Guangzhou Huashang College Visits for Academic Exchange: Exploring New Paths in Art and Digital Communication

Following the short-term training exchanges in last year, a delegation of teachers from Guangzhou Huashang College visited City University of Macau again on May 16-17, 2025. This visit deepens the further academic cooperation between these two higher-educational institutions.  

Associate Professor Hou Zhaofeng (侯兆豐), Assistant Dean of the School of Digital Communication at Guangzhou Huashang College, led a delegation of 26 faculty members to City University of Macau, embarking on a short-term exchange focused on "Art and Cultural Heritage." This visit concentrated on cutting-edge topics such as art marketing, communication, and art management in the digital era. The delegation first toured the campus and visited the "SPHERA - Joint Laboratory of Heritage Conservation and Materials Analysis" at the Faculty of Innovation and Design, learning about advanced research in cultural heritage restoration materials, digital protection technologies, traditional craft inheritance, and innovative approaches to cultural heritage protection in the new era.

Topic 1: Art Exhibition and Public Participation

On the afternoon of May 16, Assistant Professor An Shun from the Faculty of Innovation and Design at CityU Macau delivered a lecture titled “Art Exhibition and Public Participation.” The course focused on innovative exhibition and communication forms in museums across the Guangdong-Hong Kong-Macau Greater Bay Area, exploring the role of interdisciplinary knowledge integration in public participation and sustainable cultural development. 

Professor An deeply analyzed case studies of art museums in Macau and mainland China, discussing how museums can break regional limitations and construct sustainable new models of cultural communication by combining digital technology with communication concepts in this technological era.

Topic 2: Art Marketing and Communication

On the morning of May 17, Associate Professor Yu-Jie REN, Director of the Master’s and Doctoral Programs in Art at the Faculty of Innovation and Design, CityU Macau, delivered a special lecture on “Art Marketing and Communication.” Professor Ren discussed how art exhibitions empower urban image through curation and operational mechanisms.The lecture further focused on how art exhibitions in Hong Kong and Macau empower urban cultural images. Macau’s souvenir culture and diverse art activities, through international cooperation and the integration of economy and culture, not only enrich the city’s artistic atmosphere but also reshape its humanistic values, enhancing urban competitiveness and influence. 

This academic exchange training program effectively promoted in-depth communication between City University of Macau and Guangzhou Huashang College in the field of art communication, building a platform that combines academia and practice. Through specialized lectures and case analyses, faculty from both institutions deeply explored innovative pathways for art marketing and city image empowerment, broadening teaching and research perspectives.