustainable cultural landscape.

Opening the session, Dr. Yi Dong Su presented on “The Impact of ArtTech on the Entertainment Industry: The Case of Korea.” He discussed how ArtTech has significantly influenced South Korea’s entertainment industry, driving substantial changes and expanding development opportunities for contemporary art forms.

With the integration of Virtual Reality (VR), Augmented Reality (AR), and Artificial Intelligence (AI), ArtTech not only supports artists, filmmakers, and entertainment companies in Korea in creating innovative content but also enhances user experiences. Dr. Yi highlighted specific examples from the music and film industries, where ArtTech enabled highly interactive online performances that attracted millions of global fans.

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Image 1. Dr. Dong Su Yi from UEH opening the session

Cultural Services and Experience Design

In the session, Dr. Chen Zhong from Xi’an Academy of Fine Arts provided insightful perspectives on “Cultural Services and Experience Design,” emphasizing the dynamic intersection between cultural needs and digital technology. He pointed out that in today’s digital era, designing cultural services goes beyond delivering information or products—it must create profound and engaging experiences where technology becomes an integral part of reviving and evolving cultural values.

Dr. Chen Zhong introduced the core concept of “Cultural Needs x Time Dilemma x Digital Empowerment.” He explained that cultural needs continuously evolve over time and context, ranging from basic information-seeking to complex demands for interaction and cultural value recreation in digital environments. One of the biggest challenges designers face is the “Time Dilemma”—balancing current user needs without compromising the enduring values of culture.

He presented his design model, the “Hourglass Double Diamond Model,” a methodical approach with two main phases: problem identification and cultural storytelling revival through digital art. This model breaks down the design process into exploration and refinement stages, enabling designers to not only create products but also reinterpret and develop cultural values in modern contexts.

To build effective design prototypes that fully meet user needs, Dr. Chen outlined three key methods in digital cultural experience design: Symbol Exploration, Scenario Aggregation, and Language Clustering. Each method plays a vital role in evoking emotions and stimulating the imagination of participants.

Image 2. Dr. Chen Zhong from Xi’an Academy of Fine Arts presenting concepts on Cultural Services and Experience Design

Service and Experience Design from the Perspective of Art and Technology

Following Dr. Chen’s presentation, Dr. Wang Qi from Xi’an Academy of Fine Arts discussed his research and theories on “Service and Experience Design from the Perspective of Art and Technology.” He elaborated on the fusion of artistic and technological elements, not only to meet cultural and entertainment demands but also to create distinctive services and experiences that cater to the diverse needs of modern communities.

Dr. Wang Qi highlighted the key principles of “Transformation x Integration x Drive” as the core factors in designing cultural digital services. These factors are interconnected, guiding the design and implementation process to ensure cohesive and impactful cultural experiences.

He also detailed his design process, termed “Receive x Iteration,” which helps designers understand participant needs and set long-term visions for digital cultural products and services. Each stage of this process—from information gathering to user research, to refining and iterating designs—plays a crucial role in achieving optimal outcomes.

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Image 3. Dr. Wang Qi from Xi’an Academy of Fine Arts presenting research on Service and Experience Design in the context of Art and Technology

Promoting Cultural Preservation through Digital Collaboration

Ms. Dao Phuong Thuy from ATIM Consulting presented strategies for preserving cultural heritage through digital collaboration. She emphasized the importance of digitizing cultural heritage to create sustainable digital art products. Ms. Thuy suggested that partnerships with institutions like UEH’s School of Technology and Design could significantly advance the preservation of Vietnamese cultural heritage both domestically and internationally.

A key highlight of her presentation was the introduction of the DJC Heritage Bank platform—an O2O (online-to-offline) platform dedicated to digitizing cultural heritage, thereby preserving and promoting Vietnamese cultural values sustainably. This platform serves not only as a conservation channel but also as a means to promote national, family, and individual brands, ensuring cultural heritage is passed on to future generations.

Ms. Thuy also discussed a current project where AI is used to analyze traditional Vietnamese patterns and integrate them into modern fashion products. This approach allows cultural heritage to blend into contemporary life, appealing to younger generations’ aesthetics while preserving traditional values.

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Image 4. Students engaging in discussion with the speakers

The session highlighted that the integration of art and technology is not merely a transmission medium but a core factor in preserving and promoting culture in the digital age. The speakers provided concrete examples and practical projects, demonstrating how technology can be a powerful tool for cultural preservation when applied humanely and creatively. With the insights and inspiration from this session, students and participants are encouraged not just to learn but to actively engage in creative projects that contribute to sustainable cultural development. Cultural values will continue to be preserved and propagated when younger generations recognize their role in safeguarding and promoting heritage through technological and artistic initiatives.

Image 5. Moderators, speakers, and students posing for a commemorative photo

As part of the growing ArtTech field, the annual international ArtTech Fusion (ATF) series is hosted by the ArtTech Hub (ATH), in collaboration with UEH School of Technology and Design (CTD), University of Economics Ho Chi Minh City (UEH), and various domestic and international partners, with different themes each year.

In 2024, the ArtTech Fusion series was organized under the theme “New ArtTech for Future Generations,” aiming to ignite and promote creative thinking and innovative actions of future generations, contributing to building a sustainable society.
Over three days (October 22–24, 2024), ATF24 featured more than 30 academic and practical activities, including 5 keynote speeches, 10 special sessions, 5 parallel research presentation sessions, 5 workshops, 1 academic book chapter publication, 9 exhibitions, 1 heritage connection trip, and 1 tangible performance.

In 2025, the fourth ArtTech Fusion (ATF25) will be held with the theme “Co-Creation for a Wondrous Future,” scheduled for September 24–26, 2025. This will be an opportunity to explore, experience, connect, and create within the wondrous world of art and new technologies towards a sustainable future.

For updates on ATF25, please visit:
Website: https://ath.ueh.edu.vn/
Fanpage: https://www.facebook.com/ueh.arttechhub.

Author: MSc. Hoang Thi Ai Nhan – Faculty of Media Design, University of Economics Ho Chi Minh City

This article is part of the UEH Research Contribution For All series. UEH warmly invites readers to follow the next editions of UEH Research Insights.

Content & images: Author, UEH Communications and Partnership Development Department