The Role of Animation Technology in Fostering Multicultural Understanding Between Malaysia and China

Contemporary society is globalised and has entered the Information Era. The Alpha Generation is proficient in technology. Over the past few decades, numerous multicultural communication initiatives have occurred in Malaysia and China, with Chinese animation technology playing significant roles. Despite advancements in its animation technologies, China continues to encounter obstacles in intercultural communication initiatives in Malaysia and China. This research is to investigate the commercial potential of Chinese animation for facilitating multicultural exchange activities in Malaysia and to examine ways for developing Chinese animation to capture market share in Malaysia through these activities. This research utilised qualitative methodologies, including interviews, observations, and desk research based on secondary data. Fifteen individuals (seven Chinese and nine Malaysian) were randomly recruited online and completed the online survey. The gathered data underwent content analysis. The interviews with participants from both countries revealed that hand-drawn animation, conventional animation, digital animation technologies (both 2D and 3D), and VR/AR technology were utilised in the post-2010 multicultural events in Malaysia and China. Nevertheless, creative animation approaches encountered obstacles, including the acceptance of local MarketWatch of professional competence, misconceptions arising from multiculturalism, and difficulties stemming from technical proficiency and resource constraints. Initiatives must be undertaken to enhance the training of animation professionals and incorporate emerging technology, including artificial intelligence and deep learning techniques. Globalisation, the new generation, and emerging technologies have influenced innovative animation techniques in multicultural exchange initiatives. This research holds substantial practical importance. This will benefit policymakers, practitioners, and animation designers