BOE O•SPACE Shines at Milan's Chinese ICH Exhibition with Eastern Aesthetics

BOE O•SPACE Shines at the 2025 Milan Exhibition

On October 3, 2025, the much-anticipated exhibition titled 'Reviving Craft - China's Intangible Cultural Heritage and Contemporary Design' opened its doors at Palazzo Serbelloni, Milan. BOE O•SPACE, a prominent player in the tech world, is showcasing its innovative display technologies, blending East Asian artistic elements with cutting-edge technology. This significant event is not only a platform for showcasing advanced technology but also a celebration of cultural exchange, marking 55 years of diplomatic relations between China and Italy, and 50 years with the European Union.

The exhibition is a collaborative effort between BOE Technology Group and Sun Media Group, which follows their successful partnership in Paris in 2024. In Milan, BOE presented a variety of advanced display technologies, including transparent displays, INFIHUB, UHD Exhi displays, and smart calligraphy desks. These products create an immersive experience for visitors, allowing them to explore the depths of Chinese intangible cultural heritage and contemporary art.

A notable highlight of the exhibition is 'BOE Day', an event dedicated to fostering discussions and collaborations between China and Italy in the realm of technology and culture. This event positions BOE as a key player in enhancing its global presence and solidifying its brand image outside of China. The exhibition not only emphasizes technological innovation but also epitomizes cultural exchanges that are vital in today's global environment.

Si Da, Vice President and Brand Director of BOE, remarked during the opening ceremony, “At BOE, we adhere to principles of market-driven, international, and professional development. We believe technology is the key to the future, and our mission is to enable every civilization to be seen. Through the 'Reviving Craft' project, we wish to present to the world a new BOE committed to technology, culture, and sustainability.”

In recent years, Chinese culture and businesses have accelerated their internationalization efforts, and BOE has achieved remarkable success. The first international debut for O•SPACE occurred during the 2024 exhibition at the Louvre in Paris, which further propelled the brand’s visibility. Additionally, BOE has collaborated with prestigious cultural institutions like the Palace Museum, Dunhuang Art, and OUTPUT for joint exhibitions both domestically and internationally.

Hosting the 'Reviving Craft' exhibition and the O•SPACE conference in Milan marks a significant milestone in BOE’s international branding strategy. By leveraging innovative technologies, BOE aims to break down geographical and cultural barriers and promote an ecosystem of sustainable cooperation. The company translates its sustainable development concept, 'Open Next Earth', into tangible global initiatives.

Since 2021, BOE has launched 15 marketing campaigns for O•SPACE, reaching more than 5 million consumers in Germany and beyond. This experience significantly boosts BOE's commitment to piercing the international market and enhancing its cultural relevance through technology.

As audiences immerse themselves in the unique charms of Eastern aesthetics showcased in Milan, BOE O•SPACE not only advances its tech-savvy reputation but also fosters a renewed appreciation for China’s rich cultural heritage on a global stage.