OPPO invites Malaysians to celebrate our rich cultural heritage through the art of mobile imaging technology

OPPO celebrates Malaysia's culture through the future of mobile photography and AI

KUALA LUMPUR, 28 May 2024-In recognizing Malaysia as home to a rich tapestry of heritage, with influences from its different races and cultures, OPPO announces today its mission of celebrating our local culture through mobile innovative imaging and artificial intelligence (AI) technology; an initiative which is supported by the Ministry of Tourism, Arts & Culture (MOTAC) and the Malaysian National Commission for UNESCO (MNCU).

OPPO's commitment of Technology for Mankind, Kindness for the World drives the brand to empower people to capture and preserve the fading cultures and traditions in our country through its #OPPOMalaysiaThroughTheLens campaign, as part of this year's imagine IF photography awards. Through this initiative, OPPO hopes to reignite the flames of tradition, leading to a more harmonious and empathetic society.

OPPO Malaysia Chief Marketing Officer, Monica Chin, noted the importance of culture which connects our past to our future and how the younger generation of today is able to interpret and enjoy heritage through technology, and AI in particular.

"As a brand which firmly believes in the role of technology to better the lives of people, we are excited to be collaborating with the Malaysian National Commission for UNESCO (MNCU) and Ministry of Tourism, Arts & Culture (MOTAC to weave stories of Malaysia's rich culture, preserving it for the future generation while telling these stories through the lens and perspective of mobile imaging. As a brand, we have been strategically investing in imaging tech be it in hardware or software, we will continue to see new breakthroughs in mobile photography. It is our hope that with the AI innovation present in our smartphones, users are able to reshape their experience and unleash their boundless creativity, capturing these cultural moments from their lens," said Monica Chin.

Minister of Education, H.E. Fadhlina Sidek as President of the Malaysian National Commission for UNESCO (MNCU), said, "During the 42nd United Nations Educational, Scientific and Cultural Organization (UNESCO) General Conference which took place in November 2023, Malaysia highlighted its efforts on elevating our traditional costume in support of the UNESCO's agenda and the Sustainable Development Goals (SDGs). Through OPPO's initiative, we hope to elevate the different traditional arts and heritage that Malaysia is known for, and the Malaysian National Commission for UNESCO supports efforts such as these, which drive innovation by utilising technology as a tool to preserve our diverse culture for the future generations."

Minister Of Tourism, Arts and Culture, YB Dato' Sri Tiong King Sing said, "In collaboration with OPPO and the Malaysian National Commission for UNESCO, we are proud to be part of the OPPO Malaysia Through the Lens campaign. Utilising OPPO's cutting-edge technology, this initiative allows us to showcase the intricate details of our cultural practices and share our stories to audiences around the world. By highlighting Malaysia's cultural richness, this collaboration furthers our mission to preserve and celebrate our cultural legacy."

Through the lens of the future of tech

(R) Amelia Henderson admiring a Wayang Kulit in the making, (L) Master Puppeteer, Pak Dain

As part of its #OPPOMalaysiaThroughTheLens campaign, the brand will be presenting five different Malaysian cultural art forms through the lens of its all-new OPPO Reno Series. Kicking off its series of photography and brand films, OPPO will be introducing the art of Wayang Kulit, whereby master puppeteer, Pak Dain and acclaimed fusion Wayang Kulit artist, Tin Toy, will join forces in preserving the fading cultural traditions through shadow puppetry. The short documentary aims to spotlight the duo's efforts and creative endeavours in ensuring the enduring legacy of one of our nation's greatest artforms.

In its upcoming short documentaries and photography series, the brand will be exploring the art of Ngajat dance, a symbol of heritage for Sarawakians, told through the eyes of eight-year-old Dion Das Louis, who takes it upon himself to learn the artform to extend the culture of Ngajat dance to the next generation, weaving in tradition and modernisation through his performance.

The artform of Magagung presented by a goup of young Kadazan men

The artform of Magagung is demonstrated through a different light with the documentary on preserving this ancient culture with the help of a group of young Kadazan men who strive in their journey of upholding traditional rituals and practices, connecting with their heritage in the heart of nature's grandeur.

In the vibrant city of Malacca, the age-old tradition of Dondang Sayang thrives among four distinct communities—the Malay, Baba Nyonya, Chitty, and Portuguese, and the fourth instalment of the documentary series will be exploring the enchanting fusion of music, songs, and poetry that embodies the spirit of unity and cultural richness within these communities.

As part of its final documentary series, the brand explores Penang's rich heritage of Chinese Opera which continues to thrive till this day, thanks to the dedicated efforts of performer, Ling Goh. The documentary will delve into the captivating world of Chinese Opera, exploring its cultural significance and cross-cultural understanding, emphasizing the timeless appeal of Chinese Opera and its significance in the cultural landscape of Penang.

Capturing the essence of the cultures that shape us as Malaysians, OPPO will be preserving these moments through the presentation of a coffee table book which is set to be released during the national month as a celebration of our unique artforms.

Weaving stories of culture through imagine IF

OPPO imagine IF Photography Awards 2024

OPPO's celebrated imagine IF Photography Awards 2024 returns, igniting the imaging spark in everyone's heart through mobile photography. Photography enthusiasts are invited to join OPPO in capturing the essence of local culture by submitting their stunning Malaysian cultural photography to #OPPOimagineIF for a chance to win up to USD $24,000.

The OPPO imagine IF Photography Awards 2024 features nine different entry categories, covering Landscape, Portrait, Colours, Unfading Moment, Fashion, Snapshot, Light, Travel, and Collection. Each category aims to inspire users to share their most compelling stories and emotions captured through the lens of OPPO smartphones.

OPPO's imagine IF Photography Awards 2024 is open for submission until 24:00 UTC+8 on July 28, 2024. For more information, please visit the official event website at https://bit.ly/imagineIF2024. OPPO welcomes mobile photographers¹ to join this exciting opportunity to explore their artistic expression and bring their creativity to life through OPPO smartphones.

¹For more information on T&C, please visit: https://imagine-if.oppo.com/en/categories/?dataTab=guide