Innovative technology pays tribute to traditional culture, "Hello BOE" goes to Paris to empower the "Chinese Intangible Cultural Heritage and Contemporary Design Exhibition"

On July 6, French time, the "New Life - Chinese Intangible Cultural Heritage and Contemporary Design Exhibition" was officially launched at the French Museum of Decorative Arts in the west wing of the Louvre, a landmark in Paris, France. As a project of the China-France Cultural Tourism Year, the exhibition was co-curated by Yang Lan, a senior media person and chairman of Sun Media Group, and Sudan, deputy director of the China National Museum of Arts and Crafts. As the display technology partner of the exhibition, BOE (BOE) brought an immersive and interactive traditional cultural image art-level visual feast to Chinese and foreign audiences through a series of top display technology products such as painting screens, Wanjing screens, and large-size 8K ultra-high-definition displays. In the early stage of the top sports event in the summer of 2024, it presented to the world the fusion beauty of China's thousand-year-old splendid culture and the most avant-garde contemporary art design. It is particularly worth mentioning that this is also a new attempt for BOE (BOE)'s annual benchmark brand marketing event "Hello, BOE" to debut overseas for the first time. At the same time, at this historic moment of the 60th anniversary of the establishment of diplomatic relations between China and France, the successful implementation of this event has also become another model benchmark for BOE to empower traditional culture with innovative technology, successfully opening an innovative paradigm and a new chapter for Chinese technology companies to go global. The exhibition will be recorded in the form of a documentary and will be broadcast on the 8K ultra-high-definition channel of Beijing Radio and Television and related integrated media platforms, allowing thousands of viewers to feel the new vitality of Chinese traditional culture.

Talking about this exhibition, Dr. Gao Wenbao, President of BOE, said that technological innovation has become a powerful driving force for Chinese products, enterprises, creations and culture to go global. The cross-border integration of innovative technology products such as new display technology and digital technology with culture and art is giving traditional culture a new vitality, bringing huge opportunities to China's cultural industry and Chinese technology companies. Chinese companies should go global, actively expand overseas markets, embrace the opportunities of the times, and create value with technological products. As a leading company in the industry, BOE has always adhered to the market-oriented, internationalized and professional development path, and will uphold the technological innovation concept of "Powered by BOE" to promote the deep integration and development of display technology, digital technology, Internet of Things technology and cultural and art industries, so that technology can inject strong impetus into culture.

The “New Life - Chinese Intangible Cultural Heritage and Contemporary Design Exhibition” uses the traditional Chinese philosophy of the Five Elements to creatively create five theme spaces of gold, wood, water, fire and earth. Through BOE's cutting-edge display technology and interactive exhibition format, the audience can fully experience the aesthetic conception of Eastern culture.

"Hello BOE" goes to Paris to empower the "Chinese Intangible Cultural Heritage and Contemporary Design Exhibition"

Entering the exhibition area, the first thing that catches your eye is the meticulous and shocking visual images of traditional Chinese puppetry, Jincang embroidery, woodblock New Year paintings, wood carvings and modern design craftsmanship presented on BOE's 75-inch 8K ultra-high-definition large screen. The stunning display effect brought by BOE's unique high-end LCD display technology solution ADS Pro fully demonstrates the perfect blend and harmonious resonance of tradition and modernity. Coming to the main exhibition area and entering the "gold" space, on BOE's 105-inch ultra-large screen, the traditional process of Chinese metal craftsmanship from casting to forging, from engraving to inlaying, from filigree to enamel is vividly presented on the screen, fully displaying the exquisite skills of Chinese craftsmen and the beauty of Chinese metal craftsmanship. In the "wood" space, through the unique paper-like eye-protection display technology of BOE's screen, the mortise and tenon structure of the wooden exhibits is fully disassembled and presented in the form of 3D rendering, and the structural details of the exhibits are restored in three-dimensional and real ways, allowing the audience to fully experience the artistic beauty of traditional woodwork. In the "Water" space, traditional Chinese winemaking and tea-making techniques are digitally transferred between multiple 32-inch and 55-inch screens in the form of text and images, artistically displaying the exquisiteness of China's long-standing intangible cultural heritage. In the "Fire" space, BOE's 105-inch Wanjing screen supports multi-touch technology, allowing multiple audiences to simultaneously learn about the Chinese ceramics knowledge they are interested in, and fully displays the delicate materials of porcelain and the poetic journey of the forming process such as embryo pulling and shaping. In the "Earth" space, the original ecology of the artwork is restored through the blessing of BOE's screen lossless gamma technology, allowing the audience to feel the delicate needlework and the bright and lively rich colors and composition of Chinese weaving and embroidery techniques. Of course, in addition to China's intangible cultural heritage, contemporary design art is also an important part of this exhibition. Many contemporary design works on site are perfectly presented through BOE's visually impactful ultra-large-size LED screen, bringing a shocking visual experience to Chinese and foreign audiences.

