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Various factors may contribute to the rise of global movements, like Hallyu or the Korean Wave. These could include support from the Korean government for its creative industries or be associated with the opportunities presented by social media platforms. Yet, global movements’ rapid and wild development will always hold an element of mystery. While we can’t fully explain the “human factor” and the magic behind the birth of a global movement, can we harness data on their spread, impact, and intensity across different regions in recent decades to anticipate their future trajectory? By leveraging machine learning capabilities of the Data to Power mapping application, the project will utilise a wealth of three decades of Hallyu data to formulate a predictive model of the Korean Wave scope and its trajectory across various geo-locations, transforming data analysis into a robust data intelligence system.
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Dr Natalia Grincheva is a Program Leader in Arts Management at LASALLE, University of Arts Singapore, 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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