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Academic Journal of Humanities & Social Sciences, 2023, 6(21); doi: 10.25236/AJHSS.2023.062110.

Research on the Strategy of Local Cultural Creative Products and Brand Building


Lin Chao1,2, Noor Hafiza Ismail1

Corresponding Author:
Lin Chao

1Faculty of Creative Industries, City University Malaysia, Petaling Jaya, Selangor, 46100, Malaysia

2Guangdong Preschool Normal College in Maoming, Maoming, Guangdong, 525000, China


Local culture is a unique cultural heritage of a country or a region, which carries multiple elements such as history, tradition, values and folk customs. The impact of globalization makes the local culture face the challenges such as homogenization and inheritance fracture. Therefore, through the creative product design and brand building, the local culture can be spread to a wider audience, and the soft power of the local culture can be enhanced. Firstly, through extensive literature research, the theories and practices related to local cultural and creative products and brand building are deeply analyzed. Through sorting out and comparison of cases, the successful experience and shortcomings of local cultural creative products and brand building are summarized. This provides an important theoretical basis for the subsequent studies. Then, the research adopts the method of systematic analysis, and analyzes the connotation and characteristics of the local cultural elements in detail. Through the in-depth excavation of different regional cultures, the cultural essence and core elements are found out. This provides important material and guidance for the subsequent product design and brand building.


local culture; creative products; brand building

Cite This Paper

Lin Chao, Noor Hafiza Ismail. Research on the Strategy of Local Cultural Creative Products and Brand Building. Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 21: 60-66. https://doi.org/10.25236/AJHSS.2023.062110.


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