Author: Zhihui Li

Brand identity is not the result of a single factor but emerges from the interplay between visual symbols (such as logos, fabrics, techniques, patterns) and narrative elements (brand stories, values, history, ambassadors) (Conti et al., 2020). In Unit 1, I experimented with AI visual generation tools. While the process was exciting, I soon discovered a…

During a recent tutorial with my supervisors Jesmika and Riche, I realised that my research topic was still too broad and lacked a clear focus. Their feedback encouraged me to narrow down the scope and concentrate on specific elements within my project. Among these elements, I decided to explore brand identity. To deepen my understanding,…

A Mixed-Methods Study of User Perception, Creative Boundaries, and Emotional Authenticity 1. Background Over the past fifteen years, artificial intelligence has developed at remarkable speed (Charlie and Veronika, 2025). In 2025, approximately 378.8 million people worldwide were using AI tools, representing 3.9% of the global population. As shown in Figure 3，by 2030，the number of active…

When I first defined my research question, it sounded confident and action-driven: “How can AI-generated visuals reshape the global image of Chinese aesthetics?” It seemed clear and purposeful—but during a tutorial, my tutor offered a piece of feedback that fundamentally shifted my perspective. She pointed out that my project was “starting with an answer rather…

What does “Chinese beauty” look like to the world today?Is it red cheongsams, golden dragons, and paper lanterns — or something deeper, more emotional, more modern? In my research project at Central Saint Martins, I set out to explore this question:How might AI and aesthetics help reimagine China’s global image, beyond outdated symbols? To do…

When people think of China, what do they see? Red lanterns. Dragons. The Great Wall. Or perhaps: headlines about politics and economic power. But rarely do they see the soft details of modern Chinese life — a girl in a linen qipao walking through a quiet tea house, a boy wearing cyber-inspired makeup in a…

100 years ago, both China and Japan stood at the early crossroads of modernization. Today, however, Japan has successfully constructed a global image rooted in technological innovation, creativity, and futuristic aesthetics. This was achieved not only through economic growth, but through the continuous reinvention of its visual narrative—one that projects modernity, subtlety, and cultural finesse.…

Reimagining Cross-Cultural Platforms Through AI Why This Question Matters When I visited Japan House in London, I was amazed by how it went beyond being a museum or design shop. It felt like a complete cultural interface—a space that harmoniously connects tradition and innovation, spirituality and everyday life. It offered an immersive, aesthetic, and emotional…

As I explored AI’s role in presenting Chinese aesthetics, I came to an unexpected insight: the challenge isn’t just whether AI can generate something that “looks” Chinese—it’s about whether people feel and understand it as such. Sure, AI can simulate stand-up collars, frog buttons, crimson tones, and flowing silhouettes. But cultural meaning is more than…

A Visual Try-On Experiment Across Cultures As I began exploring the intersection of AI and Chinese aesthetics at Central Saint Martins, I was particularly curious about one key question: Can AI-generated images authentically express the essence of Chinese fashion—and will global users recognize it as such? To investigate this, I designed a small-scale visual intervention…