April 13, 2023

The School of Communication (SCOM) held a research seminar on ‘Digital Transformation, Business Model and Corporate Culture Communication cum new book, Metaverse: Digital Mission and Innovative Technology Sharing Session’ at the Lee Ping Yuen Chamber on 6 April 2023. The seminar was moderated by Dr Sobel Chan. Over 80 distinguished professionals from academic and related industries attended the seminar. Ms Ivy Shum, President of Hong Kong Association for VR AR, designed a metaverse conference hall specifically for the seminar, allowing off-site participants to join the seminar through “virtual avatars”. 

Professor Scarlet Tso, Dean of School of Communication, delivered the welcome remarks, highlighting that we are rapidly evolving in the Web 3.0 era, noting that the application of artificial intelligence (AI) is triggering and promoting the emergence of new business models. She emphasised that Web 3.0 is not only a technological revolution, but will also change people’s mindset with a decentralized corporate organisation. She also pointed out that blockchain technology has the potential to disrupt many fields, while Virtual Reality (VR) technology can create immersive and interactive experiences for customers and create new business opportunities in advertising, exhibition halls, museums, movies, and more.

Academic speakers and industry experts also offered valuable insights from multiple perspectives on the topic. An immersive ten-second experience through a ‘customer and product journey’ was demonstrated to illustrate new customer/product interactions. There were further discussions centred around the meeting of ‘META’, with ‘M’ representing ‘ME’ (self-identity), ‘E’ referring to the importance of ‘EXPERIENCE’, ‘T’ highlighting the importance of ‘TRUST’, and ‘A’ discussing ‘AUTHENTICITY’ in the context of digital records of emotions and life. Other topics included the use of virtual studios in Hong Kong films and the core principles of Web 3.0, including decentralisation and interdisciplinary community building. The seminar included in-depth discussions on the potential of Web 3.0 to promote “Edutainment” and convey messages through various media platforms.

Other distinguished speakers in the seminar included Ms Amy Wong, Co-Founder of 212 Studio; Professor Erwin Huang, Associate Professor and Senior Advisor of Entrepreneurship of The Hong Kong University of Science and Technology; Mr Tony Leung Hung-wah, Chairperson of LIFE Association Ltd, and Dr Colin Lee, Organizer of Ethereum South and Southeast Asia and Founder of the Blockchain Industry Analyst Association.  At the end of the seminar, Dr Colin Lee presented his latest book, Metaverse: Digitalized Mission and Innovative Technology, to other guest speakers and teachers from SCOM as a souvenir. The book, edited by Dr Sobel Chan, is an insightful guide to understanding metaverse technologies, its applications, and how it can be utilised in innovative ways.