On March 7, 2024, the School of Art, Design and Media of HXIT held the "National Intangible Cultural Heritage Project Exchange Meeting" in the Hubei Famous Teacher's Studio. This exchange meeting invited Mr. Chen En, the promoter of the national intangible cultural heritage project Yao Camellia oleifera and the vice president of the Guilin Camellia oleifera Food Association to participate. A number of leaders and teachers from School of Arts attended the meeting.

At the beginning of the meeting, the professor from School of Arts Design and Media delivered a speech, emphasizing the importance and preciousness of intangible cultural heritage. The professor also introduced the work in the protection and inheritance of intangible cultural heritage, and hoped that through the in-depth cooperation between the two sides, the prosperity and development of intangible cultural heritage will be jointly promoted.

Then, Chen En showed the history and unique production process of Yao Camellia oleifera, as well as the results and experience of his work. At the meeting, the appointment ceremony of intangible cultural heritage expert consultants was also held, and the prospects and future trends of intangible cultural heritage development were discussed from multiple perspectives and disciplines.

The teacher of the Public Art Department introduced the intangible cultural heritage work carried out by the Intangible Cultural Heritage Research Center, and said that the School has always been committed to integrating traditional cultural elements into art and media education to cultivate students' understanding and concern for intangible cultural heritage. The director of the 1957 Design Center conducted an in-depth discussion on the possibilities of intangible cultural heritage and artificial intelligence from the perspective of AIGC, which triggered new thinking and exploration on the protection and inheritance of intangible cultural heritage.

After the meeting, Chen En visited the students' graduation design exhibition and expressed his appreciation and encouragement for the students' creations and achievements.

This exchange meeting not only demonstrated the rich diversity of the school's intangible cultural heritage items, but also expressed a strong interest and positive attitude towards the exploration of the use of scientific and technological means, educational resources and community participation.