Organized by the Cultural Division of the Taipei Economic and Cultural Office in Malaysia, the fourth edition of the annual "Tea Philo" program — a series of sharing sessions revolving around the discussion of philosophies and the humanities through salon talks — kicked off on May 16. Moreover, the session was conducted online for the very first time to comply with pandemic prevention guidelines.
Kathy Hong (洪凱西), who chairs the Performing Arts Network Development Association (PANDA, 表演藝術網絡發展協會) of Taiwan, was invited to share her experience in arts marketing at the "Bringing Social Change with Arts" e-talk and the "How to Promote Your Art?" e-workshop. The talk and workshop was moderated by Tan E-jan (陳魚簡), CEO of the INXO Arts & Culture Foundation that carries out the "Tea Philo" talks. The events attracted the online attendance of more than 100 people from Malaysia, Germany, Spain, and other countries from around the world.
During the e-talk on May 16, Hong shared her perspective on the core value of art, especially on how artists view their relevance to society. Hong remarked that she believes art is an essential element in society as it plays an important role in social progress and development. Pointing out how art has the ability to change one's point of view and alter related associations, she called the artist "a forward-looking force" who can make subtle changes through creations.
Hong also discussed with audiences on the value of performing arts and the importance of collaboration. A marketing strategy should only be formulated after the value of the work is defined, which is essential for synchronizing one's message and effectively conveying the artwork, she stressed.
Stating the importance of art education for younger generations, Hong shared her previous experiences and projects as well, including serving as marketing communications director for the National Kaohsiung Center for the Arts (Weiwuying). Arts education strengthens creativity, trains critical thinking, and enhances problem-solving skills, producing talented young adults who recognize the value of arts on their way towards becoming key opinion leaders who drive future generations.
The talk inspired a warm discussion during the Q&A session, with participants responding enthusiastically. An arts writer brought up issues on how the arts could reach the mass public and not be seen as a financial drain, while another participant raised questions on how to let society understand the necessity of the cultural sector. Hong emphasized the importance of taking small steps, because branding and marketing for the arts is a long journey. She concluded the talk by encouraging everyone to dream big and understand that they can make a difference.
On May 17, the "How to Promote Your Art?" e-workshop was held, inviting local artists and arts organizations to share their marketing plans, strategies, and approaches used in promoting their works. Four Malaysian artists from the fields of magazine publishing, installation arts, and theater presented their marketing ideas and their struggles, while Hong provided feedback and guidance to offer new perspectives. The interactions among Hong and the participants sparked a warm conversation during the workshop. Hong concluded the session by encouraging everyone to go beyond expectations.
Previous "Tea Philo" sessions over the years are also available on YouTube: click here for the 2019, 2018, and 2017 series.