TECNO to Research Southeast Asian Aesthetic Preferences in Mobile Imaging Technology, in collaboration with ACRC at NTU Singapore


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TECNO, an innovative technology brand, is partnering the Asian Communication Research Centre (ACRC) at Nanyang Technological University, Singapore (NTU Singapore), to better understand skin tone and smartphone portrait imaging preferences among consumers in Southeast Asia through scientific research. TECNO is committed to inclusivity, and to ensure that every portrait reflects the true diversity and beauty of people across Southeast Asia. 

The research collaboration with ACRC aims to enhance TECNO’s Universal Tone technology by incorporating authoritative studies. Targeted surveys in Indonesia and the Philippines will also help to establish benchmarks for cultural preferences and to develop precise definitions for the representation of skin tones in Southeast Asian imagery.

Results from the studies will contribute towards refining the cultural resonance of TECNO’s smartphone portrait imaging solutions, truly reflecting TECNO’s brand philosophy of celebrating diversity in skin color, ethnicity, culture, and aesthetics.

Leading the research team is Professor Jack Qiu, Shaw Foundation Professor of Media Technology at NTU’s Wee Kim Wee School of Communication and Information (WKWSCI). Prof Qiu is also an advisor on Asian Skin Tone and Portrait Aesthetics for TECNO. Other team members include Professor May O. Lwin, Chair, WKWSCI, as well as Associate Professor Elison Lim and Associate Professor Lewis Lim from the Nanyang Business School, NTU.

Professor Qiu said, “Southeast Asia is home to a kaleidoscope of cultures, each with distinct aesthetics and preferences. Our research aims to understand the diverse aesthetic and imaging needs of Southeast Asian consumers.”

TECNO

Tailoring Smartphone Portrait Imaging Technology to Southeast Asian Aesthetics

In the realm of mobile portrait photography, due to economic and technical imbalances, cultural biases and oversight in both photography and digital technology have often marred the true representation of diverse human features. Refusing to blindly follow the mainstream global market, TECNO commits to genuinely addressing the needs of real consumers from different regions, tailoring its smartphone portrait imaging technology, backed by scientific research, to the unique aesthetic preferences of consumers in emerging markets. 

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This collaboration marks TECNO’s second major academic collaboration following its successful partnership with the University of Leeds (UK), and its results will be used to enhance TECNO’s Universal Tone technology. Last September, TECNO launched Universal Tone with the aim of championing inclusive multi-skin tone imaging on a global scale. Collaborating with renowned academic institutions, TECNO set a new benchmark for multi-skin tone imaging with the industry’s largest and most accurate skin tone database.

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New tech for better pictures

TECNO Universal Tone technology has now been applied in the latest TECNO CAMON 30 Series, enabling the device’s cameras to also authentically represent diverse skin tones and cultural aesthetics, fulfilling the brand’s aspiration to capture the universal colours and beauty of consumers from different cultures.

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General Manager of TECNO Jack Guo emphasized the collaborative vision: “By integrating research findings from the Asian Communication Research Centre at NTU into our Universal Tone technology, we are not just advancing technology but also adapting it to meet the aesthetic needs of different South Asian cultures and markets. This collaboration is a huge step towards driving diverse and inclusive standards of beauty in the global tech industry.”

TECNO persists in its quest for innovation with its “Stop At Nothing” ethos, ensuring the authentic representation of every individual’s beauty. The latest evolvement of Universal Tone technology in Southeast Asia is also a testament to TECNO’s commitment to embracing every culture’s uniqueness and driving global tech forward.

About TECNO 

TECNO is an innovative technology brand with operations in over 70 countries and regions across five continents. Since its launch, TECNO has been revolutionizing the digital experience in emerging global markets, relentlessly pushing for the perfect integration of contemporary, aesthetic design with the latest technologies. Today, TECNO has developed into a recognized leader in its target markets, delivering state-of-the-art innovation through a wide range of smartphones, smart wearables, laptops and tablets, HiOS operating systems and smart home products. Guided by its brand essence of “Stop At Nothing”, TECNO commits to unlocking the best and newest technologies for forward-looking individuals. By creating stylish, intelligent products, TECNO inspires consumers worldwide to never stop pursuing their best selves and their best futures. For more information you can visit TECNO’s official site.

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