hsu: the third wave, basically, the i.c....c. industry, and they look for some talented people, engineers, not just for cheap labor. and basically inhina, the chang jiang delta is one of the most developed areas in china, particularly in industry structure and also if you look at education level. okay, so, this area is. is good for marketing and also recruiting engineers. narrator: but the move to shanghai is not just about selling computers. it's about an opportunity presented by something geographer hsu calls the "interface region." "interface region" means... okay, means we have... silicon valley is a socioeconomic space, and china is another one. okay, and taiwan just overlapped these two regions. narrator: in this triangular space connecting silicon valley, taiwan and china lies the prospect of a mutually beneficial exchange of ideas and know-how. and taiwanese firms are uniquely qualified to facilitate that exchange. hsu: we have a long experience of business transaction with silicon valley, and we know the lure of the ma

jay hsu and your work with the city. the supervisors, charlotte, the arts commission, and our controller, for coming together at this time to allow our asian to give an even bigger appeal to an international audience. i think you will find this brand not only on the windowsills of this grand all day and the building, a building that i have been familiar with as my days of the dpw director -- i used to go through stacks of books. to see this as part of the great contribution to the revitalization of our civic center, and to be an international destination for so many visitors that come to our city. i want to thank the museum, the asian for allowing us to join you in this 3 branding, and to make sure we are on our way to invite a greater audience to experience all the wonderful cultural things you have to offer. [applause] >> thank you, mr. mayor. that was fantastic. i was just thinking, i have to update my facebook, i have to tweet this great logo. it is beautiful. thank you. it is such a wonderful day to show this off. i

i am going to get off the stage and and things off over to jay hsu. he is going to tell us a little bit more about what we're doing today. >> someone needs to hand me the remote. terrific. brand implementation is a journey. the asian art museum embarks on a new journey. to reinvent ourselves, to engage a broad audience. the broad audience is very much at the core of what we do here and who we are. why now, you ask? as the aging world influence grows, so is understanding its culture. more than half of the global population lives in the asia. to look at our own san francisco bay area, one third of the population are of asian descent. also, a challenging economy offers us the opportunity to take advantage by being bold and taking risks. we need to increase our impact and by doing so, increasing revenue. also, a successful restructuring of our long-term debt. that took place earlier this year and has put the museum on sound financial footing. on that note, i would like to thank the city leaders for leading the effort and working with our newseum team in f