Conference Proceedings Series 2025 (Vol.3, No.6) | June 2025

In association wtih IIARP International Conference Abstract Proceedings Series (Vol.3, No.6 | June 2025) Edited by Ms. Galina Berjozkina Dr. Yuriy Yu Shvet IIARP CONFERENCE & PUBLICATIONS CONFERENCE PROCEEDINGS SERIES 2025 Abstract Proceedings Series Vol. 3, No. 6 (June 2025) Organized by International Institute of Academic Research & Publications In association with Glovento Conference Supported by ConferenceAlert360.com Disclaimer The opinions expressed in articles, studies, and other contributions to this publication are solely those of the authors. The publication of these materials does not imply endorsement by the IIARP Conference & Publications. Official website of the conference www.iiarp.org Thank You. Copyright © 2025 IIARP Conference. All rights are reserved. Permission is granted for personal and educational use only. Commercial use, hiring, or lending is prohibited. No part of this publication may be reproduced, reprinted, translated, stored, or transmitted, in any form or by any means, without the prior written permission of the publisher. The publisher and authors have made every effort to ensure that the information and recommendations contained herein are accurate and consistent with generally accepted standards at the time of publication. The individual essays remain the intellectual property of their respective authors. N.B.-No part of this book can be reproduced in any form or by any means without the publisher's prior written permission. Corporate Address International Institute of Academic Research & Publications (IIARP) Glovento Conference Private Limited® Bhubaneswar, Odisha, India, 751019 www.iiarp.org | [email protected] Preface IIARP is a forum dedicated to advancing society through research. A primary goal and feature is to convene scholars, professionals, and government agencies to exchange and share their experiences and research findings on the challenges and solutions for societal development. More importantly, this conference will serve as a platform to disseminate research findings and catalyze innovation. IIARP has proven to be a critical factor in the transformation of the e-learning field. Through our well-established conferences, opportunities for quality learning, and strategies for individual and institutional success, we have contributed to this rapid growth. About International Institute of Academic Research & Publications (IIARP): The International Institute of Academic Research & Publications (IIARP) is an international academic association under Glovento Conference Private Limited®. Dedicated to promoting cooperation among scientists, defending scientific freedom, encouraging scientific responsibility and education, and advancing science outreach for the betterment of humanity, it is one of the world's largest and most prestigious general scientific societies. Objective of IIARP: ❖ To provide a world-class platform for researchers to share their research findings through international and national conferences. ❖ To integrate the research findings from the conference into classroom instruction for the benefit of students. ❖ To encourage researchers to identify significant research challenges in the fields of science, engineering, technology, and management. ❖ To facilitate the dissemination of research findings through journal publications, conference proceedings, or books. ❖ To provide researchers with feedback on their work to enhance its relevance and impact through collaborative efforts. Conference Committee Program Chair: Dr. Jia Lei, Universiti Putra Malaysia, 43300 Selangor Malaysia Dr Shakir Ullah, Southern University of Science and Technology, Shenzhen, China Ms. Galina Berjozkina Assistant Professor, City Unity College Nicosia, Cyprus Chairman, IIARP Mail: [email protected]g International Advisory Members ● Dr. Moo Sung Kim, College of Business, Zayed University, Dubai UAE ● Dr. MahboubehTaghizadeh, Iran University of Science and Technology, Iran ● Prof.(Dr.)Wen-Lin Yang, National University of Tainan, Taiwan ● Dr. Pankaj Thakur, Arba Minch University, Ethiopia ● Dr. Hoang Anh Tuan, Ho Chi Minh city University of Transport, Vietnam ● Dr. Dodo YakubAminu, Dept. of Architecture, Universiti Sains Islam Malaysia ● Dr. Sunny Joseph, Dept. of Mathematics, K. E. College, Kottayam, Kerala, India ● Dr. PoonamVyas, J K Lakshmipat University, Jaipur, Rajasthan, India ● Dr. Ahmed A. Elngar, Beni-Suef University, Egypt ● Dr. Ahmad R. AlBattat, Management and Science University, Shah Alam, Malaysia ● Dr. ArunachalamKalirajan, Dept. of. Education of DMI St. Eugene University, Zambia ● Mr. YagyanathRimal, School of Engineering, Pokhara University, Nepal ● Dr. NiharRanjan Mishra, Dept. of Social Sciences & Humanities, NIT, India ● Prof.(Dr.)Aries Heru Prasetyo, PPM School of Management, Jakarta Pusat, Indonesia ● Prof.(Dr.) NarasimhaiahGorla, American University of Sharjah, Sharjah, UAE TABLE OF CONTENTS Sl No TITLES AND AUTHORS Page No. 01 Community Mapping and Resource Inventory of Dumagat Indigenous Peoples’ Territory in Dingalan, Aurora Province Sherlyn G. Ambida-Alejo, Michael M. Perez 1 02 Rebuilding Sustainable Livelihoods: The Aytas in Zambales after Disaster Induced Displacement Benjamin C. Pastrana Jr., Noah D.J. Villanueva 2 03 The Misleading Scheme behind Environmental Claim: A Systematic Review on the Awareness of Quezon City Consumers on Greenwashing and its implications for Nestle and Coca-Cola Lolita B. Ocampo 3 04 Green Consumer Behavior of Selected Students of Lyceum of the Philippines University-Manila: A Phenomenological Study Claudine S. Coles, M.A., LPT 4 05 Level of Awareness of the Indigenous People at the 12 Barangays around Camp John Hay Baguio City, on their Land Rights Corazon B. Alhido – Sacpa, Erwin O. Aclayan, Dane G. Balwang, Oznerol Aseret P. Bayon, Debbie Joyce S. Dallog, Amiel Jan B. Fang-asan, Kristine Mae L. Gacita, Kyla Arriane B. Gambican, Jane Jasmine T. Gravidez, Maurin G. Gudaren 5 06 The Dynamics of ESG and Audit Quality in Indonesia: A Study of 6 Cement Companies Payamta, Wiwi Haryanti Lima, Audrey Kimberly Putri Maase 7 07 Risk-Based Internal Audit: A Strategy for Managing Credit Risk in BPR Banks Payamta, Salta 8 08 Awareness and Usage of Information Communication Technology (ICT) Tools for Disaster Management in Eastern Visayas Marieli Cherry C Cipres, Dr. Leah M. Donato 9 09 The Sensitivity of Translating Political News & Texts Soheil Atashian, Aisha Al-Sinani 10 10 Transculturalizing Space in Arab Diasporic Poetry: A Spatial Study of Naomi Shihab Nye’s Poetry Collection Transfer Eman Mukattash 11 11 Measuring Globalization in Higher Education: Developing a Scorecard for Social Impact and Academic Excellence Dr. Lincoln D. Johnson 12 12 The Role of Leadership in Promoting Diversity, Equity and Inclusion in Work Organizations Iulia Andreea Rusu 13 13 A Study of the Challenges in Compensation Management in the Thai Public Sector for Attracting and Retaining High-Performance Personnel Sureerat Sumree, Phichak Phutrakhul 14 14 Structure Design of an Economically Viable and Robust Novel Electrode Material to Enhance the Hydrogen Evolution Reaction Mariyappan Vinitha, Yong Song chen 15 15 Fostering Trust and Camaraderie in Mentor–Mentee Relationships at the MBA level Alberto Rubio, Ph. D. 16 16 Visual Semiotics and Cross-Cultural Adaptation in Graphic Design: Reinterpreting Sino-Thai Symbols through the 'Little Ganesha' IP Cheng Liu, Noppadon Sangwalpetch 17 17 Undergraduate Students’ Voices on Generative AI: Advantages and Challenges in Cultural Industry Management at SFU Zhengyi Zhao, You Zhou, Li Hua, Mongkhon Narmluk, Tanatorn Tongsumrit 22 18 Designing Hybrid Cultural Symbols in IP Branding: Sino-Thai Fusion for Global Communication Cheng Liu, Noppadon Sangwaipetch 28 19 The development of a brand identity: A case of “Mushizhai” Xintong Li, Winai Mankhatitham 33 20 Incorporating Local Elements in Brand Packaging Design: A Case Study of Guilin Sanhua Wine Su Yiwen, Noppadon Sangwalpetch 47 21 A Visualized Brain Protection Strategy Applied for Z1-Zone Anchored Thoracic Aortic Endovascular Repair Peiyong Hou, Pimporn Thongmuang, Sarisak Soontornchai, Xiaoqiang Qiu 56 ❖❖❖ 22 Survey and Analysis of the Current Status of Mental Health Education and Self-Efficacy among Private Enterprises in Chongqing, China Tian,Dongwei, Siriluck Jittrabiab, Thanawat Imsomboon 64 23 Health Literacy among Shanxi Residents: An Analysis within the Context of the Healthy China Initiative Wu Qingcheng, Sarisak Soontornchai, Pimporn Thongmuang 70 Level of Awareness of the Indigenous People at the 12 Barangays around Camp John Hay Baguio City, on their Land Rights 1Corazon B. Alhido – Sacpa, 2Erwin O. Aclayan, 3Dane G. Balwang, 4Oznerol Aseret P. Bayon, 5Debbie Joyce S. Dallog, 6Amiel Jan B. Fang-asan, 7Kristine Mae L. Gacita, 8Kyla Arriane B. Gambican, 9Jane Jasmine T. Gravidez, 10Maurin G. Gudaren University of the Cordilleras, Philippines Abstract1. Purpose: Urbanization in the Philippines is increasing and becoming more complex, especially in Baguio City. This city, which is known for its beautiful scenery and cool climate, has seen an increase in development as an outcome of migration and tourism, which is having a big influence on local communities and their land rights (Cruz & Laigo, 2017). At the heart of this urban transformation lies a critical issue: the land rights of Indigenous peoples. The Cordillera region, where Baguio is situated, is home to various Indigenous groups with deep historical ties to the land. These communities have their governance and land stewardship systems, often in conflict with state policies and urban development initiatives (Dela Cruz, 2018). The barangays surrounding Camp John Hay exemplify this tension, as the area has been subject to extensive development pressures. Focusing on the discussion of urban growth and its impact on Indigenous communities is “terra nullius,” or “territory without a master,” a legal doctrine rooted in colonial practices that declared land unoccupied if not actively cultivated by settlers (Smith, 2010). This notion has historically justified the appropriation of Indigenous lands, undermining traditional land tenure systems and leading to ongoing disputes over land ownership and rights (Sarmiento, 2018). The legacy of terra nullius is particularly relevant in the context of Baguio City, where Indigenous groups such as the Ibaloys have historically faced dispossession and marginalization. In response to these challenges, the Indigenous Peoples’ Rights Act (IPRA) of 1997 was enacted as a significant legislative effort to safeguard the rights of Indigenous groups in the Philippines. This law was intended to recognize ancestral domain rights, promote self-governance, and ensure the protection of cultural heritage (Santos, 2020). However, its implementation has faced significant hurdles. Studies indicate that many Indigenous communities continue to encounter legal obstacles when asserting their land rights, often experiencing bureaucratic inefficiencies and inadequate protections against encroachment (Quimpo, 2022). Successful advocacy efforts in other regions provide valuable lessons for Indigenous communities in Baguio City. For example, the efforts of the Ngāi Tahu people in New Zealand to reclaim their land rights serve as a powerful case study. Through persistent advocacy, legal battles, and negotiations with the government, the Ngāi Tahu secured significant land settlements and greater autonomy over their ancestral territories (McCarthy, 2020). This achievement illustrates the potential for Indigenous groups to effect change when they unite, leverage legal frameworks, and engage in continuous dialogue with policymakers. Research indicates that while IPRA provides a legal basis for Indigenous land claims, systemic barriers often hinder its effectiveness. Bureaucratic obstacles, lack of awareness among government officials, and insufficient resources for legal advocacy create an environment where Indigenous rights remain vulnerable (Gonzalez, 2019). Thus, there is a pressing need for legal reforms that enhance the capacity of Indigenous communities to navigate the legal landscape and assert their rights effectively (Dela Cruz, 2021). Active community engagement in policy-making processes is essential for ensuring that the rights and needs of Indigenous peoples are adequately addressed. In Baguio City, Indigenous communities often face marginalization in local governance structures, which Glovento Conference, 2025 Page | 5 limits their ability to influence decisions that impact their lands and livelihoods (Luna, 2019). Engaging Indigenous leaders and representatives in local government discussions can facilitate more inclusive decision-making and promote policies that are responsive to their unique contexts. 2. Methodology: The research design uses a mixed-methods approach, specifically utilizing both explanatory sequential and exploratory sequential designs. This methodology is particularly appropriate for addressing the nature of the research questions, which encompass quantitative measures of awareness and qualitative insights into the lived experiences of Indigenous communities. According to George (2023), mixed methods help to gain a more complete picture than a standalone quantitative or qualitative study, as it integrates both methods. Mixed-methods research is often used in the behavioral, health, and social sciences, especially in multidisciplinary settings and complex situational or societal research. This study uses a concurrent mixed-method design, collecting both quantitative and qualitative data at the same time. The research begins with quantitative data collection through structured surveys aimed at assessing the current level of awareness among Indigenous Peoples regarding their land rights. During this phase, a sample that is ethically approved from different land-displaced groups is used to identify patterns and knowledge gaps about their legal rights and protections. The quantitative study provides a foundational understanding of awareness levels, which can then inform the next qualitative process. Following this, the qualitative methods, such as in-depth interviews and focus groups, are conducted with a subset of survey respondents. This phase explores the specific impacts of land rights displacement on Indigenous communities, capturing the economic, social, cultural, and environmental consequences through personal narratives. By gathering qualitative data, the study provides context and explanation for the quantitative results, improving our understanding of the various effects of land rights displacement on these communities. This mixed-methods design is justified as it allows for a comprehensive exploration of the research questions. 