Han Ximin 1824295095@qq.com THE 20th edition of the China (Shenzhen) International Cultural Industries Fair (ICIF) will be held from May 23 to 27 at the Shenzhen World Exhibition and Convention Center in Bao’an District. This year’s fair will use AI, AR, and other multimedia technologies to highlight new business patterns, applications, and models of digital transformation, media integration, the metaverse, and cultural and technological innovation. Top digital cultural enterprises such as Tencent and Douyin have been invited to participate. Digital services have been used for ICIF processes such as registering exhibitors and buyers, facilitating exhibition reservations and site tours within the exhibition halls, hosting virtual shows and enabling online transactions, according to a news conference organized by the Information Office of the Shenzhen Municipal People’s Government on Tuesday. As a VR service provider that has served the fair for seven years, Shenzhen Huayi Zhushan Technology Co. Ltd. is gearing up for this year’s fair. Over the years, the company has expanded its business scope and unveiled new technologies through its involvement in the ICIF, progressing from the initial application of VR technologies at the fair to servicing major exhibitions like the China Hi-Tech Fair and esteemed clients such as Huawei and the China General Nuclear Power Group. The ICIF conducted its first virtual fair in 2020, marking the inception of its virtual hall services. Through the use of VR technologies and panoramic imaging techniques, virtual visitors were able to explore digital halls and the cultural achievements of 30 countries and regions in the virtual Belt and Road International Hall. Now the fair has introduced VR+ services that allow exhibitors to effortlessly locate their virtual booths and seamlessly link them to their corporate WeChat accounts. This year’s fair will introduce a novel approach that blends exhibitions, live-streaming, and e-commerce. Teams from Taobao, Douyin, and JD.com will live-stream in the exhibition halls and provide transactional support to exhibitors. Fu Pengfei, general manager of Shenzhen Huayi Zhushan Technology Co. Ltd., underscored the critical importance of fully exploring and showcasing the cultural value of exhibits for facilitating successful transactions. “In this process, the integration of ‘culture + technology’ and the adoption of new digital technologies can enhance communication efficiency, depth, and convenience,” he said. ICIF Review SINCE its inception in 2004, the ICIF has witnessed remarkable growth in its scale and international reach, with the number of exhibitors surging from 700 to over 6,000 and the exhibition area expanding from an initial 40,000 sqm to a sprawling 160,000 sqm. Furthermore, its global appeal is evident from the participation of a diverse array of countries and regions, which has expanded from just over 10 to a remarkable 108. This growth underscores the exhibition’s evolution into a truly global platform for trade and cultural exchange. The fair’s two-decade-long history is marked by numerous pioneering achievements and milestones. ? In 2004, the fair was selected as one of China’s top 10 cultural events that year. ? In 2005, the fair held its first overseas promotion in Nuremberg, Germany. ? In 2006, the fair became the first of its kind in China to receive certification from the UFI (Union of International Fairs), and Macao attended the fair for the first time. ? In 2008, the International Cultural Pavilion was inaugurated, and Hong Kong made its debut at the fair. ? In 2009, Taiwan participated for the first time. ? In 2010, the total amount of transactions exceeded 100 billion yuan (US$13.9 billion). ? In 2011, the Intangible Cultural Heritage Pavilion made its first appearance. ? In 2013, the number of exhibitors exceeded 2,000 for the first time. ? In 2014, the total amount of transactions reached 200 billion yuan. ? In 2015, the Belt and Road International Pavilion was established. ? In 2017, the number of overseas buyers exceeded 20,000 for the first time. ? In 2019, the GBA Cultural Industry Hall was established. ? In 2020, the first online ICIF was held. ? In 2021, the fair was held both in-person and online for the first time. ? In 2023, the first Forum on Building up China’s Cultural Strength was held to coincide with the ICIF. A record number of 6,000 exhibitors attended the ICIF online. (Han Ximin) | 