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About This Project
Summary
Junctions: Ancient Routes, Future Paths” is a cross-cultural book and campaign that reimagines the Silk Road for today. Created with local photographers from five countries, Arabic calligraphy artists, and our global design team, it fuses tradition and modernity. Launched across digital platforms and high-impact events, it positions diversity and belonging as drivers of growth, dialogue, and inclusion while amplifying Asia–Middle East voices globally.
Goals & Objectives
Celebrate Asia–Middle East diversity, amplify local voices, engage audiences broadly through multi-channel reach, and catalyze industry insight by reframing the New Silk Road as a platform of belonging, collaboration, and shared opportunity.
Results & Impact
Beyond 245K+ impressions and 5,800+ engagements in SM, the book became a catalyst for dialogue—distributed to 70+ stakeholders and showcased at HSBC and World Economic Forum events. It broadened awareness, deepened cultural exchange, and shaped industry conversations on cross-regional opportunity.
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