As GBS's key research and teaching component, the Culture and Creative Communication Laboratory focuses on cultural industry management, cultural and creative design, cultural creativity, new media, and cultural communication. It is equipped with a digital exhibition hall, digital film and television production system, virtual reality and multimedia technology, professional studios and cinemas, audio and video editing system, live broadcast system, data acquisition system and media asset management system, library and other facilities and equipment. Meanwhile, the laboratory cooperates with various museums, theme parks, business parks, ancient villages, and other tourist attractions.

The laboratory deepens the educational reform combining professional knowledge, project and product, and carries out the "1+X" certificate system pilot, which facilitates the combination of course content and technological development, teaching process and production process, talent training and market demand. Such practice could cultivate inter-disciplinary, innovative and highly-skilled talents urgently needed by the digital cultural and creative industry.

Yangjiang (Guangdong province), as a famous historical and cultural city of the Maritime Silk Road and also an important salvage site of "Nanhai No. 1" shipwreck, has rich tourism and intangible cultural heritage resources. Relying on the resources and industrial practice, GBS is committed to building the laboratory into a digital cultural and creative products R&D hub in Guangdong. Specifically, it will combine digital information technology with the tourism industry, integrate cultural and creative design with Guangdong intangible cultural heritages, such as embroidery, ceramics and lacquerware. Besides, the laboratory will facilitate Guangdong's digital cultural and creative industry to build featured brands, and improve the inheritance, communication and promotion of Guangdong's intangible cultural heritage in the new era.