Since July 2024, Zhejiang University's College of Media and International Culture has progressively approved and launched the “Gen Z” International Communication Project, attracting diverse collaborative engagement across academia, industry, and research sectors.
In the coming year, the College aims to promote a specialized research and practice initiative focused on Gen Z digital culture across various regions and countries. This will establish a new platform for cultural exchange geared toward Gen Z in significant areas, including the MENA (Middle East and North Africa) region, Southeast Asia, and Central Asia. All sectors are welcome to join this endeavor.
Project 1: Beyond “Cyber Competition”
A dialogue on e-sports and technological culture among universities
A Chinese gaming and e-sports cultural immersion camp, along with the “Annual Award for Outstanding E-Sports Cultural Exchange”
A global youth e-sports exchange competition
An international academic conference on gaming and e-sports
A high-level academic dialogue on e-sports and the digital economy
A series of documentaries on global gaming and e-sports
A Chinese and international e-sports and gaming culture exhibition
Project 2: Official Launch of the International E-Sports Education R&D Center in Jiashan
The International E-Sports Education Joint R&D Center, a collaboration between Zhejiang University’s Yangtze River Delta Smart Oasis and NetDragon Websoft, aims to embed a human-centered core into e-sports development and create a technology platform that addresses long-term topics and global challenges in the field.
By leveraging Zhejiang University's interdisciplinary advantages, the Center seeks to foster sustainable growth within the e-sports ecosystem and continuously develop top-tier talent through innovations in key technologies. Aligned with a vision of broad collaboration and mutual benefit, the Center is actively recruiting global partners, including research institutions, e-sports organizations, technology collaborators, e-sports manufacturers, and renowned clubs.
Project 3: Z-Cube Lab - Pioneering Cross-disciplinary Innovation in Technological and Humanistic Education
Since its founding in 2020, the Z-Cube Digital Imaging Lab has been committed to cultivating talent with both a humanistic perspective and technological foresight, aligning with the university’s development goals and educational needs.
Currently, through the “Z Talk” lecture series, Z-Cube Lab has engaged in extensive partnerships and exchanges with Tencent Interactive Entertainment, TiMi Studio, Zhejiang Daily, Henan Broadcasting, the China Academy of Art, Hangzhou Daily Group, Xiangyan Technology, and the Pacific Rim University Alliance.
The project emphasizes a Professional + Labor Education training model, building an innovative teaching team with an international data perspective and analytical skills. Research topics span traditional cultural innovation, digital culture dissemination, positive values in e-sports, the metaverse, and AIGC, aiming to accurately portray Gen Z culture and provide a foundation for its global outreach.
Notably, in June 2023, the Z-Cube Lab partnered with the China Foreign Languages Publishing Administration’s Center for Cultural Exchange to establish the AI International Communication Innovation Center. Over the past year, the project has made substantial progress in the integration of AI and international communication, especially in promoting AI+Education for students, with experimentation and discussions on algorithms, AIGC, and related applications in global communication. The project consistently adheres to a model of three “classrooms”: thought-provoking political theory, reflective labor education, and practical professional courses, all aimed at enhancing students’ political awareness, physical fitness, and research competencies.
In the face of today’s complex global political, economic, and cultural landscape, Gen Z worldwide increasingly shares common traits as “digital natives,” yet also exhibits distinct regional and national characteristics.
By leveraging e-sports, gaming, online literature, short videos, micro-dramas, and live streaming as bridges between cultures and youth, this initiative not only deepens the understanding and respect for the digital cultures of Gen Z across different countries and regions but also fosters cross-cultural dialogue and cooperation. This ultimately contributes to the creation of a diverse and inclusive global digital culture ecosystem, strengthened by Chinese insights and contributions.
We extend a sincere invitation to partners from all sectors to join us in witnessing and participating in this celebration of Gen Z digital culture across regions and nations.