Knockwood Vision

In 2010, against the vibrant backdrop of Hong Kong — a dynamic confluence of Eastern and Western cultures — Shelley Tsang founded Knockwood Global Culture Connection. This marked not only the establishment of an organisation but the germination of an idea: that cultural diversity is not a source of division, but rather the most valuable driving force for sustainable human development. Over the past fifteen years, this founding vision has remained unchanged, evolving into our core mission: to use culture as a bridge to connect the world, enabling different civilisations to mutually enrich one another through dialogue, and collectively pursuing a harmonious, healthy, and sustainable lifestyle. Our vision is a world where every culture receives equal respect and opportunity for expression, allowing the soft power of culture to become a solid foundation for building peace and understanding.

Strategic Priorities

Knockwood Global Culture Connection operationalises the belief that culture is a fundamental driver of sustainable development, aligning its mission with the UN 2030 Agenda. Our work is channelled through four key pathways. We protect intangible cultural heritage as a living resource for quality education (SDG 4) and sustainable communities (SDG 11). We utilise cultural expression to build bridges of dialogue and foster peaceful, just societies (SDG 16). By empowering cultural practitioners, we transform creativity into engines for inclusive economic growth, decent work, and reduced inequality (SDG 1, 8, 10). Finally, we invest in youth through global citizenship education, equipping them with the skills to become ambassadors for an inclusive and understanding future (SDG 4). Through these focused efforts, we demonstrate how culture provides unique and essential solutions for achieving a sustainable world.

Core Initiatives

Knockwood Global Culture Connection translates heritage into innovation through eight pioneering projects, demonstrating how ancient wisdom can flourish in contemporary contexts. Our initiatives range from digitally preserving intangible cultural heritage in ‘Ancient Melodies Relay’ to fostering inter-cultural dialogue amongst youth in ‘The Bridgers’. We empower communities by incubating social enterprises in the ‘Creative Marketplace’ and preserve collective memory through the ‘Tapestry of Memory’ oral history project. Furthermore, we champion inclusivity via ‘Culture Without Barriers’, utilise arts for therapeutic purposes in ‘The Cultural Clinic’, and explore identity through cuisine in ‘Food Stories’. Finally, ‘Festival Reimagined’ revitalises traditional celebrations for modern society. Collectively, these programmes showcase culture not as a relic, but as a dynamic force for sustainable community development, economic empowerment, and profound human connection.

Global Reach and Impact

Knockwood Global Culture Connection’s fifteen-year journey reflects a commitment to collaborative, culturally-driven, sustainable development. As an NGO formally registered with the United Nations Department of Economic and Social Affairs (UN DESA) Civil Society Database, Knockwood actively bridges local wisdom and the global agenda. It contributes grassroots perspectives to forums such as the High-Level Political Forum on Sustainable Development, while simultaneously localising the Sustainable Development Goals into tangible community actions. True to its ethos, Knockwood’s impact is measured not only in geographic scope but in the intangible strengthening of social cohesion and the perpetuation of living cultural heritage worldwide. From its Hong Kong base, the organisation has extended its reach across more than a dozen countries and regions, fostering community resilience, youth empowerment, and the revitalisation of intangible cultural heritage through a suite of innovative projects.