3. Findings: The respondent demonstrated their level of awareness among Indigenous Peoples (IPs) regarding their land rights, with a grand mean score of 3.15, indicating that they are Aware of their Land Rights. The respondents, despite demonstrating awareness of their land rights, Indigenous Peoples (IPs) need enhanced knowledge and improved policy-making. This can be achieved through three key strategies: community engagement to ensure their voices are heard and considered in policy development; the inclusion of Indigenous representatives in decision-making processes to guarantee their perspectives are directly integrated; and the consistent implementation of the IPRA (Indigenous Peoples’ Rights Act) law to ensure legal protections are effectively enforced. 4. Conclusion: Indigenous peoples in Baguio City regularly have limited access and understanding of the legal and institutional frameworks that affect their rights and well-being. This information gap limits their ability to successfully advocate for themselves and engage in pertinent decision-making processes. There is a significant lack of competent representatives in the barangays surrounding Baguio City. This limitation hinders Indigenous communities' ability to effectively explain their demands, engage in local governance, and guarantee their voices are heard both locally and nationally. Keywords: Indigenous People, Awareness, IPRA Recommendations, Land Rights, Land Displacements, Urban Growth. Glovento Conference, 2025 Page | 6 The Dynamics of ESG and Audit Quality in Indonesia: A Study of 6 Cement Companies 1Payamta, 2Wiwi Haryanti Lima, 3Audrey Kimberly Putri Maase 1,2,3Faculty of Economics & Business, Sebelas Maret University, Surakarta, Indonesia AbstractThis study investigates the relationship between corporate governance, financial factors, and audit quality in the cement industry from 2014 to 2023. Specifically, it explores the effects of ESG Disclosure Quality, Leverage, and Total Assets on Audit Quality and Investment Efficiency. Using a regression model, the findings indicate that ESG Disclosure Quality positively and significantly impacts both audit quality and investment efficiency, supporting stakeholder theory and legitimacy theory. Leverage shows a negative effect on audit quality, consistent with agency theory, while its impact on investment efficiency remains statistically insignificant. Total Assets significantly influence investment efficiency, in line with the resource-based view, but have no significant effect on audit quality. These results highlight the crucial role of governance and transparency in shaping corporate outcomes within the cement sector. The study suggests that improving ESG practices, managing leverage effectively, and optimizing resource utilization can enhance audit performance and investment efficiency. These findings offer practical recommendations for firms, auditors, and policymakers, emphasizing the importance of sustainable practices in the cement industry for long-term growth and transparency. Keywords: Audit Quality, ESG Disclosure, Leverage, Investment Efficiency, Cement Industry. Glovento Conference, 2025 Page | 7 Risk-Based Internal Audit: A Strategy for Managing Credit Risk in BPR Banks 1Payamta, 2Salta 1,2Faculty of Economics and Business, Sebelas Maret University, Surakarta, Indonesia AbstractThis study aims to examine the factors influencing credit risk (NPL) in banks, focusing on internal control (IC), risk management (RM), bank size (SIZE), and bank capital (CAR). The research employs multiple regression analysis to test the relationships between these variables and credit risk. Data were collected from banks' financial reports, and the model’s validity was confirmed through statistical tests. The results show that internal control and risk management have a negative and significant impact on NPL, supporting the view that strong internal oversight and proactive risk strategies reduce loan defaults. Bank size, however, has a positive and significant relationship with NPL, aligning with the Too-Big-To-Fail theory, suggesting that larger banks may engage in riskier lending practices. Additionally, bank capital is negatively associated with NPL, consistent with the Buffer Theory of Capital, indicating that well-capitalized banks are better equipped to absorb losses. The model explains 64.2% of the variation in credit risk (R-squared = 0.642), with an F-statistic of 56.78 (p = 0.000), confirming its statistical significance. These findings highlight the importance of internal controls, effective risk management, and maintaining strong capital buffers. Policymakers should impose stricter capital requirements for large banks to mitigate excessive risk-taking. Future research could explore macroeconomic factors and industry-specific risks to provide a broader perspective on credit risk. Keywords: Credit Risk, Internal Control, Risk Management, Bank Size, Capital Adequacy. Glovento Conference, 2025 Page | 8 Awareness and Usage of Information Communication Technology (ICT) Tools for Disaster Management in Eastern Visayas 1Marieli Cherry C Cipres, 2Dr. Leah M. Donato 1,2University of the Cordilleras, Baguio City, Philippines AbstractThis study examined the awareness and usage of Information and Communication Technology (ICT) tools for Disaster Risk Management (DRM) in three municipalities of Eastern Visayas, Philippines. It aimed to understand the perceptions of various stakeholders, including Provincial Disaster Risk Reduction Management Officials and Community Residents, and to analyze differences in awareness and usage among the municipalities and respondent groups. Using a survey design with stratified random sampling, the results showed varying levels of Information Communication Technology Tool awareness and usage. Emergency Short Message Services (SMS) alerts and government websites—Philippine Atmospheric, Geophysical, and Astronomical Services Administration (PAGASA), National Disaster Risk Reduction and Management Council (NDRRMC), and Philippine Institute of Volcanology and Seismology (PHIVOLCS)—were widely recognized, while mobile applications—Project Nationwide Operational Assessment of Hazards (NOAH), the BATINGAW mobile application—and some social media platforms had lower adoption rates, especially among Barangay Officials and the Volunteer Fire Brigade. One of the research locales, coded as Municipality 2, reported significantly higher awareness and usage, and PMDRRM officials had greater awareness than others, while the Volunteer Fire Brigade had the lowest. Statistical analysis revealed significant differences based on municipality and respondent category. The findings highlight the need for targeted training and infrastructure improvements to enhance the effectiveness of ICT tools in disaster preparedness and response. Keywords: Information Communication Technology Tools, Disaster Risk Management, Awareness, Usage, Eastern Visayas, Mobile Applications. Glovento Conference, 2025 Page | 9 The Sensitivity of Translating Political News & Texts 1Soheil Atashian, 2Aisha Al-Sinani 1,2University of Nizwa, Nizwa, Oman AbstractNews discourse and political texts have always gained integral attention within the realm of linguistics and, in particular, discourse analysis. The sensitivity of the topic has made the researchers treat it cautiously while approaching the analysis of the political texts. Given the increasing importance of political translation today, this research highlights its importance and the challenges that translators may face while dealing with political texts. It seeks to provide effective solutions. Researchers used both quantitative and qualitative methods to collect the data. Data were collected from translation students within several Arab nations, such as Oman, Egypt, and Saudi Arabia, from different ages and in various academic years. A questionnaire was distributed to the students using different social media platforms to obtain the necessary information. The results showed variation in the level of students' success in avoiding linguistic errors that cause misinterpretation. Furthermore, the current study concluded that not having a political background and poor choice of appropriate political words were the main reasons for producing unclear and incomprehensible texts. Keywords: Political Discourse, Political Translation, Political Background, Target Text. Glovento Conference, 2025 Page | 10 Transculturalizing Space in Arab Diasporic Poetry: A Spatial Study of Naomi Shihab Nye’s Poetry Collection Transfer Eman Mukattash Department of English Language and Literature, University of Jordan, Jordan AbstractIn the aftermath of the spatial turn which started in the seventies of the previous century, much attention has been given to the representation of space in literary criticism. Prior to that, space either served as a background for the events in the literary work or was viewed within an extremely narrow scope which defined it as either central or peripheral. With such reductive readings, the need for a revolutionary critical approach to space in literary criticism has risen, not only in the frequently read literary genres, but in the more recent ones. A case in point is Arab diasporic literature, in which space plays an integral role not only in shaping the diasporic’s relation to the native and the foreign lands, but in shaping the cross-cultural relations he engages in as well. In the poetry collection Transfer (2011) by the Palestinian-American author Naomi Shihab Nye, space is perceived beyond the physical reality of the native or the diasporic places which witness the interaction between the diasporic and the foreigner and is, therefore, transculturalized. This transcultural space, as concluded from the analysis of a selection of the poems from Transfer, is marked by a number of features. First, it cannot be defined geographically (as central or peripheral), it cannot function outside a specific context, and it cannot be separated from the discourse of the text. In this sense, not only would adopting a spatial approach to Arab diasporic literature help deconstruct the traditional approach to space, but it would also help approach the most commonly raised questions in Arabic diasporic literature from a transcultural perspective. Keywords: Spatiality, Arab Diasporic Poetry, Peripherality, Transculturalizing Space, Discourse, Power Relations, Social Interaction. Glovento Conference, 2025 Page | 11 Measuring Globalization in Higher Education: Developing a Scorecard for Social Impact and Academic Excellence Dr. Lincoln D. Johnson University of Nevada Las Vegas, College of Education Department of Early Childhood, Multilingual and Special Education AbstractGlobalization has become a defining feature of higher education, reshaping institutions through international collaboration, student mobility, and the integration of global perspectives in curricula. Yet, measuring the extent and impact of globalization in higher education remains a challenge. This presentation introduces a comprehensive Globalization Scorecard designed to assess how institutions engage with globalization across academic, social, and economic dimensions. Drawing on interdisciplinary frameworks from sociology, education, and policy studies, the scorecard evaluates indicators such as international student representation, global research partnerships, cultural inclusivity, and equity in access to international opportunities. Through case studies and preliminary findings, this presentation highlights trends, gaps, and best practices in institutional globalization efforts. It emphasizes the scorecard’s utility as both a diagnostic tool for self-assessment and a benchmark for promoting accountability and innovation in higher education. By exploring the broader implications of globalization on social equity and academic excellence, this study invites educators, policymakers, and researchers to collaboratively enhance the role of higher education in an interconnected world. Glovento Conference, 2025 Page | 12 The Role of Leadership in Promoting Diversity, Equity and Inclusion in Work Organizations Iulia Andreea Rusu PhD Student, University of Economic Studies, PiațaRomană No. 6, Bucharest, Romania AbstractThis paper aims to examine the critical role of leadership in advancing diversity, equity, and inclusion (DEI) within work organizations. The primary objective is to demonstrate that leadership commitment is essential for translating DEI values into sustainable practices that enhance organizational culture, performance, and equity. By synthesizing findings from several studies, this research identifies key leadership theories, such as transformational leadership, servant leadership, and social identity theory, and explores how these frameworks inform inclusive practices. The analysis highlights effective strategies adopted by leaders to promote DEI, including equitable hiring, mentorship and sponsorship programs, bias-free promotion pathways, and the creation of psychologically safe environments. In parallel, the paper critically examines barriers to effective DEI implementation, such as unconscious bias, resistance