Date of Award


Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Roxanna Zarnegar


In the past few years, Hong Kong caught the art world’s eyes mainly thanks to headline-grabbing auction sales records and art fairs’ publicity campaigns. Hong Kong is reportedly now the world’s third-largest art market by auction sales after New York and London. (1) Utour sees an opportunity to be part of this rising art market by designing an audio-tour guide for private museums in Hong Kong.

We see a problem that young generation (the 20s - 30s) Hong Konger, the future buyer and supporter of the art market, have minimal knowledge of local art and art scene which will lead to one problem in the future: the art market in Hong Kong going downhill. The solution to this problem is to provide an interactive audio-tour program for private museums to educate future buyers. With no competitors in the field, we have the advantages to lead the market of digital art touring in Hong Kong.

Utour is headquartered in Kwun Tong, Hong Kong. The company is owned by Crystal Lou. Lou graduated from the University of Illinois at Urbana-Champaign with a Bachelor in Communication and Art History in 2017. She obtained her Master in Art Business at Sotheby’s Institute of Art-New York. Her many jobs including gallery assistant, personal assistant to the owner of an art touring company, and auction house operation intern, have prepared her the knowledge of different sides of the art industry. Her career drive and motivation to promote art to a wider audience has her developed this idea promoting art through education.

(1) En, Young Ahn. Hong Kong, a tale of Art and Money. Art Monthly Australasia. May 1, 2013. Accessed Oct 7. 2018