In a live studio interview with First look Asia, SMU School of Social Sciences Assistant Professor of Arts and Culture Management Hoe Su Fern shared her thoughts about the inaugural Chinese Culture Week (CCW), which will take place on 9-13 September. Spearheaded by Camellia Culture & Business Centre in partnership with the China Culture Centre and DesignSingapore Council, the CCW aims to raise awareness about the rich tapestry and evolution of Chinese heritage. Assistant Prof Hoe spoke about what Chinese culture means to her and why Singapore is an ideal platform for an event like the CCW. [One of the highlights of CCW is the Forum on Contemporary Chinese Culture in an Intercultural World, jointly organised SMU School of Social Sciences, the Beijing International Studies University National Institute for Culture Development and China Institute for Cultural Trade Research. The academic discussion looks at contemporary Chinese culture in relation to theoretical issues on global inter-culture, contemporaneity, cultural trades and industries.]