to change, lack of accountability, and limited representation in leadership roles. These challenges are addressed through evidence-based approaches and examples of organizational best practices. The findings reinforce the business case for DEI, linking inclusive leadership with improved financial performance, greater innovation, and increased employee engagement. Moreover, the study argues that DEI initiatives must be embedded into core business strategy and supported through measurable accountability systems to achieve lasting organizational transformation. This research contributes to the greater knowledge of inclusive leadership by providing a systematic synthesis of current research, as well as practical recommendations for leaders, managers, and regulators. It asserts that leadership is not just a catalyst for DEI but also a critical determinant in cultivating equitable, high-performing, and future-ready companies. Keywords: Diversity, Equity, Inclusion, Leadership, Workplace Culture, Organizational Success. Glovento Conference, 2025 Page | 13 A Study of the Challenges in Compensation Management in the Thai Public Sector for Attracting and Retaining High-Performance Personnel 1Sureerat Sumree, 2Phichak Phutrakhul 1,2Srinakharinwirot University, Bangkok, Thailand AbstractCompensation is a vital tool that organizations use to reward employee performance, as well as to attract and retain high-performance personnel. Therefore, effective compensation management plays an important role in encouraging both personnel and organizational performance, especially in the public sector, which has the responsibility of serving the public interest. However, the Thai public sector continues to face criticism regarding inefficiencies in its bureaucratic system. One major issue is that its compensation management fails to attract talent and align with the nature of the work, making it difficult to retain high-performance personnel. To better understand these issues and to propose appropriate approaches for improving compensation management in the Thai public sector, this article aims to study the challenges in compensation management in the Thai public sector for attracting and retaining high-performance personnel through the lens of the compensation management concept. According to the findings, the main challenges include a limited public budget, perceived unfairness in the compensation system, and uncompetitive rewards for high-performance personnel. If compensation in the Thai public sector is appropriately developed based on the compensation management concept and in response to these challenges, it could help attract and retain high-performance personnel, reduce turnover, and enhance both personnel and organizational performance. Keywords: Compensation Management, High Performance, Thai Public Sector. Glovento Conference, 2025 Page | 14 From a hybridity perspective, the "Little Ganesha" IP exemplifies Bhabha’s (1994) third space. Rather than simply fusing two traditions, the design produces a new symbolic identity that invites multiple readings. Moreover, the perception of authenticity—often debated in postmodern cultural theory—is shown here to be dynamic and relational. Thai participants’ affective engagement with Ganesha stemmed from cultural proximity, while Chinese viewers evaluated authenticity more through design literacy and symbolic familiarity. The study also affirms Lupton’s (2010) position that design is not only a vehicle of communication but a site of meaning production and cultural negotiation. IX. CONCLUSION This study offers theoretical and practical insights into how culturally hybrid symbols can be adapted into IP design through semiotic strategies and visual coherence. By focusing on the "Little Ganesha" IP, the research demonstrates that the successful transformation of traditional cultural symbols depends not only on visual innovation but also on cultural sensitivity and audience dialogue. The implications of this study are significant for graphic designers, brand strategists, and cultural policymakers. It shows that cross-cultural IP design can serve as a form of soft power, identity negotiation, and heritage preservation—if approached with symbolic literacy and ethical awareness. References 1. Appadurai, A. (1996). Modernity at large: Cultural dimensions of globalization. University of Minnesota Press. 2. Arnheim, R. (1954). Art and visual perception: A psychology of the creative eye. University of California Press. 3. Barthes, R. (1977). Image, music, text (S. Heath, Trans.). Hill and Wang. 4. Bhabha, H. K. (1994). The location of culture. Routledge. 5. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. 6. Clunas, C. (1997). Art in China. Oxford University Press. 7. Hall, S. (1997). Representation: Cultural representations and signifying practices. Sage Publications. 8. Holt, D., & Cameron, D. (2010). Cultural strategy: Using innovative ideologies to build breakthrough brands. Oxford University Press. 9. Iwabuchi, K. (2002). Recentering globalization: Popular culture and Japanese transnationalism. Duke University Press. 10. Jameson, F. (1991). Postmodernism, or, the cultural logic of late capitalism. Duke University Press. 11. Krairiksh, P. (2012). The roots of Thai art. River Books. 12. Lupton, E. (2010). Thinking with type: A critical guide for designers, writers, editors, & students (2nd ed.). Princeton Architectural Press. 13. Manovich, L. (2001). The language of new media. MIT Press. 14. Napier, S. J. (2006). Anime from Akira to Howl's Moving Castle: Experiencing contemporary Japanese animation. Palgrave Macmillan. 15. Nussbaum, M. C. (2010). Not for profit: Why democracy needs the humanities. Princeton University Press. 16. Saussure, F. de. (1916). Course in general linguistics (C. Bally & A. Sechehaye, Eds.; W. Baskin, Trans.). McGraw-Hill. 17. Wong, W. (2018). Principles of form and design. Wiley. 18. Yano, C. R. (2013). Pink globalization: Hello Kitty's trek across the Pacific. Duke University Press. Glovento Conference, 2025 Page | 21 Undergraduate Students’ Voices on Generative AI: Advantages and Challenges in Cultural Industry Management at SFU 1Zhengyi Zhao, 2You Zhou, 3Li Hua, 4Mongkhon Narmluk, 5Tanatorn Tongsumrit 1,4,5Faculty of Industrial Education & Technology, King Mongut’s Univeristy of Technology Tonburi, Bangkok, Thailand 2Graduate School of Management & Innovation, King Mongut’s Univeristy of Technology Tonburi, Bangkok, Thailand 3Sichuan Film and Televison Univeristy, Chengdu, China AbstractWith the rapid advancement of generative artificial intelligence (GenAI), cultural industry education is facing both unprecedented opportunities and challenges. This study investigates the perceptions, application practices, and future expectations of undergraduate students majoring in Cultural Industry Management at Sichuan Film and Television Academy regarding the use of GenAI tools such as ChatGPT and Midjourney. Using a quantitative survey method, data were collected from 300 students across four academic years. The survey focused on three dimensions: perceived benefits of GenAI in learning, practical usage in academic and creative contexts, and expectations for its role in future career development.Findings indicate a generally positive attitude toward GenAI. Students highly recognized its value in improving learning efficiency, supporting repetitive or complex tasks, and enhancing confidence in academic work. GenAI was widely applied in cultural project planning, creative content production, and brainstorming, while its role in formal academic writing received more cautious feedback. Students also expressed strong anticipation for the integration of GenAI-related training into their curriculum, reflecting a perceived gap between technological development and educational implementation.The study highlights the emerging importance of AI literacy as a foundational competency in cultural industry education. It suggests that universities should actively respond to students’ needs by incorporating AI education into general and professional training, emphasizing both technical skills and ethical awareness. While the study provides meaningful information, future research should incorporate qualitative methods to capture deeper insights and expand sample diversity across institutions. Keywords: Generative AI, Cultural industry management, Undergraduate education, AIliteracy, Student perception, Curriculum reform. I. INTRODUCTION With the rapid development of artificial intelligence, cultural industry management is experiencing transformative opportunities in areas such as content creation, market decision-making, project operation, and user experience. AI tools not only enhance the efficiency of content production and the precision of communication but also drive the shift toward intelligent and immersive cultural consumption. However, this transformation also poses new challenges, requiring adjustments in talent development structures, strengthened cross-disciplinary integration capabilities, the establishment of data-driven operational models, and responses to ethical and copyright issues brought about by AI. Only by harnessing technological empowerment while upholding cultural values can the cultural industry achieve high-quality and sustainable development in the age of AI.Generative AI, such as ChatGPT, Midjourney, deepseek, and other large language or image models, is emerging as a transformative tool in higher education. For university students, especially in disciplines like communication, cultural management, and creative industries, generative AI can significantly enhance learning, creativity, and problem-solving capabilities. It supports students in brainstorming ideas, Glovento Conference, 2025 Page | 22 structuring academic papers, visualizing projects, and developing content rapidly. More importantly, it encourages self-directed learning, improves language expression, and cultivates computational thinking and interdisciplinary literacy. II. USING FOR METHODOLOGY Research into student perceptions of Artificial Intelligence (AI) and Generative AI (GenAI) has predominantly employed various methodologies, ranging from quantitative survey designs to qualitative explorations. A substantial number of studies, such as those byChan and Hu (2023)and Abbas et al. (2023), exemplify the quantitative approach where structured surveys are used to quantify student opinions and attitudes towards AI technology(Chan & Hu, 2023; Abbas et al.,2023).In contrast, some studies have expanded methodologies by incorporating open-ended survey questions and semi-structured interviews, enabling more nuanced insights into student perceptions. For instance, Xu and Li (2024)included open-ended questions allowing students to express their thoughts freely, while others, such asBailey et al. (2021)andYildiz Durak (2023), used semi-structured interviews to delve deeper into student experiences and views(Xu & Li, 2024; Bailey et al., 2021; Yildiz Durak, 2023). This study employed a survey research design to investigate the use, perceived advantages, and future implications of generative artificial intelligence (Generative AI) among undergraduate students in the Cultural Industry Management program at Sichuan Film and Television Academy. The questionnaire was designed around three key dimensions: students’ perceptions of the benefits of generative AI, its application in academic and creative activities, and their views on the future of AI in the cultural industry and its relevance to career development.The survey consisted entirely of closed-ended questions using a 5-point Likert scale, allowing for quantitative analysis of the data. A convenience sampling method was adopted, targeting currently enrolled students in the program. The questionnaire was distributed via an online platform, and all participants were provided with an informed consent statement before beginning the survey, ensuring voluntary and anonymous participation.A total of 300 valid responses were collected, covering students of various year levels, genders, and experiences with AI tools. The collected data were analyzed using descriptive statistical methods to identify overall patterns and characteristics related to student cognition, application practices, and future expectations. The findings aim to offer theoretical insight and practical recommendations for enhancing AI literacy in cultural industry management education. III. RESULT Participants in this study were undergraduate students majoring in Cultural Industry Management at Sichuan Film and Television Academy.A total of 300 valid responses were collected. Among the participants, female students made up the majority of 69.33%, reflecting the gender distribution of the program and males were 22%. Moreover, there are 8.67% of students which did not want to reveal their gender information as shown in Table1. Students from all four academic years (Year 1 to Year 4) participated in the survey, providing a diverse sample across different stages of university study. This relatively balanced distribution allowed for meaningful comparisons across year levels in terms of AI awareness and usage. Regarding experience with generative AI technologies (such as ChatGPT, Midjourney, Deepseek, etc.), most respondents reported that they had never used AI tools. The statistics had shown that 21.8% reported rarely using generative AI,29.1% used it occasionally,9.8% used it frequently, and 6.0% reported using it almost daily.Meanwhile, 33.3% indicated that they had never used generative AI tools before as shown in Figure 1. Glovento Conference, 2025 Page | 23 Table 1 Demographic Information Basic Information Count Percentage Grade 1 35 11.70% 2 140 46.70% 3 87 29.00% 4 38 12.60% Gender Male 66 22% Female 208 69.33% Prefer not to say 26 8.67% Figure 1 Usage Frequency These results suggest a generally high level of awareness and moderate engagement with generative AI among students in this field, laying a solid foundation for analyzing their perceptions and expectations regarding its use in education and future career development. Table 2 Perceived Advantages of Generative AI Measurement Item N Mean Std Deviation Generative AI tools improve my learning efficiency. 