The Experiential Economic Value and Implementation Pathways of Art Curation in MICE Events

Abstract

The experience economy has become the core driver of the consumer market, yet the MICE industry is trapped in a dilemma between homogenization and experiential upgrades. According to a 2025 report by Boyan Consulting, China's MICE market reached 386 billion yuan in 2024 (surpassing pre-pandemic levels), but exhibition homogenization has slowed upgrades. Art curation, through spatial storytelling, cultural immersion, and interactive innovation, emerges as the key to breaking through this bottleneck. Drawing from case studies: The "Shanghai Intangible Cultural Heritage Lounge" at the 6th CIIE showcased 117 intangible heritage projects, featuring over 30 sessions on traditional Chinese medicine, incense, and mortise-and-tenon interactive activities, attracting nearly 1,000 domestic and foreign media outlets and becoming the "traffic king" of the press center. At the 2025 Beijing International Fair of Trade in Services, the "Alcove Sky Sphere" digital exhibition and the "Central Axis Magic Cube" naked-eye 3D experience utilized C-shaped LED screens and VR to immerse audiences in traditional culture.  The value of art curation is evident: The 5G+8K "Ultra-High-Definition Live" coverage at the Beijing Fair reached 80,000 people across 31 provinces, upgrading sensory experiences; the CIIE leveraged enamelware and velvet embroidery to bridge cultural differences; and the "Central Axis Light Tracing" installation transformed "viewing an exhibition" into "experiencing" through touch controls.  The industry faces pain points such as misaligned goals between curation and MICE, talent shortages, and cost control challenges. I propose solutions from content integration, mechanism building, and ecosystem collaboration. Art curation is not merely a "decorative" element for MICE but a redefinition of experiential value through the fusion of culture and commerce, driving the industry toward high-quality, high-value development.