By: Xinru Gao and Galina V. Astratova
Taking the rapid rise of Harbin Ice and Snow World from its official opening on December 18, 2023, to the present day as an example, this article analyzes in depth the interactive relationship between Harbin Ice and Snow World and the construction of the city brand through multiple perspectives such as timeline, social media influence, cultural output, identity, and brand co-construction. The article aims to explore the successful experience of city brand construction in the digital era and puts forward the brand image suggestion of multiple co-construction. City branding faces new opportunities and challenges in the digital era, characterized by “short, flat, and fast” information dissemination. To have a footing in the river of the times, city branding needs to go upstream and take the initiative to carry out digital transformation. The synergistic mechanism of cultural output, identity, and brand building will be the key to the triumphant rise of the city. Taking Harbin Ice and Snow World as an example, we will delve into the rise of Harbin’s city brand in the digital era. We will explore the synergistic mechanism of city branding in the digital era through multiple dimensions such as timeline, social media influence, cultural output, identity, and brand co-construction. In this process, the popularity of Harbin Ice and Snow World provides a typical case, which offers essential experience and inspiration for other cities in brand building in the digital era.
Keywords: Harbin Ice and Snow World, social media platform, cultural output, identity, brand construction
Citation:
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