300 4.21 0.927 Generative AI enhances my creativity in academic and project work. 300 3.94 1.007 AI tools help me complete complex/repetitive tasks more easily. 300 4.18 0.912 Using AI improves the quality of my work (e.g., writing/visual design). 300 4.01 0.988 Using generative AI tools increases my confidence in completing course tasks. 300 4.11 0.943 This study explored students’ perceptions of generative AI in academic and creative tasks. Results showed a consistently positive attitude, with all five items scoring above 4.00. Students strongly agreed that AI improves learning efficiency (x = 4.21, SD = 0.93) and assists with complex or repetitive tasks (x = 4.18, SD = 0.91). They also noted AI’s role in boosting confidence (x = 4.11) and enhancing output quality (x = 4.01). However, AI’s contribution to creativity received a lower score (x = 3.94, SD = 1.01), suggesting some uncertainty. Low standard deviations (0.91–1.01) indicated a high level of agreement. Overall, the findings support the potential of integrating generative AI into curriculum design for cultural and creative education. Glovento Conference, 2025 Page | 24 Table 3 Applications of Generative AI in Learning and creative practice I use generative AI to write academic reports or course papers. 300 3.41 1.209 I use AI tools to assist in cultural project planning or presentation creation. 300 3.94 0.984 I use AI to create posters, copywriting, and promotional materials. 300 3.89 0.997 Generative AI helps me brainstorm for group projects. 300 3.94 1.008 I frequently explore new applications of generative AI in learning tasks. 300 3.86 1.013 This part of the study focused on how students in the Cultural Industry Management program are using generative AI in real academic and creative tasks. Survey responses from 300 students revealed that overall attitudes were quite positive,with most students actively applying AI in practical learning scenarios.The highest mean scores came from students using AI to assist with cultural project planning or preparing presentation content (x = 3.94), as well as to generate ideas for assignments and group projects (x = 3.94). These results show that AI tools are especially valued for brainstorming and project-based thinking—areas where creativity and efficiency matter. Students also reported frequent use of AI for creating posters, copywriting, and promotional materials (x = 3.89), highlighting AI’s strong role in supporting communication and visual content creation. Many students are also actively exploring how AI can be applied to their learning tasks (x = 3.86), showing a sense of curiosity and a willingness to experiment beyond what’s required in class. Interestingly, responses were more varied when it came to using AI for academic writing, such as course papers or reports. This item received the lowest mean as shown in Table 3. Table 4 Perception of AI’s future impact career relevance Measurement Item N Mean Standard Deviation Generative AI will play a significant role in the future development of cultural industries. 300 4.18 0.937 Mastering AI tools is essential for future cultural industry professionals. 300 4.17 0.888 AI will transform the planning, promotion, and operation of cultural projects. 300 3.94 0.975 AI knowledge will enhance my future job competitiveness. 300 4.08 0.973 I hope our curriculum will incorporate more AI tools and training. 300 4.14 0.959 In the fourth part of the survey, 300 undergraduates majoring in Cultural Industry Management demonstrated consistent and forward-looking perceptions of generative AI. Most students agreed that AI would play a significant role in the future development of the cultural industry (x = 4.18, SD = 0.937) and that mastering AI tools is essential for future professionals (x = 4.17, SD = 0.888). They recognized AI’s potential to impact project planning, communication, and operations (x = 3.94, SD = 0.975), although with some cautious optimism. The majority believed that acquiring AI knowledge would enhance their employability (x = 4.08, SD = 0.973) and expressed strong support for integrating AI tools and related training into university curricula (x = 4.14, SD = 0.959). The low standard deviations (0.888–0.975) indicated a high degree of consensus among respondents. These findings suggest that students perceive generative AI not merely as a tool for academic support but as a critical competency for career development. They also expect higher education institutions to provide structured curricular support and practical training to help them apply AI effectively in both academic and professional contexts. IV. CONCLUSION Students generally agree that generative AI has positive value, especially in improving learning efficiency, completing repetitive tasks, and enhancing learning confidence. Students regard AI as an Glovento Conference, 2025 Page | 25 effective tool that can assist learning and enhance the quality of have a high degree of recognition and acceptance. At the same time, students can create higher efficiency through AI technology in the actual projects of cultural project operation and management, and can more confidently demonstrate their creativity, innovation and flexibility as cultural industry managers in actual projects. Otherwise, In terms of future development, students unanimously believe that generative AI will play an important role in the future development of the cultural industry, and mastering AI tools will help enhance employment competitiveness. At the same time, students expressed clear expectations for curriculum system reform, hoping that colleges and universities can systematically introduce AI tools and related training into professional teaching to improve their comprehensive literacy and industry adaptability. Reference 1. Russell, S., & Norvig, P. (2010). Artificial Intelligence: A Modern Approach. 3rd Edition. Prentice Hall. 2. Tredinnick, L. (2017). The New AI: Artificial Intelligence in the Organisation. In The Digital Economy: A Sociotechnical Perspective. Springer. 3. Maedche, A., Morana, S., & Schacht, S. (2019). Augmenting Human-Machine Collaboration in Organizations: The Role of AI in Knowledge Sharing. 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S. D., Sunga, J. E. T. A., Marin, A. J. B., … & Limos-Galay, J. A. (2024). Benefits of ai chatbots and engagement of senior high school students in divine word college of san jose. International Journal of Research Studies in Educational Technology, 8(4). https://doi.org/10.5861/ijrset.2024.8036 13. Xu, J. and Li, J. (2024). Effects of ai affordances on student engagement in efl classrooms: a structural equation modelling and latent profile analysis. European Journal of Education, 59(4). https://doi.org/10.1111/ejed.12808 14. Chan, C.K.Y. and Hu, W. (2023) Students’ voices on Generative AI: Perceptions, benefits, and challenges in Higher Education - International Journal of Educational Technology in higher education,SpringerOpen. https://educationaltechnologyjournal.springeropen.com/articles/10.1186/s41239-023-00411-8 (Accessed: 10 April 2025). 15. Bailey, D., Southam, A., & Costley, J. (2021). Digital storytelling with chatbots: Mapping L2 participation and perception patterns. Interactive Technology and Smart Education, 18(1), 85-103. https://doi.org/10.1108/ITSE-08-2020-0170 Glovento Conference, 2025 Page | 26 16. Yildiz Durak, H. (2023). Conversational agent-based guidance: Examining the effect of chatbot usage frequency and satisfaction on visual design self-efficacy, engagement, satisfaction, and learner autonomy. Education and Information Technologies, 28, 471-488. https://doi.org/10.1007/s10639-022-11149-7 Glovento Conference, 2025 Page | 27 Designing Hybrid Cultural Symbols in IP Branding: Sino-Thai Fusion for Global Communication 1Cheng Liu, 2Noppadon Sangwaipetch 1,2Faculty of Fine and Applied Arts, Suan Sunandha Rajabhat University, Thailand AbstractIn the digital age, cultural symbols have become powerful communicative tools that transcend geographic and linguistic boundaries. This research investigates how culturally hybrid design—particularly the blending of Chinese and Thai cultural symbols—enhances the communicative power and global branding of intellectual property (IP) images. Using the “Little Ganesha” IP as a case study, the study analyzes the integration of Thai religious iconography and Chinese decorative patterns in the service of brand communication. Drawing upon theories of cultural hybridity, brand semiotics, and intercultural marketing, the research employs qualitative methods including document analysis, expert interviews, and focus groups. The findings reveal that culturally hybrid design strengthens symbolic identification and market appeal, provided that it maintains visual coherence and cultural authenticity. Moreover, audience engagement is significantly influenced by perceived intentionality and cultural respect. This study provides both theoretical insight and practical strategies for designers and brand developers seeking to create culturally resonant, globally marketable IP imagery. I. INTRODUCTION AND BACKGROUND In an era characterized by cultural convergence and digital globalization, the boundaries between local identity and global visual culture have become increasingly fluid. Intellectual property (IP) design—particularly in the form of brand mascots, character logos, and merchandise icons—plays a crucial role in constructing visual narratives that communicate across cultural divides (Iwabuchi, 2002; Holt & Cameron, 2010). The emergence of hybrid IP characters that draw upon multiple cultural traditions is a testament to the growing demand for multicultural aesthetics in global markets. The "Little Ganesha" IP, a design that merges the Thai Hindu-Buddhist deity Ganesha with traditional Chinese color schemes and symbolic patterns, serves as a compelling example of such hybridization. This study investigates how these culturally fused elements contribute to the brand communicative function of IP design and how they affect consumer perception across diverse audiences. While previous research has examined cultural hybridity in animation (Napier, 2006) and branding (Lupton, 2010), little attention has been paid to intra-Asian symbolic convergence and its effect on brand identity formation. In particular, there is a lack of scholarly engagement with how visual symbols from culturally rich Southeast Asian traditions are recontextualized in graphic branding aimed at global consumers. This study aims to fill this gap by examining how Sino-Thai visual fusion in the “Little Ganesha” IP communicates brand values, builds emotional engagement, and negotiates cultural authenticity. The research situates this case within broader theoretical debates on hybridity, brand semiotics, and cross-cultural design ethics. II. RESEARCH OBJECTIVES AND QUESTIONS 2.1 Objectives To explore how cultural hybridity influences the communicative function of IP graphic design. To analyze how traditional Thai and Chinese cultural symbols are used in branding strategies. Glovento Conference, 2025 Page | 28 To evaluate audience interpretations of hybridized IP imagery in terms of trust, appeal, and perceived authenticity. 2.2 Research Questions How does the integration of Thai and Chinese symbols in the “Little Ganesha” IP contribute to brand communication? What are the key design strategies used to maintain cultural authenticity while appealing to international markets? How do consumers from different cultural backgrounds interpret the hybrid visual identity of the “Little Ganesha” IP? III. RESEARCH HYPOTHESES H1: Culturally hybrid IP imagery enhances brand communication by increasing symbolic familiarity and emotional engagement. H2: The success of cross-cultural branding depends on the perceived intentionality and cultural knowledge embedded in the design. H3: Visual coherence and culturally respectful design mediate the consumer perception of authenticity and trustworthiness in hybrid IPs. IV. LITERATURE REVIEW 4.1 Brand Semiotics and Visual Identity Semiotics, as applied to branding, explores how signs construct meaning and influence consumer behavior. In brand design, symbols act as carriers of collective identity and emotional resonance (Barthes, 1977; Holt & Cameron, 2010). The fusion of cultural symbols in brand identities can increase recognition and memorability, particularly when symbolic forms are drawn from deep-seated cultural narratives (Eco, 1976). In the “Little Ganesha” IP, visual signs such as Ganesha’s elephant head, Chinese cloud motifs, and auspicious color palettes operate as a network of signifiers that simultaneously invoke spiritual, playful, and prosperous meanings. This multiplicity enhances brand semiotic richness. 4.2 Cultural Hybridity and Branding Cultural hybridity, as theorized by Bhabha (1994), offers a framework for understanding how hybrid identities can emerge in visual design. Hybrid brands are not mere composites of traditions—they construct a "third space" where new meaning is produced. Scholars such as Iwabuchi (2002) and Garcia Canclini (1995) have examined how cultural mixing in branding can increase international appeal while retaining cultural specificity. Hybrid characters like “Little Ganesha” embody this dual function: they remain culturally rooted while being universally approachable. Similar trends can be seen in IPs like Kung Fu Panda, Totoro, and Pokémon, where symbolic universality and regional specificity coalesce (Yano, 2013). 