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Dr. Natalia Grincheva was a distinguished participant and contributor at the International Workshop on Cultural Statistics, a pivotal high-level forum convened in September 2025 in Kunming, China, by the UN Statistics Division and China’s National Bureau of Statistics in collaboration with the UNESCO Institute for Statistics. The event assembled leading officials from national statistical offices and ministries of culture, researchers and practitioners in cultural policy and measurement, and technical experts in cultural data. Dr. Grincheva significantly enriched the Forum by presenting findings from the large-scale research project conducted for the UNESCO Institute of Statistics, Mapping Cultural Data: A Cross-Country Analysis, which offered a critical comparative study of cultural statistics frameworks across South Korea, Singapore, the UK, and the USA. Furthermore, Dr Grincheva shared her extensive expertise in digital cultures, delivering presentations on emerging frameworks for born-digital creative content, digital platform economies and statistics as well as on innovative approaches to measuring user engagement beyond quantitative metrics. Her contributions advocated for advanced mixed-methods and qualitative digital research strategies to comprehensively capture the full value chain of contemporary cultural production, consumption, circulation and preservation.
At the UNESCO 2005 Convention's 20th-Anniversary Celebration in Paris, Dr. Natalia Grincheva contributed to the Panel "Equitable Access, Openness, and Balanced Exchanges of Cultural Goods and Services" by presenting her groundbreaking Hallyu Tracker application. Her presentation underscored the vital role of technology in promoting global cultural diversity by offering a powerful new way to understand the worldwide influence of the Korean Wave.
Dr. Grincheva’s work is a direct outcome of her decade-long research into structural imbalances in global cultural flows. Driven by a deep interest in digital technologies and data storytelling, she has focused on creating cultural indicators that can measure the lasting, intangible value of cultural initiatives. This research led to the development of her award-winning digital tool, "Data To Power", a web-based application that empowers researchers to visualize and explore complex global cultural flows through dynamic, multi-layered mapping. As UNESCO celebrates two decades of advancing cultural diversity, Dr. Grincheva’s work bridges the gap between digital innovation and cultural policy, offering data-driven insights into the worldwide influence of the Korean Wave. Her research empowers policymakers and cultural professionals to make informed decisions, ensuring more inclusive and equitable cultural exchanges.
Dr Natalia Grincheva participated at the 2025 Culture Summit in Abu Dhabi "Culture for Humanity and Beyond" convened to reflect on the era of post-human conditions shaping our cultural realities. The summit, an annual global forum, brings together leaders from the culture and creative industries to develop strategies for culture to transform societies and communities worldwide. The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) organizes the Culture Summit in collaboration with key global partners, including UNESCO, the Design Museum, Google, Guggenheim Museum and the Recording Academy among others. One of the summit's sessions, "Rethinking Cultural Measurement," a joint initiative by UNESCO, its Institute for Statistics, and DCT Abu Dhabi, focused on improving data collection in the cultural sector. It responded to the increasing global emphasis on culture as a distinct goal in the post-2030 development agenda, the development of the 2025 UNESCO Framework for Culture Statistics (FCS), and the growing importance of data and indicators. Dr. Natalia Grincheva co-facilitated the "Impact of Digitalization" working group. This group examined how digitalization affects the collection, analysis, and research of cultural data, which is essential for evidence-based analysis in the creative industries. The reflections from this workshop were documented in the article "Rethinking Cultural Measurements: The Impact of Digitization on Cultural Statistics" in the ENCATC Magazine, Issue 9.
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Dr Natalia Grincheva is a Program Leader in Arts Management at LASALLE, University of the Arts Singapore (UAS), and an Honorary Senior Research Fellow in the Digital Studio at the University of Melbourne. She is an internationally recognized expert in contemporary museology, digital diplomacy, and international cultural relations. Dr Grincheva has received numerous prestigious academic awards, including Fulbright, Quebec Fund, Australian Endeavour, and SOROS research grant. Dr Grincheva's professional engagements include her dedicated work for the International Fund for Cultural Diversity at UNESCO (2011) and International Federation of Coalitions for Cultural Diversity (2011–2015), her research industry placement at ACMI X creative hub at the Australian Center for the Moving Image (2017–2019) as well as service for the international Cultural Research Network (CRN) (2018–2020) and research consultancy for ICR Research, based in London (2020-present).
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Dr Natalia Grincheva has pioneered academic scholarship on Digital Museum Diplomacy, a field of academic studies that did not exist a decade ago. This focused research expertise is globally recognized in academia where Dr Grincheva’s research enjoys a dedicated unique niche. She is a prolific researcher with over 40 publications, including research articles, book chapters, and reports in prominent academic outlets. She is the author of four monographs Digital Soft Power of Heritage Media (Cambridge University Press: 2025 forthcoming), Geopolitics of Digital Heritage (Cambridge University Press: 2024), Museum Diplomacy in the Digital Age (Routledge: 2020) and Global Trends in Museum Diplomacy (Routledge: 2019).
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With a wealth of experience in academia and industry, Dr Natalia Grincheva is skilled in teaching, designing, and coordinating academic subjects, as well as supervising HRD. Her expertise extends to research leadership, industry collaborations, and fostering international connections. Dr Grincheva's work reflects her commitment to advancing the fields of museology, digital diplomacy, and international cultural relations.
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Dr Natalia Grincheva is actively involved in various engagements that showcase her expertise and dedication to her field. She has shared her knowledge and experience through media and professional blog articles, conference presentations, keynote addresses, invited talks, and academic guest lectures. Natalia has also participated in international panels, seminars, and symposiums, demonstrating her commitment to collaboration and research leadership. As a distinguished academic, her work in academic peer review further contributes to the advancement of her field.
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Dr Natalia Grincheva is an accomplished educator with extensive experience in teaching and mentoring students at various academic levels. She has designed and delivered courses on museology, cultural diplomacy, cultural policy, and international relations at leading universities and institutions worldwide. Dr Grincheva's teaching philosophy emphasizes Community Building, Digital Literacy and Work Integrated Learning. Through her teaching and mentoring, she seeks to inspire the next generation of cultural leaders and scholars who use innovative methods to address real life problems and are courageous to experiment and propose new solutions.
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