Dr Toh Teong Chuan Is an Associate Professor, Head of Department for Institute of Chinese Studies (ICS), Universiti Tunku Abdul Rahman (UTAR), Malaysia. Dr Toh specialises in Chinese Studies. Graduated with an MA from the National University of Singapore (2000).  He holds a PhD in Chinese Studies from the University of Malaya (2018). Both, his master’s and doctoral research was in the field of Chinese Buddhist thoughts. Dr Toh is a well-known Chinese writer in Malaysia, through his extensive essay writing on Malaysian local folk literature, culture and history, he won the Sin Chew Daily Hua Zong Literature Award (花蹤文學獎) for Honor Award in Prose (2005). During 2019 to 2022, with the grant from Perak State government, Dr Toh led a team in the cultural heritage survey project on the old tin mining towns in Kinta Valley, and the outcome of the project was published by the unit of Perak state government in 2020. Since 2008, Dr Toh published over 10 books about Penang’s literature, historical and folk culture and he has a close contact and deep interaction with creative industries workers in Penang. In PLLACE project, Dr Toh will be working with Professor Jin Chan, to conduct a number of cases studies to understanding how cultural heritage can be leveraged for innovation. In this project, Dr Toh is embarking on a broader question of how to revitilise cultural heritage in danger, and investigating the success cases and challenges the creative workers face to innovate and successfully market their cultural innovations. He brings the cultural knowledge of the research site. He will also explore the opportunities that traditional arts and crafts may have in the current creative economy, beside preserving their tradition and also some kind of modern innovation, his research will to explore the way about the maintain of the traditional elements in the vitality of the industry.