4.3 Visual Grammar and Cross-Cultural Design Gestalt principles (Arnheim, 1954) and Eastern visual grammars (Clunas, 1997; Krairiksh, 2012) inform the composition of culturally hybrid designs. For instance, the symmetrical layout and circular harmony typical of both Chinese and Thai art traditions provide a compositional basis for visual coherence. Wong (2018) emphasizes that cross-cultural design must appeal to both perceptual psychology and cultural literacy. Glovento Conference, 2025 Page | 29 Designers must therefore understand not just “what looks good,” but “what feels familiar” across multiple cultural audiences. Successful hybrid branding hinges on balancing novelty with visual comfort. 4.4 Ethical Considerations in Cultural Branding As Nussbaum (2010) and Sandel (2009) argue, designers must be ethically aware when working with sacred or culturally sensitive symbols. Misappropriation risks alienating target audiences and undermining brand trust. Authenticity is not only aesthetic—it is relational and contextual (Hall, 1997). The ethical dimension of branding is particularly urgent when adapting religious figures like Ganesha for commercial use. Respectful design involves research, collaboration with cultural experts, and sensitivity to spiritual meaning. As the interviews and focus groups reveal, audiences are more forgiving of symbolic transformation when designers demonstrate knowledge and reverence. V. METHODOLOGY 5.1 Research Design A qualitative interpretivist design was employed to capture the nuanced meanings and cultural interpretations of hybrid IP imagery. The study used three methods: a. Document analysis of visual artifacts and brand case studies. b. In-depth interviews with IP designers, marketers, and cultural experts. c. Focus group discussions with Thai and Chinese participants aged 18–35. 5.2 Data Analysis Thematic analysis was conducted using NVivo, focusing on categories such as “symbolic resonance,” “brand trust,” “visual coherence,” and “sacred commodification.” Discourse from interviews and group discussions was triangulated with findings from literature and visual analysis. VI. FINDINGS 6.1 Hybrid Symbols Enhance Brand Engagement Participants described the “Little Ganesha” IP as “memorable,” “friendly,” and “meaningful.” The fusion of Thai spirituality and Chinese prosperity symbols made the character emotionally and symbolically rich. Chinese participants appreciated the colors and cloud motifs; Thai participants focused on posture, expression, and sacred references. 6.2 Perceived Respect Drives Trust Both groups emphasized that cultural respect—seen in posture accuracy, symbolic harmony, and color logic—was essential for credibility. Participants responded positively when the design was perceived as informed and intentional, rather than opportunistic. 6.3 Visual Coherence as Marketability Factor Participants preferred IP images that were visually balanced and symbolically integrated. Fragmented or clashing designs were seen as confusing or inauthentic. Coherent visual grammar was linked to commercial appeal. The key findings can be summarized as: 6.4 Cultural Hybridity Enhances Symbolic Layering The “Little Ganesha” IP succeeds in creating a multi-layered symbol system that resonates with different cultural audiences. Thai viewers recognize sacred form and religious context; Chinese Glovento Conference, 2025 Page | 30 4) The square base conveys the “stability” of a traditional seal. The “upper part” features a “huiwen” (key-fret) pattern derived from Bronze Age motifs of the Shang and Zhou dynasties, subtly referencing ancient cultural charm. The lower solid block symbolizes the steadiness and inclusiveness of the "Zhai" (studio) ( Figure 8). The color red is selected, consistent with the standard color used for the brand’s typography. Red is a common color in traditional seals, symbolizing cultural richness and festive sentiment, while also maintaining high recognizability across various backgrounds. Figure 8 Standard Dimensions of the Mushizhai Brand Graphic Logo Source: Researcher (2025) When the graphic logo is presented independently as the main element, pure white is used as a secondary color, applied to dark backgrounds such as black and red (Figure 9). Figure 9 Mushizhai Brand Graphic Logo Source: Researcher (2025) 5) The combination of the graphic and text elements is presented in both horizontal and vertical formats. In the horizontal version, the graphic symbol is positioned on the left, and the text logo on the right, aligned along the same baseline to achieve visual balance (Figure 10). The horizontal logo is more suitable for wide-format applications (such as website headers, banners, business cards, and brochures), emphasizing a parallel layout of "seal • inscription" that conveys visual balance and stability. Glovento Conference, 2025 Page | 37 Figure 10 Horizontal Version of the Mushizhai Brand Logo Source: Researcher (2025) In the vertical version, the graphic symbol is positioned at the top, with the text elements “Mu,” “Shi,” and “Zhai” arranged vertically and center-aligned. The overall layout evokes the feeling of a traditional seal with a sense of visual continuity from top to bottom (Figure 11). The vertical logo is more suitable for narrow or vertical formats (such as storefront signage, vertical banners, side packaging, and vertical promotional graphics), emphasizing the layered progression of "seal • inscription" and conveying a scholarly, scroll-like aesthetic. Figure 11 Vertical Version of the Mushizhai Brand Logo Source: Researcher (2025) Both layout formats follow consistent core principles in terms of color scheme and whitespace: cinnabar red is used as the primary identifying color, a clear safe zone with adequate whitespace is maintained, background interference is avoided, and standardized minimum size and proportion guidelines are applied. A pure white background is chosen for the whitespace to ensure strong color contrast with the main logo.R:255,G:255,B:255(Figure12). Glovento Conference, 2025 Page | 38 Figure 12 Logo Clear Space Background Color Source: Researcher (2025) Both the horizontal and vertical versions of the logo offer four commonly used color schemes, suitable for different backgrounds and mediums. All four variants maintain consistent overall dimensions and whitespace standards, differing only in background color and the color of the seal and text, facilitating visual management and selection for various application scenarios (Figure 13) and (Figure 14). White text on black background: Ideal for dark-colored signage, cultural exhibition backdrops, and other deep-background settings. White text on red background: Suitable for festive banners, event vertical flags, and eye-catching promotional materials at traditional exhibitions. Black text on white background: Best for printed manuals, exhibition plaques, brand brochure covers, and other more formal, static mediums. Red text on white background: Appropriate for promotional posters, gift packaging, and embossed designs on the back of brand memorabilia, enhancing interaction with the traditional seal-red aesthetic. Figure 13 Horizontal Logo Arrangement Source: Researcher (2025) Glovento Conference, 2025 Page | 39 Figure 14 Vertical Logo Arrangement Source: Researcher (2025) V. The Practical Showcase of Visual Identity Design Application for the "Mushizhai" Brand 5.1 Packaging Design: Integration of Traditional Forms and Modern Craftsmanship 1) As one of the brand’s key products, the seal carving set features packaging that is minimalist yet emphasizes the brand image. The carved stone product is placed in a white box, while red boxes are used for envelopes and seal carving tools respectively. A red card is used to highlight the brand name. The shopping bag is made of coated paper, making it more durable. (Figure 15) Figure 15 Packaging Set Source: Researcher (2025) 2) Another type of packaging bag for the brand adopts a three-dimensional structure reminiscent of ancient book pouches, echoing the cultural essence of "Mushizhai" as a heritage-oriented brand. Kraft paper is used for packaging lighter products (such as seal paste, calligraphy brushes, etc.) and smaller-sized calligraphy or traditional Chinese painting works. (Figure 16) Glovento Conference, 2025 Page | 40 Figure 16 Product Packaging Bag Source: Researcher (2025) 3) Scroll tubes are used to package large-format calligraphy and traditional Chinese painting works. Since the xuan paper used for these artworks is relatively soft and not easy to carry, storing them in scroll tubes helps prevent damage. (Figure 17) Figure 17 Scroll Tube Source: Researcher (2025) 4) Canvas bags are more widely used and can be given to consumers as complimentary items. Lightweight and foldable, canvas bags are more portable compared to the coated paper shopping bags. (Figure 18) Figure 18 Canvas Bag Source: Researcher (2025) Glovento Conference, 2025 Page | 41 5.2 Brand Artifact Design: Unification of Color System and Typography 1) The three colors of the paper cups correspond to the brand logo's color palette. The logos are arranged side by side, forming a distinct visual language rooted in Chinese aesthetics, thereby reinforcing brand consistency and memorability. (Figure 19) Figure 19 Paper Cups Source: Researcher (2025) 2) As one of the most basic and direct mediums for external communication, the business card serves as a condensed expression of the "MushiZhai" brand's culture and visual identity system. The design emphasizes the brand name "MushiZhai" as the central element, with the graphic logo placed in the background at reduced opacity. (Figure 20) Figure 20 Business Card Source: Researcher (2025) 3) The mouse pad, as a frequently used item in daily office settings, combines practicality with display value. The design highlights the logo graphic as the central visual element. (Figure 21) Figure 21 Mouse Pad Source: Researcher (2025) Glovento Conference, 2025 Page | 42 4) The sealing stickers feature the "MushiZhai" brand logo as the main design element, adopting circular or square compositions that mimic the traditional seal format, reflecting an elegant aesthetic. These stickers are also widely used. (Figure 22) Figure 22 Sealing Stickers Source: Researcher (2025) 5) The brand envelope features a minimalist design but is sealed with a wax seal, which evokes a strong sense of Eastern cultural ambiance and refined elegance. Wax seals are versatile and suitable for formal occasions, making them ideal for special brand communication scenarios, such as exhibition invitations or art salon notices; handwritten thank-you letters for important clients; holiday-exclusive product inserts; and cultural gift packaging for high-end business collaborations. (Figure 23) Figure 23 Envelope and Wax Seal Source: Researcher (2025) 5.3 Signage System Design: Integrating Material and Aesthetic Connotation Due to the reflective nature of glass, the building's exterior billboard uses the brand’s standard red color to enhance visibility and impact. (Figure 24) Figure 24 Exterior Billboard Source: Researcher (2025) Glovento Conference, 2025 Page | 43 2) The illuminated sign adopts a vertically oriented rectangular composition, inspired by traditional Chinese plaques and signboard styles. The primary visual focus is the "Mushizhai" logo. (Figure 25) Figure 25 Illuminated Sign Source: Researcher (2025) 3) For the brand's main door plaque, a dark wood grain background is paired with gold embossed characters, conveying a serene and dignified traditional aesthetic. The use of wood further aligns with the cultural connotation of the word "Zhai" (studio) in the brand name. (Figure 26) Figure 26 Wooden Door Plaque Source: Researcher (2025) 4) The office door sign is an essential visual element of the "Mushizhai" brand in workplace settings. Its design serves basic functions of spatial navigation and departmental identification. The sign features a horizontal rectangular shape, echoing the forms of ancient plaques and name tags, and carries a refined Chinese aesthetic. (Figure 27) Figure 27 Office Door Sign Source: Researcher (2025) Glovento Conference, 2025 Page | 44 VI. CONCLUSION This study takes the "MushiZhai" brand as a case to systematically examine the development patterns of its visual identity (VI) system and audience perception since its establishment in 2022. Through a combination of literature review, comparative brand analysis, field research, and data from intelligent sensing devices, it offers an in-depth exploration of audience acceptance and preferences regarding the brand’s visual elements, including logo, color scheme, and patterns. "MushiZhai" has successfully established strong recognition among core consumers and cultural inheritors through traditional symbols such as handwritten calligraphy, seal motifs, and cinnabar red. However, it shows limited appeal to the younger potential consumer group aged 18–30.The study finds that inconsistencies in color use and whitespace across different communication channels weaken brand coherence. Moreover, visitors spent more time in traditional exhibition zones compared to interactive zones, indicating a need to enhance the experiential aspect of the brand. To balance tradition and innovation, the study proposes the following recommendations: 1) Strengthen VI standardization to ensure consistency and high recognizability across all brand touchpoints; 2) Enhance digital experiences by incorporating AR, dynamic logos, and cross-media storytelling to improve engagement and comprehension among younger audiences; 3) Refine cultural storytelling by developing brand narratives around the history of stone carving, seal engraving techniques, and the calligraphic philosophy of the brand’s founder to enhance readability and emotional resonance; 4) Conduct regular audience research and device-based monitoring to dynamically adjust visual strategies, ensuring alignment between brand imagery and contemporary aesthetics. In summary, while "Mushizhai" remains rooted in traditional cultural values, it must also embrace new media technologies and strictly implement VI consistency. 