Chinese Culture Exhibition: "華衣．武藝"

Overview

Background

The Chinese Culture Exhibition was a collaborative effort to bring traditional Chinese martial arts and costume culture into a vibrant city market space. The exhibition featured three themed zones – Tai Chi, Wing Chun and Nunchaku – each paired with corresponding traditional garments including Tai Chi suits, cheongsams and martial arts casual wear, creating a dialogue between strength and grace in Chinese culture.

As part of the programme, PolyU SPEED students participated in a 3D Mini Qipao Design Workshop, working from 2D sketches through to 3D construction. The workshop resulted in 12 completed 3D miniature cheongsams displayed at Central Market, demonstrating how traditional craftsmanship can be reimagined through contemporary creativity and design technology.

Objectives

• •Increase public awareness and appreciation of traditional Chinese culture among Hong Kong residents, particularly younger generations
• •Showcase integration of heritage craft with modern design approaches
• •Generate positive media coverage across cultural, lifestyle and education outlets
• •Position PolyU SPEED as an institution bridging tradition and innovation

Strategy & Approach

Radiance developed a PR strategy that framed the exhibition not simply as a display of historical artefacts, but as a living conversation between heritage and the present. We positioned the student-led 3D qipao workshop as a compelling story angle that would appeal to education, design and youth-focused media, while the martial arts and costume pairing offered strong visual narratives for lifestyle and cultural outlets.

Our media outreach emphasised the accessibility of the exhibition (free, in a public market space) and its relevance to contemporary Hong Kong identity, making it appealing to general news desks as well as specialist arts and culture editors.

Exhibition Zones

Key Activities

• ✓PR planning and strategy aligned with exhibition programming
• ✓Bilingual press release compilation (Traditional Chinese and English)
• ✓Targeted media pitching for preview coverage and features
• ✓Interview coordination with curators, students and partners
• ✓Media monitoring and reporting throughout exhibition period

Results

The campaign secured strong coverage across leading cultural and mainstream media outlets. The exhibition successfully positioned traditional Chinese culture as accessible and relevant to modern Hong Kong audiences, with particular resonance among education and youth segments. The 3D qipao workshop became a standout story angle, demonstrating how heritage crafts can be reimagined through contemporary technology.