Interview
Aihui Dong
China
Aihui Dong is an international producer and consultant with 17 years of experience bridging East and West. His work has been featured at Berlinale, SXSW, and major venues worldwide. He’s also a jury member for the China International VR Film Festival and Luoying Action Film Festival.
1 Please give us a brief bio of yourself and your creative background.
My name is Aihui Dong and I'm an international producer and creative consultant with 17 years of experience bridging East-West creative industries. My career spans film production, curation, and art education. My work includes 23 productions across narrative features, shorts, and VR works. These projects have screened at major festivals, including Berlinale, Warsaw, and SXSW, as well as prestigious venues in Los Angeles, New York, Milan, Shanghai, and Beijing. I serve as a jury member for the China International VR Film Festival, the Luoying Action Film Festival, and other competitions. As an industry thought leader, I have authored three books on cinema and art education. My analysis frequently appears in EastWest Entertainment, Cinehello, and TMeng, reaching over 300,000 professionals in China’s creative sector. My work has also earned international recognition through award programs and film honors.
2 What made you become/why did you choose to become a creative?
Stories have always moved me, especially ones that cross cultures. Being exposed to Chinese and Western perspectives, I saw how creative content could speak to everyone, regardless of their origins. That's what pulled me into telling stories that connect people.
3 Tell us more about your business/company, job profile, and what you do.
I work as an international producer and creative consultant across independent, commercial, and public projects. My focus is on creating content that bridges international audiences, whether for businesses, film festivals, or government initiatives. I also serve as an industry consultant, advising on international collaboration and development for festivals, institutions, and cultural programs.
4 What does “creativity” mean to you?
Where borders fade, stories bloom.
5 To you, what makes a “creative” idea and/or design?
Creative work should both surprise and feel inevitable to me. It grabs the audience in ways they recognize but leads them in unexpected directions. The best ideas make us see the ordinary in a new light.
6 Tell us about your creative and/or design process.
I engage in dialogue by reading and observing the world, creating work from that, and listening carefully to how people respond. It’s a cycle of absorbing, creating, and learning.
7 What's your favorite part of the creative process and why?
I love those moments when the audience thinks they see themselves in a story. Sometimes, they uncover layers of meaning I hadn't thought of. When you know you have something that truly connects, that's when you realize you've created something special.
8 Describe your creative style and its main characteristics.
I straddle cultures and bring universal stories from specific places. It’s the moments when different worlds meet and talk to each other. It doesn’t paint rosy stories of the past; instead, it grapples with the uneven and messy implications of a narrative.
9 Do you think your country and its cultural heritage has an impact on your creativity process?
This is a question I'm still exploring, one that deepens with each story I tell.
10 Congratulations! As the winner of the 2024 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
This validates our commitment to authentic cross-cultural storytelling. It also energizes us to continue bridging worlds with meaningful content and reminds us of the deep importance of diverse perspectives in all creative work.
11 Can you explain a bit about the winning work you entered into the 2024 MUSE Creative Awards, and why you chose to enter this project?
POWER OFF is based on a true Chinese story, but its themes transcend cultural boundaries. Every time we've screened it at an international event, we've noticed how the core message resonates with people from all backgrounds. We aim for that universal connection in storytelling.
12 How has winning an Award developed your practice/career?
We watch with eager anticipation as to how this win will progress our careers!
13 What are your top three (3) favorite things about our industry?
The three C's, Collaboration, challenge and chance.
14 What makes your country specifically, unique in the creative industry?
Ancient wisdom meets digital speed.
15 Where do you see the evolution of creative industry going over the next 5-10 years?
In an AI-driven world, human thought remains irreplaceable.