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In Proceedings of the 2022 4th International Conference on Literature, Art and Human Development (pp. 91–98). Atlantis Press. [https://doi.org/10.2991/978-2-494069-97-8\_12](https://doi.org/10.2991/978-2-494069-97-8_12) 9. Wang, Y., Gani, M. A. A., & Dai, Y. (2024). The impact of Chinese visual elements on brand recognition and customer loyalty in the milk tea industry. Journal of Ecohumanism, 3(8), 1559–1570. [https://doi.org/10.62754/joe.v3i8.5670](https://doi.org/10.62754/joe.v3i8.5670) 10. Zheng, Q., Zhang, S., Liang, J., Chen, Y., & Ye, W. (2023). The impact of cultural memory and cultural identity in the brand value of agricultural heritage: A moderated mediation model. BehavioralSciences,13(2),Article79.[https://doi.org/10.3390/bs13020079](https://doi.org/10.3390/bs13 020079) Glovento Conference, 2025 Page | 46 Figure 9: Rendering Photo credit: Self-drawn Figure 10: Bottle Rendering Photo credit: Self-drawn Figure 11: Bottle Rendering Photo credit: Self-drawn Figure 12: Bottle combination rendering Photo credit: Self-drawn Glovento Conference, 2025 Page | 53 Figure 13: Rendering of terraces Photo credit: Self-drawn Figure 14: Terraced bottle rendering Photo credit: Self-drawn VIII. CONCLUSION Taking Guilin Sanhua Wine as a case study, this study systematically analyses the practical process of integrating regional cultural elements into its packaging design, and empirically investigates the acceptance and transformation effects of visual symbols such as karst landforms, terraced rice paddies, and Elephant Trunk Hill through consumer testing, competitor comparisons, and market data monitoring. The study found that traditional landscape patterns and calligraphic elements gained 89% cultural acceptance among consumers over 35 years old, but only 62% attraction to the younger group of 18-30 years old. The data suggests that differences in material and craftsmanship that exist in multi-channel packaging execution can reduce brand recognition by 28%; traditional physical packaging has a higher consumer reach than digital displays, suggesting the need to enhance interactive experience design. In terms of the integration path between traditional craftsmanship and modern design, this study puts forward the following suggestions: 1) establish a standardised packaging design system to ensure the unified expression of regional symbols in different product lines; 2) introduce AR technology to realise packaging dynamics, triggering a three-dimensional display of landscapes and sceneries through scanning to enhance the participation of young consumers; 3) deepen the cultural narrative, and transform scientific knowledge of winemaking and karst landscape formation into a visual design language; 4) deepen cultural narrative, and turn scientific knowledge of winemaking and karst landscape formation into a visual design language; 5) develop a visual design language for the packaging. 4) Constructing an intelligent monitoring system Glovento Conference, 2025 Page | 54 to track consumers' feedback on packaging elements in real time and achieve dynamic optimisation of design strategies. This study confirms that Guilin Three Flowers Wine, by accurately grasping the modern expression of cultural symbols, effectively enhances the brand's influence among cross-age consumers while maintaining the authenticity of the non-heritage brewing techniques. This case provides a methodological framework of "cultural translation - technological empowerment - dynamic iteration" for packaging innovation in the traditional food and beverage industry. Reference 1. China Research & Intelligence. (2022).Market Analysis of the Rice Wine Industry, 2022-2027". 2. Poon, E. (2020).Designing Cultural Sustainability.Routledge. 3. Wu, L. (2023). Material semiotics in heritage packaging. Design Research, 45(3), 112-129. 4. Zhang, Y. (2021). Generational design preferences in Asian beverages. Journal of Brand Strategy, 10(4), 401-418. 5. Liu, Y., & Zhang, H. (2020). Colour design strategy analysis under the perspective of local culture[J]. Packaging Engineering, 41(15), 220-224. 6. Lu, Y., & Sun, H. (2021). The use of emotional design concepts in packaging colour matching[J]. Art Technology, 34(1), 118-120. 7. Feng, Y. (2021). The application strategy of regional cultural visual resources in brand packaging design[J]. Design, (4), 71-73. 8. He, Y. (2020). Research on the role of serialised packaging design in brand communication[J]. Packaging Engineering, 41(10), 112-115. 9. Huang, J. (2019). Transformation path of regional culture in packaging design under the perspective of innovation[J]. Modern Decoration, (8), 89-91. Glovento Conference, 2025 Page | 55 A Visualized Brain Protection Strategy Applied for Z1-Zone Anchored Thoracic Aortic Endovascular Repair 1Peiyong Hou, 2Pimporn Thongmuang, 3Sarisak Soontornchai, 4Xiaoqiang Qiu 1,2,3Public Health Program, Graduate School, Suan Sunandha Rajabhat University,Bangkok,10300,Thailand 4Department of Epidemiology and Health Statistics, School of Public Health, Guangxi Medical University, Nanning, 530021, Guangxi, China AbstractObjectives: To evaluate the clinical application value of a novel visualized brain protection strategy in Z1 zone-anchored thoracic aortic endovascular repair. Methods: Clinical data of patients with thoracic aortic diseases who were treated in the Department of Vascular Surgery at the Fourth Affiliated Hospital of Guangxi Medical University from January 2020 to December 2024 were retrospectively collected. Cases of thoracic aortic endovascular repair with Z1 zone anchoring under the visualized brain protection strategy (preoperative Willis ring assessment + intraoperative real-time monitoring of craniocerebral perfusion) were selected through the study's inclusion criteria, and the general information, preoperative Willis ring assessment and intraoperative TCD monitoring results, and perioperative-related index of these cases were collected and analyzed. Results: A total of 15 cases were included in the study, all of which underwent TEVAR with Z1 zone anchoring under a visualized brain protection strategy, of which 9 were Standard B aortic dissection and 6 were thoracic aortic aneurysms. Preoperative cranial assessment showed that there were 7 cases (46.7%) with intact Willis ring. Technical success was achieved in all 15 cases (100%), and there were no perioperative deaths; operative duration: 185.5±25.7 (min), intraoperative bleeding: 74±23.2 (ml); 1 case developed postoperative cervical hematoma, the incidence of surgical complications was 6.7% (1/15); 1 case was found new cerebral infarction foci by postoperative cranial magnetic resonance examination, which was asymptomatic cerebral infarction (6.7%). Intraoperative TCD monitoring results: 6 cases showed transient cranial hypoperfusion signals during left common carotid artery stenting, 7 cases captured gas embolic signals during aortic arch angiography, and 1 case captured solid embolic signals during stent release. Conclusions: The visualized brain protection significantly reduces the incidence of perioperative cerebral infarction in Z1-anchored thoracic aortic endovascular repair, and effectively guarantees the smooth implementation of supra-arch two-branch reconstruction for aortic arch disease. Keywords: Thoracic Aortic Disease, Thoracic Aortic Endovascular Repair, Cerebral Perfusion, Transcranial Doppler Ultrasound, Brain Protection. I. INTRODUCTION With the advancement of endovascular devices and interventional techniques, thoracic aorta endovascular repair (TEVAR) has developed into a major treatment option for thoracic aortic disease, and authoritative guidelines [1-3]both at home and abroad strongly recommend TEVAR as the first choice of treatment for anatomically appropriate conditions. Meanwhile, scholars [4-6]have expanded the anchoring zone of endovascular therapy to the aortic arch and even the ascending aorta by using new and advanced techniques such as parallel stenting, in situ/extracorporeal fenestration, and branching stenting, which have made diseases of the aortic arch no longer prohibited from endovascular therapy, but have gradually led to the emergence of single-branch endovascular reconstruction of the arch, double-branch endovascular reconstruction, and even triple-branch endovascular reconstruction of the arch; among them, double-branch endovascular reconstruction, Glovento Conference, 2025 Page | 56 i.e., Z1 zone reconstruction, is the most effective method to treat aortic arch. The two-branch endovascular reconstruction, i.e., Z1-anchored TEVAR, is more widely used in clinical practice. Given the cranial hypoperfusion and embolic events associated with TEVAR, perioperative ischemic stroke remains its primary complication of concern, with studies suggesting that the incidence of TEVAR-related ischemic stroke ranges from 4.4-11%[7, 8], and asymptomatic cerebral infarction are even higher, ranging from 34% to 81% [9], and even more worrisome is that asymptomatic cerebral infarction are identified as an independent risk factor for long-term symptomatic stroke, depression. The Z1-anchored TEVAR procedure requires reconstruction of the left common carotid and left subclavian arteries, which is associated with a higher risk of cerebral infarction, and requires effective brian protection strategies. Willis ring-based assessment and visualization of intraoperative cerebral perfusion flow in TEVAR is a new idea for brain protection strategies. In our center, we utilize transcranial doppler ultrasound (TCD) to assess the individual variation of Willis ring and monitor the cerebral perfusion flow during TEVAR in real time, so as to provide feedback and improve the interventional operation, and to ensure the safe and stable operation of TEVAR. At present, we have applied this novel visualized brain protection strategy to TEVAR with Z1 zone anchoring and accumulated a certain number of cases, which are now collected and analyzed in a unified manner and reported as follows. Study Objective Evaluating the clinical value of a novel visualized brain protection strategy for endovascular repair of the thoracic aorta with Z1 zone anchoring. II. SCOPE OF THE STUDY 1. Population Scope: Patients with thoracic aortic diseases treated by the Department of Vascular Surgery of the Fourth Affiliated Hospital of Guangxi Medical University (Liuzhou Worker,s Hospital). 2. Scope of variables: Study inclusion criteria, which need to meet all of the following conditions: 1. Thoracic aortic disease, including thoracic aortic dissection, thoracic aortic aneurysm, etc., clearly diagnosed by CTA, MRA or aortography; 2. Preoperative imaging to assess that the lesion anatomy meets the conditions for endovascular treatment and to perform thoracic aortic endovascular repair anchored in the Z1 region; 3. Application of the visualized brain protection strategy in the present study; and 4. Clinical information data were complete. 3. Timeframe: This research was conducted between January 2020 to December 2024. III. RESEARCH METHODOLOGY 3.1 Visualization of brain protection strategies The visualization brain protection strategy in this study consisted of two components: preoperative Willis ring assessment and real-time monitoring of cranial perfusion by intraoperative TCD. 3.1.1 Preoperative evaluation of the Willis ring Purpose of the evaluation: the integrity of Willis ring and the type of variant. Subjects: The main component arteries (anterior cerebral arteries, posterior cerebral arteries, and internal carotid arteries) and the communicating artery (anterior communicating artery, and posterior communicating artery) in the Willis ring. Assessment methods: CTA and TCD; in this study, TCD was used as the main tool to assess the presence of the communicating arteries in the Ring of Willis by means of a neck compression test and to evaluate whether the patients could receive compensatory perfusion from the contralateral brain through the opening of the communicating arteries after a temporary limitation of the carotid arteries or a cutoff of the carotid arteries. Glovento Conference, 2025 Page | 57 3.2 Real-time intraoperative TCD monitoring of cranial perfusion Purpose of monitoring: cranial cerebral perfusion during TEVAR. Monitoring object: cerebral blood flow signals from bilateral middle cerebral arteries and anterior cerebral arteries. Monitoring tool: TCD probe headgear and connected monitor. Monitoring content: cerebral perfusion in bilateral middle cerebral arteries and anterior cerebral arteries, gas embolization and solid embolization signals during endovascular operation. In the cases of this study, after completing general anesthesia, all of them wore TCD probe headgear and adjusted the detection depth to the middle cerebral artery and anterior cerebral artery, and the detected blood flow signals were connected to the TCD monitor in order to monitor the cerebral perfusion in real time throughout the TEVAR operation. Figure 1 Results of TCD monitoring at different time points during TEVAR + supra-arch bifurcation reconstruction of a case of thoracic aortic aneurysm (cerebral blood flow signal of the left anterior cerebral artery and middle cerebral artery). A. Basal cerebral blood flow signal after general anesthesia; B. cerebral blood flow signal when the main stent was semi-released in the predetermined anchorage area; C. cerebral blood flow signal at the time of the stent release of the left common carotid artery; D. cerebral blood flow signal after complete stent placement. 