On May 26th, the 2025 launch ceremony of BOE's annual benchmark offline brand marketing event, "Hello BOE", was held at the Zhuhai Hengqin Cultural and Art Center.
Hello BOE 2025 Launches: Brand IP Enters 3.0 Era
As the startpoint of "Hello BOE 2025" series event, BOE supported the inaugural "Hengqin-Macao International Digital Art Expo" by providing high-end display technology solutions for over 10 digital art exhibition items across the expo's three main zones, utilizing ultra-high-definition display technology and digital solutions to create an immersive technology-art experience, vividly conveying the concept of "empowering digital art with innovative technology."
After four years of iteration, "Hello BOE" has evolved from initially showcasing BOE's own leading technologies and building a joint ecosystem with partners to now focusing more on the deep integration of innovative technologies and application scenarios. This brand promotion IP has ascended to an entirely new 3.0 era.
Numerous distinguished guests and leaders attended the "Hello BOE" 2025 launch ceremony on site, including Song Xiaodong, Deputy General Manager of Nam Kwong (Group) Company Ltd. (the expo organizer); Yang Lan, Chairperson of Sun Media Group; Li Weijie, Chairman of the Board of Directors of the Asia Peace Charity Foundation; exhibiting artist representative Fei Jun, Professor and Ph.D. Supervisor in the Art and Technology Direction at the Central Academy of Fine Arts School of Design, founder of Somewhere Studio ART+TECH; Liu Yi, Vice President of BOE Technology Group and CEO of MLED Business; Liu Hua, Vice President of E-Yun Technology and General Manager of South China Region. This marked the opening of a new chapter in BOE's brand ecosystem cooperation.
Liu Yi: BOE Bridges Tech & Better Living
Liu Yi, Vice President of BOE Technology Group and CEO of the MLED Business, stated at the launch ceremony that BOE is deeply engaged in Hengqin precisely because the surging spirit of innovation here resonates with the company.
Liu Yi, Vice President of BOE Technology Group and CEO of the MLED Business
"As BOE's brand IP, born in 2021, 'Hello BOE' acts like a bridge," he said. "On one end is the technology we deeply cultivate, and on the other end is the public's expectation for a better life." "We hope to show people in the most intuitive way that technology can be warm and serve as a link connecting imagination and reality."
BOE Display Technology Powers Digital Art Expo & Palace Museum Show
As a landmark event for cultural integration in the Greater Bay Area, the "Hengqin-Macao International Digital Art Expo" featured four major thematic exhibition zones. As the strategic partner of the event, BOE deeply empowered the three zones – "Art Futures", "Re-Enchantment", and "Technology Reconstructs Art" – with technologies including ADS Pro display technology, MLED display technology, and new-generation lossless Gamma display technology. This provided audiences with an immersive and highly interactive digital art visual feast, serving as another exemplary practice in promoting the deep integration of "technology + culture".
MLED Displays Illuminate "Art Futures" Zone
Within the "Art Futures" theme zone, products empowered by BOE's MLED display technology were ubiquitous. BOE's Mini LED displays, with their display advantages such as high brightness, low power consumption, and richer grayscale gradation, meticulously presented several immersive installation works by artists like Wang Zhigang and Liang Lanbo.
ADS Pro Powers "Legend Metamorphosis" Installation
Artist Zhang Wenchao's algorithm-generated interactive video installation "The Metamorphosis of a Legend" relied on the support of BOE's high-end LCD display technology solution, ADS Pro. Displayed across eight 46-inch ultra-narrow bezel (3.5mm) splicing screens, it presented the dynamic evolution of a legendary story, pieced together and interpreted over time through the imaginations of countless people, thanks to its ultra-high 1200:1 contrast ratio, 178° ultra-wide viewing angle, and more uniform brightness performance.
