The fusion of art and technology has become a global trend in the development of the creative industry. Art technology evokes a lot of popular topics, such as interactive art installations, immersive experiences, the metaverse, NFTs, AR, and VR. However, these new keywords are not just abstract concepts, but new driving forces that attract audience attention, breathe new life into art, and even bring limitless business opportunities and economic benefits.

The focus of this interview is a young entrepreneur, Mr. Lam Hon Yuen Samuel, the Chairman of X Social Group. His marketing company has created classic cases in Hong Kong's art technology field, including the Hong Kong Arts Festival's Metaverse Art Theater, facilitating the Art Event of the Austrian Belvedere Museum in Hong Kong, transforming the Western masterpiece Picasso into an art luxury product in collaboration with the Chinese national brand Maotai, and planning multiple drone light shows on the Victoria Harbour. Samuel is also a favored interviewee of media, dedicated to promoting the development of Hong Kong's art technology industry.

Embracing the Opportunities in the Era of Digital Transformation

Samuel graduated from the Department of Human Resources Management at Hong Kong Baptist University. Even during his studies, he already deeply felt that opportunities need to be proactively pursued. He had internship experiences in the US and Turkey, which he is grateful for, as HKBU provided the resources and opportunities to cultivate his international vision and learn to respect cultural differences, thus laying the foundation for his entrepreneurship. In 2012, he founded X Social Group, where "X" represents cross-border & social media marketing connecting Hong Kong and mainland China, focusing on helping Hong Kong brands enter the mainland market.

Samuel acknowledges that he has benefited from the tailwind of the mobile internet era. Over the past 12 years of entrepreneurship, his company has won more than 50 marketing awards in the Asia-Pacific region, becoming one of the leading enterprises in the industry.

The pandemic has disrupted traditional business models, and the rapid development of technology has given rise to numerous new technologies like 5G, artificial intelligence, virtual reality, and the metaverse, creating opportunities in the Web3 era. Samuel's company has also undergone digital transformation. "We need to be ahead of our clients, deeply understanding the business models of international brand clients in the post-pandemic era, and grasping the importance of 'knowing the order of things and specializing in one's own field'." Samuel has strategically retransform the company into specialized subsidiaries, such as those focused on Art & Cultural IP management, online art auction platforms, art and cultural event planning, and Web3 technology. This has attracted over 30 strategic partners to contribute to Hong Kong's art technology industry, earning them the moniker of "the successors".

Art Technology Enhance Hong Kong's Soft Power

Samuel believes that the integration of art and innovative technology has become a new trend in the development of the art and creative industries. "Art technology empowerment" has brought new opportunities to all walks of life in Hong Kong, especially in attracting the new generation of consumer force, the "Generation Z" youth market.

In 2023, Samuel was appointed as the Chief Project Coordinator of the "Metaverse Art Theater" of the 51st Hong Kong Arts Festival. Through 3D virtual scenes, he brought the audience an immersive viewing experience. Samuel believes that the metaverse is a virtual world where technology and the real world intersect and overlap. We pursue a world with a sense of science fiction but not surreal, allowing the audience in the virtual world to have a certain sense of being on site, and even the real feeling of the theater building design is what we value. The Metaverse Arts Theater breaks through geographical limitations, and audiences from all over the world can come to this theater to enjoy the performances. The Metaverse Arts Theater has also been interviewed and reported by many mainstream media. "The most surprising thing is that we got the Chief Executive of Hong Kong to personally host the opening ceremony and commend us. He hopes that we will do even better next year, and we are honored to take on this heavy responsibility!"

Samuel also shared another successful case, that REIGN was recently selected by the Belvedere Museum Vienna as a strategic partner in Greater China to organize immersive exhibitions and art retail. During the recent White Valentine's Day, REIGN launched a series of exclusive products inspired by the masterpiece "The Kiss" by the Austrian national treasure artist Gustav Klimt, bringing a new artistic and cultural experience to local consumers and international tourists.

As a Hong Kong Chinese, Samuel also hopes to use the influence of the West and the advanced Web3.0 technology to promote Chinese national brands. REIGN has acquired the cooperation and authorization of many art intellectual property rights (IP), and uses the latest NFT technology to combine the famous paintings of Picasso, Van Gogh and Monet with the famous Maotai liquor from Guizhou, forming a Wine Case with NFC chips that can be verified by app. The same technology is also applied to the luxury products represented by REIGN, such as Cuban Cohiba cigars, Russian caviar, and Scotland whisky, to highlight their precious value.

In addition, Samuel’s art technology can also be combined with the catering industry. The Picasso-themed restaurant located in K11 MUSEA is the first successful case in Hong Kong, integrating art into cuisine and successfully attracting international luxury brands such as Cartier to hold Picasso-Maotai wine tasting events.

The unlimited potential of "Arts in Hong Kong"

In 2023, Samuel and his “The Successors” planned several drone light shows (aerial arts) along the Victoria Harbour to support the Hong Kong government's "Night Vibes Hong Kong" initiative. During the National Day and Mid-Autumn Festival periods, a drone performance was held in the Wan Chai waterfront, attracting 250,000 visitors per night. They even invited the St. Paul's Convent School Orchestra to provide live accompaniment, allowing young musicians to gain performance experience and also reviving the catering and retail industries in the night market, as well as extending to other tourism-related industries. Therefore, I believe that large-scale art installations and performances are actually a complete tourism industry ecosystem.

Samuel and his “The Successors” also plan to integrate art technology into sports activities. Samuel serve as Committee of the "Greater Bay Area Voyages Sailing Regatta" organizing committee and was served as the Chairman of the "FIBA 3x3 World Tour Hong Kong Marketing Committee." We have contributed ideas to promote visual art performances and drone shows, such as the Victoria Harbour sailing light parade, in order to establish a tourism event industry ecosystem and enhance Hong Kong's international image.

The Advantages of the Development of Art Technology in Hong Kong's Blend of Chinese and Western Cultures

Art technology is an emerging industry with only a few years of history, and the industry is eagerly seeking talents. In this regard, Samuel has full confidence in the programs at his alma mater, HKBU. "The creative arts programs at my alma mater are not only the first in Hong Kong, but also renowned in Asia. Therefore, we look forward to the birth of the first batch of graduates from the School of Creative Arts."

Samuel also emphasized, "The value of art technology lies in its ability to break through the limitations of traditional arts and unleash boundless possibilities. Moreover, Hong Kong has always been an international metropolis that integrates Chinese and Western cultures, so I believe this industry will have a bright future."

Samuel is deeply attached to his alma mater. In addition to serving as an Alumni Committee of the HKBU Foundation and the Chairman of HKBU GBA Alumni Association, he often takes the time to return to HKBU to give lectures or serve as a mentor and represents Hong Kong at the 2023 Cultural Leadership Summit, sharing the entrepreneurial experience in art technology. He frequently shares with his juniors that, regardless of the industry, one must maintain the flexible and adaptable character of Hong Kong people, not be bound by conventions, and not give up easily. In the technology industry, one must always maintain passion and optimism, and have the courage to face difficulties. When you demonstrate these qualities, like-minded people will see you as a trustworthy partner, and they will be willing to collaborate with you. This is the essence of the "law of attraction" - when we work together to overcome challenges, it becomes easier to achieve success.

Source: Hong Kong Baptist University Foundation