TECNO, a pioneering technology company, has announced an innovative research partnership with the Asian Communication Research Centre (ACRC) at Nanyang Technological University, Singapore (NTU Singapore). The objective of this collaboration is to conduct in-depth research on skin tone and smartphone portrait imaging preferences among consumers in Southeast Asia.
The primary aim of this collaboration is to enrich TECNO’s Universal Tone technology by integrating authoritative studies into the development process. Targeted surveys in Indonesia and the Philippines will establish benchmarks for cultural preferences and enhance the representation of skin tones in Southeast Asian imagery. TECNO is deeply committed to promoting inclusivity and ensuring that their smartphone portrait imaging solutions authentically reflect the true diversity and beauty of people across Southeast Asia.
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), who also serves as an advisor on Asian Skin Tone and Portrait Aesthetics for TECNO. The team also includes Professor May O. Lwin, Chair of WKWSCI, as well as Associate Professor Elison Lim and Associate Professor Lewis Lim from the Nanyang Business School, NTU.
Professor Qiu emphasized the importance of this research, stating that “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’s dedication to representing the diverse aesthetic preferences of consumers in emerging markets transcends the global mainstream market. Through scientific research and partnerships with academic institutions, TECNO seeks to tailor its smartphone portrait imaging technology to the unique aesthetic preferences of consumers in different regions around the world.
This collaboration marks TECNO’s second major academic partnership, following its successful collaboration with the University of Leeds (UK). Last September, TECNO launched Universal Tone, which championed inclusive multi-skin tone imaging on a global scale. The technology has now been applied in the latest TECNO CAMON 30 Series, allowing the device’s cameras to authentically represent diverse skin tones and cultural aesthetics.
General Manager of TECNO, Jack Guo, highlighted the significance of the collaboration, stating, “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 remains committed to pushing the boundaries of innovation with its “Stop At Nothing” ethos, ensuring that every individual’s beauty is authentically represented. The latest evolution of Universal Tone technology in Southeast Asia is a testament to TECNO’s commitment to embracing the uniqueness of every culture and driving the global tech industry forward.
In conclusion, TECNO’s collaboration with the Asian Communication Research Centre at NTU Singapore demonstrates the company’s dedication to understanding and respecting the diverse aesthetic preferences of consumers in Southeast Asia. By incorporating scientific research into their technology development process, TECNO is setting a new standard for inclusive and culturally sensitive smartphone imaging solutions.