New Art
- alternative, emerging, non-mainstream
- multidisciplinary and crossing categories, various forms of popular culture, and creative industries.
- young artists and new ways of creativity

Activism
- Action-oriented
- Active, curious and non-cynicall lifestyle
- Risk-taking and entrepreneurial

Collective Individualism
- Individuals for building new organic communities
- collaborative engagement as part of personal identity and development
- Social awareness and community involvement

European Diversity
- Cultural exchange
- Embracing of differences
- Belief in and building of a future European culture of diversity

Brand Essence: What do you want to do?

TEH Contacts:
1. Core Group - 1 000 people
2. Employees, freelancers, artists - 10 000 people
3. Frequent customers - 500 000 people
4. Customers in total - 4.3 million people
5. TEH media and advertising - 30-60 million contacts
6. Media and publicity - Hundreds of millions of contact