Alex Fung is currently Principal of Hong Kong Design Institute and Academic Director of the Design Discipline of VTC and previously holding posts of Associate Head and Associate Professor of School of Design, the Hong Kong Polytechnic University. Since joining the PolyU in 1985, he teaches in design thinking; visual communication design; packaging and branding design, and advertising design within the BA(Hons) in Design programme. He has a special research interest in the development and application of creative and strategy thinking methodologies in design and other related disciplines. He also research, and published, in the area of design education development in Hong Kong and China. He is the co-author of the book “Creative Tools” published by The Hong Kong Polytechnic University. He is appointed Subject Specialist in Design by the Hong Kong Council for Accreditation of Academic and Vocational Qualifications for many years and has taken part in the validation of many design programmes. He served as Honorary Professor of Shanghai Jiaotong University since 2001, and appointed Visiting Professor of the Macau Polytechnic Institute from 2007 to 2010.