AIRH Visits Super T.I to Promote Localisation Cooperation in Immersive Entertainment
On 19 April, Ms Huang Jie, Executive Vice President of the Asia Innovation Research Hub (AIRH), visited Super T.I together with Mr Sakrani bin Shamsuddin, President of Persatuan Teater Malaysia, for an exchange session and site visit. The visit provided an opportunity to gain a deeper understanding of Super T.I’s immersive entertainment project and to explore its prospects for localisation in Malaysia.
AIRH and Persatuan Teater Malaysia visited Super T.I for an exchange session and site visit. Third from the left is Ms Huang Jie, Executive Vice President of AIRH, and third from the right is Mr Sakrani bin Shamsuddin, President of Persatuan Teater Malaysia.
During the visit, both sides were briefed on Super T.I’s practical experience in immersive entertainment project development, including content planning, technical presentation, interactive design, and venue operations. They also held in-depth discussions on the application potential of immersive experiences in cultural communication, artistic expression, and public engagement. As a new model at the intersection of culture and technology, immersive entertainment has shown strong potential in enhancing audience experience, strengthening audience engagement, and expanding the boundaries of the creative industry.
A Super T.I staff member briefs Mr Sakrani bin Shamsuddin, President of Persatuan Teater Malaysia, on the immersive entertainment experience project.
Ms Huang Jie noted that immersive entertainment represents an important direction for innovation in cultural content and cross-sector integration. She said that China and Malaysia already share a strong foundation in cultural exchange, people-to-people engagement, and creative industry development, and that there is significant room to further explore content formats that are more locally relevant, participatory, and engaging through the integration of digital technology, interactive storytelling, and local cultural resources. She added that AIRH will continue to serve as a bridge for China-Malaysia exchange and cooperation, actively facilitating resource matching and platform collaboration to support the development of immersive entertainment projects with stronger local characteristics in Malaysia.
Mr Sakrani bin Shamsuddin said that theatre arts and immersive experiences have broad potential for integration in terms of modes of expression, audience interaction, and scene creation. He noted that closer collaboration with innovation platforms and project developers would not only help broaden the presentation of local arts and culture in Malaysia, but also create new opportunities for the development of local creative content.
During the exchange, AIRH played an active bridging role by connecting Super T.I with Persatuan Teater Malaysia, laying a good foundation for both sides to explore localisation cooperation in immersive entertainment. Moving forward, AIRH will continue to respond to the needs of China-Malaysia cultural exchange by promoting deeper linkages among innovative projects, industry resources, and local cultural institutions, and by supporting the implementation of more collaborative initiatives with cultural value, technological expression, and market potential.
Sunday,April 19, 2026
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