Culture and Creativity in Branding Chinese Cities : The Case of Beijing

Cultural sites, milieus and clusters have become instruments of the urban cultural planning toolbox. The cultural and creative economy along with the necessity for urban innovation has brought economic and cultural policy to a more strategic level. Culture and creativity have become central elements in the branding of cities, and has been seen in various parts of the world. In China, the cultural reform is now decade long, and in the 12th Five-Year Plans emphasis is placed on culture and creativity. This paper investigates the role of culture and creativity in Beijing’s city branding, and explores the connection between the national and city level Five-Year Plans and the branding of Beijing as a cultural and creative center. The findings indicate that the 12th Five-Year Plans, and thus the policies from the central and local city levels, influence the branding of Beijing towards a focus on culture and creativity. The findings also show that Beijing’s use of cultural and creative elements in its city branding is closely connected to the city’s focus on innovation and technology, as well as Beijing’s aim to become a world city with Chinese characteristics.