OPPO has reaffirmed its commitment to cultural preservation and cross-cultural understanding by marking the World Day for Cultural Diversity for Dialogue and Development with the return of its global initiative, Culture in a Shot. Now in its second year, the campaign is a collaboration with Discovery Channel and showcases cultural festivals and traditions in 15 countries through the lens of OPPO’s smartphone imaging technology.
Building on its 2024 debut, the 2025 edition carries the theme “Celebrate the Moment” and features cultural stories from Italy, Kazakhstan, Brazil, and Malaysia. From iconic global festivals to local grassroots traditions, the initiative shines a light on how communities celebrate their identity and heritage—and how these traditions evolve across generations.
Exploring the spirit of celebration across cultures
This year’s Culture in a Shot campaign begins in Italy with the Venice Carnival, a spectacle of masks and costumes that merges history with fantasy. Once rooted in aristocratic traditions, the carnival is now a global celebration where people from all walks of life come together. OPPO’s camera technology captures the lively scenes and intricate details of this centuries-old event.
In Kazakhstan, the campaign documents Nauryz, the country’s traditional New Year celebration. Marking themes of renewal and unity, the festival transforms public spaces into stages for music, dance, and cultural performances. Through OPPO’s lens, viewers are offered glimpses of cherished customs such as family feasts featuring kumys (fermented horse milk) and the symbolic seven-ingredient dish, nauryz-kozhe.
In Brazil, the celebration takes on a different form through football. Described not just as a sport but as a national ritual, football unites people across all ages and backgrounds. The campaign follows 19-year-old player Mario Cesar Conceição Faria Júnior, whose journey through football reflects the dreams and passions of Brazil’s youth. From street corners to professional pitches, the story demonstrates how football acts as a shared cultural rhythm and symbol of unity.
Encouraging local voices and participation
Beyond professional documentation, OPPO is also empowering communities to capture and share their own cultural stories. In Malaysia, the brand has continued its #OPPOMalaysiaThroughTheLens initiative, launched in 2024 and supported by the Ministry of Tourism, Arts and Culture (MOTAC) and the Malaysian National Commission for UNESCO (MNCU). This year, it featured the Thaipusam festival, a significant Hindu celebration, portraying how traditions are upheld and passed down.
The campaign also extends to social media platforms through the #OPPOCulturalChallenge on TikTok, where creators are invited to showcase how they celebrate cultural practices in everyday life. For example, during Thailand’s Songkran Festival, young creators took on the challenge, combining modern creativity with time-honoured traditions. These contributions reflect OPPO’s belief that culture thrives when it is shared and reinterpreted by new generations.
Continuing the global journey
As Culture in a Shot progresses, OPPO and Discovery Channel will continue exploring new festivals and cultural moments around the world. The project aims to foster a deeper understanding of the traditions that shape communities and connect people across borders.
More information about the campaign and the latest stories can be found on the official Culture in a Shot webpage. Audiences are also invited to take part in the global celebration by joining the ongoing #OPPOCultureChallenge online.
