Cultural Strategist · London

Culture should not only be preserved.
It should succeed.

I build the commercial systems that take Chinese cultural ideas to global audiences — through CAAP™, Lightopia Festival, and Immersia XR.

My Story
The CAAP™ Framework →

2.65MVisitors Reached

15Cities Worldwide

32Large-Scale Events

14×BBC Interviews

About Ian Xiang

From student in the UK to building China’s largest lantern festival in Europe

I spent a decade discovering why powerful cultural ideas stay local — and building the framework to change that. My work spans immersive festivals, XR theatre, and the CAAP™ system that helps cultural creators go global.

Full Story →

The Framework

CAAP™: Culture As A Product

Culture

Authentic cultural source material — stories, traditions, aesthetics that carry real depth.

Emotion

Identify the universal emotional connection that crosses cultural boundaries.

Format

Choose the right medium: festival, exhibition, theatre, digital experience.

Story

Wrap the cultural idea in a narrative structure global audiences understand.

Interaction

Design the moments of participation that make audiences feel part of the experience.

Price

Build the commercial structure that makes the experience sustainable and scalable.

Explore the Full Framework →

Selected Work

Cultural Products Built at Scale

Light Festival · UK & Europe

Lightopia Festival

Traditional Chinese lantern craft reimagined as an international immersive festival — 15 cities, 2.65 million visitors, 14 BBC interviews.

XR Theatre · London

Immersia XR

A new category of immersive entertainment where audiences walk inside stories using XR — story-led, not technology-led.

Working Together

Have a cultural project that needs to travel globally?

I consult with cultural creators, institutions, and investors on strategy, experience design, and international commercialisation.

Get In Touch

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Culture should not only be preserved. It should succeed.