Curved LED Screens Drive "Emotion Theater"
Simultaneously, BOE utilized P2.6 LED curved screens to empower artist Fei Jun's interactive video installation "Emotion Theater", which detects and presents audience emotions in real-time on the highly curved LED screen, creating a healing audiovisual experience.
Besides, digital artworks by domestic and international artists like Hito Steyerl (Germany), Xu Bing, and Tian Xiaolei also received high-end display technology support from BOE, showcasing outstanding achievements in digital art creation from multiple perspectives.
Palace Museum Showcase: Paper-like Touch & P1.5 LED
Concurrently, leveraging the strategic cooperation between BOE and the Palace Museum, and coinciding with the Palace Museum's 100th anniversary, BOE collaborated with the Palace Museum to create the "See the Forbidden City in Hengqin" Digital Palace Museum Experience Exhibition. BOE's subsidiary, E-Yun Technology, utilized multiple immersive scene display products to vividly present the scenery and treasured artifacts of the Palace Museum.
In exhibition areas such as "Digital Treasure Gallery" and "Imperial Cultural Life", visitors could interact via touchscreen with the Palace Museum's treasured artifacts and interactive scenes using BOE's Paper-like Touch Art Screens. These utilized BOE's new-generation lossless Gamma display patent technology (Patent No.: ZL 2016 1 0214546.6), offering an immersive interactive experience by expanding high-fidelity data details and allowing 360° freely changeable viewpoints.
Transparent LED Creates "Myriad Auspicious Signs"
In the " Thousands Miles of Rivers and Mountains" space, BOE's P1.5 Paper-like LED not only realistically reproduced the landscape world of the 40-square-meter ultra-long painting with an anti-glare screen effect but also achieved a 40% energy saving at the same brightness level, contributing to energy efficiency and environmental protection. At the same time, BOE used three-sided transparent LED screens with high brightness and high light transmittance (reaching 70%-90%) to immersively create the auspicious light and shadows within the "Myriad Auspicious Signs" space, building a dynamic narrative space for the Palace Museum.
Furthermore, BOE display products empowering exhibits could also be seen in the "Re-Enchantment" zone, the "Technology Reconstructs Art" zone, and throughout the expo's exhibition corridors.
Yang Lan: Expo Creates Immersive Digital Art Ecosystem
As a representative of the expo organizer, veteran media personality and Chairperson of Sun Media Group, Yang Lan, stated, "This expo has constructed a digital art ecosystem that is 'experienceable, thought-provoking, and creative'."
"The advent of digital and AI technologies has revealed new possibilities for artistic creation, while the demands of artistic expression have also spurred the iteration and rapid development of technology."
Hello BOE Global Reach: 4.5M Consumers, Top IP Partners
As BOE's annual benchmark brand IP, "Hello BOE" has, since its launch in 2021, held 13 tour stops over five consecutive years in domestic and international cities including Beijing, Shanghai, Shenzhen, Chengdu, Qingdao, Hefei, Paris, and Zhuhai. It has also conducted cross-border collaborations with top-tier IPs across various fields such as Dunhuang Art Academy, OUTPUT, G318 National Highway, Valorant, Shanghai International Light and Shadow Festival, as well as more than ten partners including Lenovo, Hisense, Thunderobot, and ROG (Republic of Gamers), cumulatively reaching nearly 4.5 million consumers offline.
This year, the comprehensively renewed and upgraded "Hello BOE" continues to focus on ecological co-creation and scenario integration with partners. It will collaborate with Sun Media Group, Zeekr, OPPO, JD.com, Weibo, G318, and others to build brand ecosystem cooperative IPs, embarking on a brand new journey for BOE through cross-border alliances.
BOE Future: Screen IoT & "Powered by BOE" Ecosystem
Looking ahead, BOE will continue to uphold its "Screen IoT" development strategy, joining hands with partners from all sectors to co-build the "Powered by BOE" innovation ecosystem. Using display technology as the link and integrating IoT and digital technologies, it aims to reunite art and technology at the summit.