Culture travels differently from capital, technology or science.

It moves through ideas, stories, images and shared experience — shaping how people understand one another, and how markets understand the world around them.

Universal's experience spans film, television, documentary, education, live culture and international cultural exchange, developed across different markets, audiences and generations.

From the adaptation of international formats and cross-border film production to the circulation of content across markets, from cultural programmes and live experiences to documentary and educational media, this experience has created a deep understanding of how cultural ideas travel — and how they acquire new meaning in different contexts.

Today, that perspective extends into the intersection of culture, artificial intelligence, creativity and education, as new technologies reshape how ideas are created, experienced and shared.