PLACE-BRANDING IN THE REGENERATION OF CHINESE CITIES: AN INVESTIGATION OF THE 1912 PROJECT IN NANJING, CHINA

Abstract

Nanjing has been facing the dilemma between revitalizing old and dilapidated urban quarters and pushing for greater economic growth through construction of modern high-rise buildings and broader roads. Traditional urban quarters serve as a meaningful yet crucial approach for current urban dwellers to recognize their urban environment as well as the structure of city’s memory.

This dissertation investigates place-branding regeneration strategies to achieve cultural enhancement and recognition of history as well as the reality of such projects in Chinese cities. China’s place-branding urban regeneration projects have been facing criticism as more and more cities are mimicking the seemingly successful Shanghai Xin Tian Di by transforming old urban quarters into commercial quarters. Through the case study of Nanjing 1912, the paper suggests it is inevitable that partial historical and cultural values of old urban quarters will be compromised for economic values in urban regeneration. In the meantime, this paper is trying to prove to a certain extent that the locals have benefited from the Nanjing 1912 project.

By scrutinizing the Nanjing 1912 regeneration project, this dissertation demonstrates how Nanjing 1912 strives to revive cultural and historical essence of old urban into a leisure culture street as well as establishing it as an influential brand in the field of urban regeneration not only within Nanjing but also as a catalyst in neighboring cities, as well as reinforcing the collective pride and unique cultural identity of the local residents.