In February 2026, international publisher De Gruyter published the De Gruyter Handbook of Digital and Online Arts Marketing: Technological, Social, and Cultural Trends, co-edited by HSUHK scholars Professor Desmond Hui, Head of Department of Art and Design (AAD) and Dr Christine Choy, Associate Professor of AAD. The volume examines how digital technologies are transforming the arts and redefining relationships between organisations and audiences.

Traditionally, arts marketing has been split between organisation-centred goals such as revenue and reputation, and consumer-centred approaches focused on audience satisfaction. The Handbook bridges this divide by emphasising co-creation. Dr Choy highlights, “Digital tools now enable audiences to move beyond passive consumption to become active collaborators in shaping artistic experiences.”

Grounded in HSUHK’s “Liberal + Professional” education model, the Handbook adopts a multidisciplinary lens, drawing on arts, business, media, and technology while reflecting both global trends and Hong Kong’s cultural context. “Its development was shaped by collaboration among academics, students, and industry practitioners, ensuring both scholarly depth and practical relevance”, explains Professor Hui.

Responding to the shift toward online engagement, accelerated by Covid-19, the editors advocate experimentation with digital formats, stronger use of social media for dialogue, and investment in digital capabilities. They also stress the importance of addressing digital inequality to broaden access.

With emerging trends such as AI-driven curation and immersive technologies further decentralising creative power, the Handbook positions digital arts marketing as a human-centred practice rooted in co-creation, adaptability and meaningful community building.