HRMARS - Amid increasing global competition among cities and the growing emphasis on culture-led development strategies, local cultural visual assets have become important resources for strengthening city identity and enhancing cultural competitiveness. Beyond government-led branding initiatives, enterprises increasingly participate in the reinterpretation and commercialization of local culture through visual communication and souvenir design. However, the adaptation of local cultural assets in commercial contexts often involves tensions between cultural authenticity and market demands, while existing studies mainly focus on government branding and heritage representation, with limited attention given to enterprise adaptation mechanisms. Recent studies highlight the role of cultural assets in urban branding and heritage communication (Ciuculescu & Luca, 2024), while research also suggests that balancing aesthetic innovation and cultural authenticity is critical for effective heritage branding (Taha & Abdelfattah, 2023). Furthermore, the use of traditional cultural symbols can strengthen emotional resonance and consumer attachment (Dinnie, 2015). Using Shaoxing as a case study, this study addresses the research gap concerning enterprise adaptation of local cultural visual assets and proposes a transferable adaptation mechanism model to support culturally rooted branding and souvenir design strategies in heritage-rich cities.
Rui et al. (Wed,) studied this question.