The Cultural and Creative Design program addresses the demands of cultural industry upgrading and the digital creative economy. It focuses on the deep integration of cultural creativity and design innovation, cultivating interdisciplinary design leaders with cultural insight, systemic design thinking, and industrial transformation capabilities. Grounded in the philosophy of "integrating science and art, mastering both artistic practice and theoretical inquiry," the program synthesizes cultural studies, brand strategy, immersive experience, and digital intelligence technologies. Teaching and research revolve around cutting-edge domains including smart cultural tourism, brand innovation, and urban-rural development. Leveraging the Design Intelligence Award (DIA) and industry-education integration bases, the program has established a complete chain from cultural value discovery to design translation and industrial application. Graduates pursue careers in design innovation and management across cultural industries, cultural-tourism integration, brand planning, and urban-rural renewal, with a significant number in leading enterprises such as Alibaba and Tencent.
2. Curriculum
Curriculum Structure
The curriculum is structured around a tiered framework of "knowledge-based + technology-based + project-based" framework, forming an integrated training pathway. The first year centers on disciplinary foundations, emphasizing the establishment of interdisciplinary perspectives and design thinking training through required courses such as Systemic Innovation Design and Digital Technologies and Applications. In the second year, students enter specialized courses. Leveraging the DIA and industry-education integration bases, the program implements project-based, practice-oriented teaching. Centered on smart culture and tourism, brand innovation, and urban-rural development, core required courses including Scenario System Design and Brand Design and Cultural Creative Communication transform enterprise needs and national research topics into thematic design projects, advancing "learning by doing, creating through research." Electives feature distinctive modules such as the Design Thinking joint course, expanding international perspectives and interdisciplinary capabilities. The third year strictly follows the Academy’s graduation requirements, adhering to the principle of "creation first, using creative practice to guide theoretical inquiry." Students first complete and exhibit their graduation creative projects, while simultaneously advancing thesis proposal, writing, and defense, ultimately passing dual assessment through the graduation exhibition and thesis defense.
