CASE STUDY TENCENT
Client: Tencent
Project:
Traditional culture: Not dinosaur but chameleon
About the project:
Tencent, as one of China's and the world's largest internet services companies, is dedicated to reinvigorating traditional Chinese culture through new technology.
The challenge is how traditional culture properties such as Great Wall, Terracotta Warriors can build relevance with young audience today. When our young audience is bombarded with constant stimulation and quick hits of information, traditional culture is hardly able to compete for their attentions and interests. Through this study, we helped the client to identify what young people want from traditional culture, and the role technology should play to help traditional culture evolve and blend into modern lives regardless of the ups and downs of tech fads.
The insights were delivered through a collaborative workshop session that fed directly into a new direction guides future collaborative projects concerning traditional culture.
Service type:
Trend and culture study
Research method:
Social and cultural audit, Consumer journal, Consumer workshop, Expert interview
