YOGYAKARTA – Three experienced lecturers from Universitas Pembangunan Nasional “Veteran” Yogyakarta (UPNYK) are making achievements by conducting exciting research in two countries known for their success in creating creative cities, Japan and South Korea. The research was conducted from 6 to 14 October 2023. The research team consisting of Dr Prayudi as the lead researcher, as well as research members Kartika Ayu Ardhanariswari and Ninik Probosari, is exploring the field of Creative City Brand Management, which involves in-depth analysis related to policies and strategies implemented by creative cities.
The research, entitled “Policy Model of Creative City Brand Management in Asian Region with Creative Economy Approach,” aims to understand how two geographically and culturally different cities, Jeonju and Kanazawa, manage their brands as creative cities. Dr Prayudi, who serves as the lead researcher, has deep expertise in brand management and has long been interested in cities that successfully blend cultural heritage with modern creative ecosystems.
Kartika Ayu Ardhanariswari and Ninik Probosari, as research members, bring their expertise in urban planning and creative economy to the project. They examined policies, supporting infrastructure, and the role of creative economy actors in creating ecosystems that support creative growth in these cities.
Overall, the branding of Jeonju, South Korea, as a creative city has been a successful example of utilising cultural heritage, traditional cuisine, arts, and culture to create an attractive and prominent image of the city. Jeonju has been able to combine modern advancements with traditional values in an alluring way, and this has helped the city become a desirable destination for tourists, artists, and creative entrepreneurs. Jeonju’s success also provides valuable lessons for other cities looking to capitalise on their own uniqueness to create a strong and attractive city brand.
On the other hand, one of Kanazawa’s greatest assets in its branding efforts is its diverse cultural heritage. The city is known as “Little Kyoto” because it has many historical and cultural sites similar to Kyoto, one of Japan’s most historic cities. However, Kanazawa has its own unique characteristics. One of them is the Higashi Chaya District, which is a beautiful traditional geisha district. Visitors can feel the atmosphere of the Edo period and enjoy the art of geisha performance, which is highly valued in Japan.
This research received support from the Ministry of Tourism and Creative Economy (Kemenparekraf). One of the outputs of the research is an academic paper that has been presented to the Ministry. It is expected that the results of this research will contribute to the global dialogue on urban development and creative city brand management. The research findings are also expected to not only benefit the academic community, but also provide guidance to urban planners, policy makers, and creative entrepreneurs who want to transform their cities into thriving centres of creativity and innovation.
This research was funded by an external research grant under the Higher Education Superior Applied Research scheme, Ministry of Education and Culture, Research and Technology.
Source: www.upnyk.ac.id