3.3 Z1 zone anchoring TEVAR In all cases of this study, the physician's modified stenting technique was applied to complete TEVAR anchored in the Z1 zone, with left common carotid artery reconstruction performed by extracorporeal fenestration and left subclavian artery reconstruction completed by in situ fenestration. Glovento Conference, 2025 Page | 58 3.3.1 Preparation of physician-modified stents According to the preoperative imaging data and measured data related to the aorta in the case, a suitable size of aortic coated stent was selected, and the proximal part of the stent was released in vitro (2-3 segments); based on the measured data, the left carotid artery was localized and punctured to break the membrane, and the puncture point was successively shaped with 8F sheaths and mosquito clamps to form a suitable size of the window; A 260 mm guidewire was introduced from outside to inside the window and left in the stent; the stent was recovered and flushed with heparin water for use. Figure 2 Physician-modified stent preparation process for TEVAR + supra-arch bifurcation reconstruction of a case of thoracic aortic aneurysm. A. The main stent is released ex vivo and punctured with a coarse needle to rupture the membranes at a predetermined location; B. An 8F vascular sheath core is shaped to the puncture point; C. The stent window formed after the shaping (in preparation for reconstruction of the left common carotid artery); D. The 260-cm guidewire introduced through the stent window from the outside to the inside; E. Physician Modification of the stent retraction process into the sheath; F. Physician modification of the final shape of the stent. 3.4 Surgical procedure for Z1 zone anchoring TEVAR (1) After general anesthesia, wear a TCD head probe (to monitor bilateral middle cerebral and anterior cerebral arterial blood flow) and connect a real-time monitor; (2) place the pigtail catheter into the root of the ascending aorta via the femoral artery, and complete the basic angiography of the aorta; (3) expose the left common carotid artery, and establish a catheter pathway between the left common carotid artery and the femoral artery; (4) via the femoral artery access, DSA-guided placement of the physician modified stent (the guidewire pre-positioned in the window was introduced through the access in step 3), slowly releasing the stent, adjusting the position of the stent so that the window was well aligned with the opening of the left common carotid artery and then fully released; (5) complete stenting of the left carotid artery branch via the guidewire left in the left common carotid artery; (6) reconstruction of the left subclavian artery by in situ fenestration(pinprick) via left brachial artery access; (7) completion of the whole aorta angiography to ensure that the aortic lesion was completely isolated and blood flow was restored to both branches on the aortic arch. Glovento Conference, 2025 Page | 59 Figure 3 A case of TEVAR + supra-arch bifurcation reconstruction of a thoracic aortic aneurysm. A. Basic aortogram; B. Physician modified stent arrives at the intended aortic arch location; C. Slow release of the proximal of the physician modified stent establishes a guidewire pathway between the left common carotid artery and the window of the stent; D. In-situ fenestration to establish a guidewire pathway in the left subclavian artery; E. Balloon catheter dilatation is performed for left subclavian artery pathway ; F. Final aortography was performed after release of both the main stent and the branch stent, with complete isolation of the aortic lesion and restoration of blood flow to the two branches of the arch (left common carotid artery and left subclavian artery). 3.5 Research data and collection methods In this study, the clinical study data of the included cases were collected through the hospital HIS case system, PACS imaging system and TCD stored in the database, including general information, preoperative Willis ring assessment and intraoperative TCD monitoring results, and the results of perioperative-related indicators. Specific indicators are detailed in Tables 1-3 of the article. 3.6 Equipment and consumables 3.6.1 Main medical equipments: Digital subtraction angiography (DSA) equipment (Artis Pheno, Siemens, Germany), transcranial doppler ultrasound equipment (Delikai, Shenzhen, China). 3.6.2 Stents types: Thoracic aortic stent system (Ankura, Xianjian, Shenzhen, China), branch stent system (Viabahn, Gore, USA). 3.7 Statistical methods Data were analyzed using SPSS 18.0 statistical software; for data processing, count data were expressed as number of cases and percentage, and measurement data were expressed as mean ± standard deviation. This study is mainly descriptive and does not involve comparative study of data. IV. RESEARCH RESULTS According to the inclusion criteria of the study, a total of 15 cases were included in the study, all of whom underwent TEVAR with Z1 zone anchoring under visualized brain protection strategy, of which 9 were Standard B aortic dissection and 6 were thoracic aortic aneurysm.Among the 15 patients, 10 Glovento Conference, 2025 Page | 60 were male and 5 were female; age was 49-77 years old, with a median age of 68 years old; BMI ranged from 17-34 kg/m2, with a mean± standard deviation: 22.7±4.4 kg/m2; major comorbidities: hypertension in 10 cases, type 2 diabetes mellitus in 3 cases, and old cerebral infarction in 2 cases, all of which were lacunar cerebral infarction. Specific demographic characteristics and main diagnoses are detailed in Table 1. Table 1 Demographic characteristics and primary diagnosis of 15 patients ID sex age (years) BMI (kg/m2) Type 2 diabetes hypertension Old cerebral infarction Aortic Disease 1 female 55 26 no no no AD 2 male 70 23 no yes no AD 3 male 74 18 no yes yes TAA 4 male 49 21 yes yes no AD 5 female 51 23 no no no AD 6 male 72 19 no yes no TAA 7 male 74 20 no yes no AD 8 male 66 28 yes yes no AD 9 male 71 34 no no yes TAA 10 female 57 23 no no no TAA 11 male 70 19 no yes no AD 12 male 66 25 yes yes no TAA 13 female 77 17 no yes no AD 14 male 57 24 no yes no AD 15 female 68 20 no no no TAA Notes: TAA : thoracic aortic aneurysm; AD: aortic dissection. 4.1 Preoperative Willis ring assessment and intraoperative TCD monitoring results In 15 patients, preoperative evaluation of the cranial Willis ring was completed based on TCD, as well as TCD monitoring of cranial perfusion throughout the TEVAR procedure. Among them, the Willis ring was intact in 7 cases (46.7%), the anterior communicating artery was absent in 6 cases, the left posterior communicating artery was absent in 5 cases, and the right posterior communicating artery was absent in 7 cases. The bilateral middle cerebral arteries and the anterior cerebral arteries were monitored with the TCD in TEVAR. There were 6 cases with intraoperative hypoperfusion signals of left middle cerebral artery and anterior cerebral artery (less than 50% of the basal flow after general anesthesia), all of which occurred during stenting of the left common carotid artery; there were also 7 cases of capturing gas embolic signals, all of which occurred during aortic arch angiography; and there was 1 case of capturing solid embolic signals, which occurred during release of the physician modified stent. The results of preoperative Willis ring assessment and intraoperative TCD monitoring are detailed in Table 2. Table 2 Preoperative Willis ring assessment and intraoperative TCD monitoring results in 15 patients ID Willis Ring intact ACoA LPCoA RPCoA low perfusion gas embolism solid embolism 1 yes + + + no no no 2 no - + - yes yes no 3 no + - - no yes no 4 yes + + + no yes no 5 no - - - yes no no 6 no - - + yes no no 7 yes + + + no yes no 8 no + - - no no no 9 no - + - yes no yes 10 yes + + + no yes no 11 yes + + + no no no 12 no - - - yes yes no 13 yes + + + no no no 14 no - + - yes no no 15 yes + + + no yes no Notes: ACoA : anterior communicating artery; LPCoA : left posterior communicating artery; RPCoA : right posterior communicating artery. "+" indicates presence and "-" indicates absence. Glovento Conference, 2025 Page | 61 4.2 Perioperative-related indicators results Surgical success was achieved in all 15 patients, i.e., complete isolation of the aortic lesion and endovascular reconstruction of the left common carotid and left subclavian arteries, with a technical success rate of 100%; there were no death cases in the perioperative period. Surgical duration (min): 150-240, 185.5±25.7; intraoperative blood loss (ml): 50-120, 74±23.2; surgical complications: there was one case of surgical access complication, which was a postoperative cervical hematoma and who was cured and discharged from the hospital after the second surgical suture. Postoperative magnetic resonance examination revealed 1 case of new cerebral infarction foci, which was a localized infarction foci in the left frontal lobe, without cerebral infarction-related symptoms. The perioperative related indicators results are detailed in Table 3. Table 3 Results of perioperative-related indicators in 15 patients ID Technical success dead Surgical duration(min) blood loss (ml) Surgical complications cerebral infarction 1 yes no 150 50 no no 2 yes no 220 60 no no 3 yes no 192 80 no no 4 yes no 182 50 no no 5 yes no 160 100 no no 6 yes no 220 80 no no 7 yes no 152 120 no no 8 yes no 190 100 no no 9 yes no 180 80 no yes 10 yes no 172 60 no no 11 yes no 180 50 no no 12 yes no 172 100 yes no 13 yes no 200 50 no no 14 yes no 240 50 no no 15 yes no 172 80 no no V. DISCUSSION AND CONCLUSIONS Minimally invasive and effective TEVAR has now evolved into a mainstream treatment strategy for thoracic aortic disease, and in cases involving the arch, the TEVAR anchoring zone needs to be shifted proximally and anteriorly, i.e., the main stent needs to cover branch arteries on the arch, which makes TEVAR-related cerebral protection crucial. Unlike conventional TEVAR (Z3 and Z2 anchoring), Z1-anchored TEVAR requires coverage and endovascular reconstruction of the left common carotid artery and the left subclavian artery, and the patient is at risk for reduced or even no perfusion to the left cranial hemisphere, making the necessary brain protection a prerequisite for this procedure. According to the current findings[10-12], there are two main pathogenic mechanisms of TEVAR-associated ischemic stroke: embolism-associated cerebral infarction, and hypoperfusion cerebral infarction.And congenital variants of craniocerebral circulation are also anatomical bases affecting incidence of ischemic stroke. In this study, TCD was used as the main tool to evaluate the integrity of Willis ring and the type of variations in the cases, and the results showed that the integrity rate of the Willis ring was only 46.7%, and the variations in the anterior circulation amounted to 40%, which was in line with the variations in the Willis ring of the population in the relevant studies[13-15]. Meanwhile, intraoperative visualization of cerebral blood flow was achieved with a TCD detector and monitor system, which allowed the operator to assess the perfusion of cerebral perfusion and the presence of cranial embolic events during different operating sessions of TEVAR. In the case group of this study, the incidence of cranial hypoperfusion was 40%, all of which were cases of anterior communicating artery defects, which required the surgical team to be fast and precise in reconstructing the left common carotid artery to shorten the duration of hypoperfusion as much as possible. Our center simplified the endovascular process of the left common carotid artery by improving the endovascular technique with a preplaced left common carotid artery window guidewire, and the results of the study suggested that there was no symptomatic cerebral infarction during the Glovento Conference, 2025 Page | 62 4. Li, P. (2019). A brief analysis of the application of employee assistance programs in the management of private enterprises in China. Taxation, (7), 257–258. 5. Sun, J., Buys, N., & Wang, X. (2021). Effectiveness of a workplace-based intervention program to promote mental health among employees in privately owned enterprises in China. Population Health Management, 24(6), 406–414. 6. Wang, D. (2022). The impact of work engagement of employees in private enterprises on their career growth opportunities: Based on the perspective of social exchange theory. Zhengzhou University of Finance and Economics. 