8K ultra-high-definition large screen equipped with BOE's high-end LCD display technology solution ADS Pro

At the opening ceremony of the exhibition, Yang Lan said, "The cultural and artistic exchanges between China and France have a long history. 2024 marks the 60th anniversary of the establishment of diplomatic relations between China and France and the Year of Cultural Tourism. In Paris, which enjoys the reputation of the capital of art, we launched the 'New Creation of All Things - Chinese Intangible Cultural Heritage and Contemporary Design Exhibition', hoping to present the works of Chinese intangible cultural heritage masters and contemporary designers to the world, and also inject new vitality into cultural diversity and cross-cultural exchanges. Special thanks to BOE (BOE Technology Group) for its display technology support, which also allows everyone to see the power of Chinese technology."

Yang Lan delivered a speech at the opening ceremony of "New Creation of All Things - Chinese Intangible Cultural Heritage and Contemporary Design Exhibition"

During the event, BOE's strategic partner JD.com also came to the event to strongly support the event. Based on the "Double Jing Empowerment Plan", BOE and JD.com also had an in-depth discussion on the direction of further deepening cooperation between the two parties. Both parties agreed that in an era where displays are ubiquitous, digital products enabled by innovative display technologies will greatly change people's lives. The strong combination and in-depth cooperation between BOE and JD.com will jointly promote top display technologies including high-end LCD display technology ADS Pro, flexible OLED, MLED, etc., which will not only be used in the home consumer electronics market, but also can be accelerated to be used in more innovative scenarios including culture and art. In addition, the two parties also jointly discussed cooperation in joint marketing, brand expansion, full-link and full-channel ecosystem building, sustainable development (ESG), and other aspects.

In recent years, the pace of Chinese culture and Chinese enterprises "going global" has been accelerating, and technological innovation has brought strong momentum to cultural renewal. As a global display leader and a leading IoT innovation company, BOE (BOE Technology Group) insists on empowering traditional culture with innovative technology, and continues to work with well-known cultural and art institutions such as the Palace Museum, Dunhuang Academy of Fine Arts, and OUTPUT to carry out a series of joint exhibitions at home and abroad, allowing Chinese traditional culture to be presented to the world in a more vivid and lively form.

The meticulous craftsmanship contained in the long-term historical development and evolution of Chinese intangible cultural heritage traditional skills is highly consistent with the unremitting pursuit and perseverance of BOE in the field of technological innovation. This is one of the important reasons why BOE cooperated with the China Intangible Cultural Heritage and Contemporary Design Exhibition. This exhibition is not only a new attempt and benchmark for the cross-border integration of innovative technology and culture and art, but also an important measure for BOE to achieve brand expansion overseas through the "Hello BOE" platform. In the future, BOE will continue to adhere to the "Screen Internet of Things" development strategy, uphold the "Powered by BOE" ecological concept, and present the beauty of China to the world with cutting-edge technology.