7. Zheng, J. L. (2014). The relationship between self-efficacy, sleep quality and mental health of shift workers. Hangzhou Normal University. Glovento Conference, 2025 Page | 69 Health Literacy among Shanxi Residents: An Analysis within the Context of the Healthy China Initiative 1Wu Qingcheng, 2Sarisak Soontornchai, 3Pimporn Thongmuang 1,2,3Public Health Program, Suan Sunandha Rajabhat University, Bangkok,10300, Thailand AbstractThis article, as the preliminary analysis of a master's research, focuses on the descriptive analysis of the sampling method and the current situation survey of health literacy among Shanxi residents. The study adopted a stratified multi-stage random sampling method to survey 2,400 residents from different regions of Shanxi, analyzing the distribution of health literacy across three core dimensions: basic health knowledge, healthy lifestyle, and health skills. The results indicate that the overall health literacy level of Shanxi residents is relatively low, with a significant urban-rural gap, and factors such as education level, family income, age, and occupation play a major role in influencing health literacy. Subsequent research will further explore the differences in health literacy between urban and rural areas of Shanxi and investigate the detailed influencing factors. It will also examine the effectiveness of health promotion interventions and propose strategies to improve health literacy in Shanxi, aiming to achieve the target by 2030. This study contributes to the ongoing discussion of health literacy in China and provides valuable insights for policy-making and public health strategies. Keywords: Health Literacy, Basic Health Knowledge, Healthy Lifestyle, Health Skills, Shanxi China. I. INTRODUCTION Human health is the foundation of a nation, and the health of the people is the foundation of a nation. The 2019 Healthy China Action (2019-2030), as the "roadmap" and "construction map" of the Healthy China strategy, has been committed to cultivating a healthy lifestyle for citizens. Therefore, cultivating a healthy lifestyle and improving personal health literacy is a necessary path. The "Health Knowledge Popularization Action" ranks first among the 15 major actions of the Healthy China Action, further clarifying that improving health literacy is a prerequisite for promoting public health. The core of health literacy is to enable residents to learn to actively pay attention to and maintain their own health, so that everyone can truly realize that they are the first person responsible for their health. In 2020, the health literacy level of Chinese residents was 23.15%, with urban residents having a health literacy level of 28.08% and rural residents having a health literacy level of 20.02%. The health literacy levels of residents in the eastern, central, and western regions were 29.06%, 21.01%, and 16.72%, respectively. Compared to urban areas, there is still a significant gap in health literacy in rural areas, and the living environment and medical conditions in rural areas are relatively backward, resulting in common and frequent respiratory and digestive infectious diseases in rural areas. Therefore, it is imperative to help rural revitalization and improve the health literacy of rural residents. Based on this, how to establish a health promotion system covering all relevant fields of the economy and society in Shanxi province? How should we promote the expectation that the health literacy level of residents in the entire region will not be lower than 30% by 2030? Although the level of health literacy is increasing year by year under the comprehensive influence of multiple factors, what is the current situation of the health literacy level of residents in Shanxi region? How effective has the improvement of health literacy been under the intervention of health promotion actions in recent years? What factors affect the improvement of health literacy? What aspects can be targeted to improve the health literacy level of residents? These are all the issues that need to be addressed in this study. Glovento Conference, 2025 Page | 70 Specific Objectives: 1) To study the demographic characteristics of Shanxi residents from the perspectives of gender, age, education level, occupation, etc. 2) To explore the overall level of health literacy among Shanxi residents and the level of literacy in three aspects, and analyze their influencing factors. II. LITERATURE REVIEW Scholar Simonds (1974) proposed "Health Education as Social Policy" at the 1974 International Health Education Conference, which was the earliest origin of studying and applying health literacy as a concept. He understood health literacy as "requiring certain abilities to cope with complex medical environments." Subsequently, scholars conducted in-depth research on the concept of health literacy and gradually enriched its connotation. Current health literacy has expanded into a range of diverse and interrelated abilities, such as the ability to utilize health services, understanding basic health policies, etc. (M. K., E. J., & C. P., 2006). In the 1990s, research found that health literacy was related to many factors, such as disease knowledge and self-management ability. Subsequently, in the 2003 National Adult Literacy Survey of the United States, health-related issues were included in the questionnaire, and the results showed that nearly half of the population in the United States had certain difficulties in dealing with medical problems. To address the aforementioned issues, health literacy has become a key research focus in the field of health promotion (U.S. National Library of Medicine, 2004). With the continuous release of research reports on health literacy, many organizations have defined it, but so far, a widely accepted definition has not been formed. Among them, organizations such as the World Health Organization, the American Medical Association, the European Union, and the EU Health Literacy Project Committee have all proposed definitions for health literacy. In 1998, the World Health Organization proposed a definition that states that individuals need to have basic knowledge understanding and social skills to maintain or promote health; In 1999, the definition proposed by the American Medical Association suggested that individuals should have reading and information processing abilities in the medical environment; In 2000, the American Medical Library also condensed the definition of health literacy, integrating previous definitions from institutions such as the World Health Organization, and ultimately came up with the ability for individuals to access and understand basic health information and services, and use these information and services to make correct decisions to maintain and promote their own health (Williams, Davis, Parker, et al., 2002). In the definition proposed by the European Union in 2007, it was mentioned that medical information should have the ability to filter and judge (Davis et al., 1991). In 2012, the EU Health Literacy Project Committee released a more comprehensive definition, which added a demand for quality of life (Rawson et al., 2010). At present, the definition provided by the National Library of the United States is widely recognized by researchers and government departments. This definition has been adopted in both the 2010 Healthy People in the United States and the Chinese government's documents on health literacy (Steckelberg, Hülfenhaus, Kasper, Rost, & Mühlhauser, 2009). III. METHODOLOGY This mainly includes the basic situation of health literacy in China and the implementation of national health promotion actions, as well as the current situation of health literacy promotion actions in Shanxi; Related literature on the basic situation of health literacy in foreign countries. Retrieve relevant literature on the topic of Health Literacy on China National Knowledge Infrastructure (CNKI), and browse the websites of government health departments and related institutions. Collect relevant literature, policy documents, and reports on health literacy both domestically and internationally. Glovento Conference, 2025 Page | 71 A. Sample size calculation Based on the health literacy level of Shanxi residents in 2019 at 15.20%, p=0.152, with an allowable relative error of 15% and an allowable absolute error δ = 15.20% × 15%=0.0228, μα= 1.96, deff=1.1. According to the formula: The final calculated minimum sample size N ≈ 2329 people. B. Sampling method Based on the 2020 Shanxi Health Literacy Monitoring Data, a stratified multi-stage random sampling method was adopted. Three streets (townships) were selected from each monitoring area (county), and two neighborhood committees (villages) were selected from each street (township). Each neighborhood committee (village) selected one area, with approximately 750 households. Each area was expanded to 70 households based on national sampling, and 50 surveys were completed in each area. There are a total of 8 monitoring points, including Xingqing District and Lingwu City in Yinchuan City, Dawukou District in Shizuishan City, Litong District and Tongxin County in Wuzhong City, Longde County in Guyuan City, Shapotou District and Haiyuan County in Zhongwei City. Each monitoring area (county) is expected to survey 300 people, and the KISH table method is used to randomly select 1 permanent resident from each household as the survey object. The entire district plans to survey 2400 people. Table 1 Number of people surveyed for the distribution of health literacy monitoring in Shanxi in 2020 Region Monitoring point name Number of Participant Taiyuan City Xinghualing District Xiaodian District 300 300 Jinzhong Yuci District 300 Yuncheng City Salt Lake Area Xia County 300 300 Changzhi City Huguan County 300 Linfen City Yaodu District Xiangfen County 300 300 Total 2400 Table 1 presents the distribution of participants for the health literacy monitoring survey in Shanxi in 2020. A total of 2,400 participants were surveyed across various regions, with each region contributing 300 participants. The regions included Taiyuan City (Xinghualing and Xiaodian districts), Jinzhong (Yuci District), Yuncheng City (Salt Lake Area and Xia County), Changzhi City (Huguan County), and Linfen City (Yaodu District and Xiangfen County). Table 2 Sampling Methods and Steps for Monitoring Health Literacy of Shanxi Residents Sampling stage Sample allocation Sampling method Division of Labor Phase 1 Extract 8 counties (cities, districts) Layered PPS method national level Phase 2 Extract 3 streets (townships) from each county (city, district) PPS method Collection of monitoring points for streets (townships) within counties (cities, districts) List and household information, report to the health of the autonomous region Sampling conducted by educational institutions Phase 3 Extract 2 neighborhood committees (villages) from each street (township) PPS method Collect information from neighborhood committees (villages) at monitoring points and report to the Autonomous Region Health Education Institute for sampling Glovento Conference, 2025 Page | 72 Phase 4 Select 70 households from each neighborhood committee (village) Simple random sampling Mapping and listing of monitoring points, sampling conducted by the Health Education Institute of the Autonomous Region Phase 5 Randomly select 1 person from each household Survey, within each neighborhood committee (village) Complete 50 surveys KISH table method The Health Education Institute of the Autonomous Region allocates KISH table codes, and investigators determine the survey subjects Table 2 outlines the sampling methods and steps used for monitoring health literacy among Shanxi residents. The process is divided into five phases. C. Research Design The questionnaire consists of 68 questions, including 12 questions on demographic characteristics, divided into three dimensions: basic knowledge and concepts of health, healthy lifestyle, and basic skills, totaling 56 questions. The question types are true/false, multiple-choice, and situational questions, with 0 points for incorrect answers to multiple-choice and true/false questions, 1 point for correct answers, 0 points for incorrect or unknown multiple-choice questions, 2 points for correct answers to all questions, and no points for incorrect or insufficient answers. If the three dimensions have a full score, they are 29 points, 24 points, and 20 points respectively. If the scores of the three dimensions are higher than 23 points, 19 points, and 18 points respectively, it is judged that the respondent has this type of literacy. If the sum of the three dimensions reaches 80% or more of the total score, that is, greater than 58 points, it is judged that the respondent has overall health literacy. D. Data Collection and Analysis Using EpiData to form a database of questionnaire content through double entry, the data was organized using Excel 2019, and combined with SPSS 23.0 to analyze residents' health literacy. IV. CONCLUSION This study examines the current status, awareness levels, influencing factors among three aspects of health literacy—basic health knowledge, healthy lifestyle, and health skills—among urban and rural residents in Shanxi Province. The findings are as follows: 1) First, the health literacy level of Shanxi residents is comparatively low when compared to national levels during the same period, with a significant urban-rural disparity. Urban residents exhibit higher health literacy than their rural counterparts. 2) Second, the awareness rate of certain health literacy issues is lower among residents, with health skill literacy showing the lowest awareness level. 3) Third, while there is a notable level of healthy lifestyle literacy, basic health knowledge literacy is the highest among the three dimensions. Reference 1. Davis, T. C., et al. (1991). Rapid assessment of literacy levels of adult primary care patients. Family Medicine, 23, 433–435. 2. Ishikawa, H., Nomura, K., Sato, M., & Yano, E. (2008). Developing a measure of communicative and critical health literacy: A pilot study of Japanese office workers. Health Promotion International, 23, 269–274. 3. Jordan, J. E., et al. (2013). The Health Literacy Management Scale (HeLMS): A measure of an individual's capacity to seek, understand, and use health information within the healthcare setting. Patient Education and Counseling, 91, 228–235. Glovento Conference, 2025 Page | 73 4. M. K., E. J., & C. P. (2006). The health literacy of America's adults: Results from the 2003 National Assessment of Adult Literacy (NCES 2006-483). National Center for Education, U.S. Department of Education. 5. Rawson, K. A., et al. (2010). The METER: A brief, self-administered measure of health literacy. Journal of General Internal Medicine, 25, 67–71. 6. Simonds, S. K. (1974). Health education as social policy. Health Education Monograph, 2(1), 1–10. 7. Steckelberg, A., Hülfenhaus, C., Kasper, J., Rost, J., & Mühlhauser, I. (2009). How to measure critical health competences: Development and validation of the Critical Health Competence Test (CHC Test). Advances in Health Sciences Education, 14, 11–22. 8. U.S. National Library of Medicine. (2004, January 12). Current bibliographies in medicine. Bethesda. Retrieved September 28, 2011, from http://www.nlm.nih.gov/pubs/cbm/healthliteracybarriers.html 9. Williams, M. V., Davis, T., Parker, R. M., et al. (2002). The role of health literacy in patient-physician communication. Family Medicine, 34, 383–389. 10. Wu, A. D., et al. (2010). Developing and evaluating a relevant and feasible instrument for measuring health literacy of Canadian high school students. Health Promotion International, 25, 444–452. Glovento Conference, 2025 Page | 74 IIARP Publisher Visit for upcoming Conferences - www.iiarp.org International Institute of Academic Research & Publications Glovento Conference Private Limited CIN No.: U62011OD2023PTC042487 Bhubaneswar, Odisha, India www.conferencealert360.com Event Partner: In Association With Glovento Conference Research Publication| |