Recently, the urban marketing cases of Zibo in Shandong Province and Rongchang in Chongqing have provided me with profound insights. Through unique creative strategies, they have successfully promoted local culture on a national scale, demonstrating the potential of the creative industry.
Zibo’s “BBQ Fever”: The Power of Creative Marketing
In 2023, Zibo gained rapid fame through its “Barbecue Culture Festival.” Unlike traditional marketing, Zibo chose the down-to-earth “barbecue” as its city emblem, combining short videos and social media to make “Zibo barbecue” a national sensation.This example demonstrates that the success of the creative industry lies in accurately identifying local characteristics and amplifying their influence through social media platforms. Zibo not only promoted its cuisine but also shaped a cultural symbol for the city, showcasing the combined value of creative content and communication strategies.
Figure 1: Zibo
Source：http://xhslink.com/a/dkLbcmmqy0Rbb
Rongchang’s Grassroots Marketing and Government Innovation
Recently, Rongchang in Chongqing gained popularity thanks to the grassroots creativity of “Braised Goose Brother” Lin Jiang. He gained fame by feeding halal duck to a popular online influencer, and after the video went viral, the local government quickly responded by granting him the title of “Chief Promoter of Rongchang Halal Duck” and introducing policies such as free parking and public transportation, further enhancing the city’s appeal.
This marketing approach resonates deeply with me, as a native of Rongchang, because I have witnessed firsthand the transformative impact of this strategy on the region. Rongchang, once a small county-level city in a second-tier city, had been struggling economically. However, in recent months, its daily revenue has exceeded 100 million yuan, and during the May Day holiday, the number of visitors was 4 to 5 times higher than in previous years. Rongchang’s success is not only due to the creativity of grassroots influencers but also the government’s swift response and policy support, creating a win-win model of “grassroots + official” collaboration.
Figure 2: Rongchang
Source：http://xhslink.com/a/4TDvoEZmI0Rbb
The Future Direction of the Creative Industry
This has made me reflect on the importance of incorporating creative ideas into urban development. First, innovative urban development must be rooted in local culture and regional characteristics, such as Zibo’s barbecue and Rongchang’s braised duck, transforming traditional elements into modern attractions. Second, short videos and social media serve as channels for creative content dissemination, where precise content combined with efficient dissemination can achieve a city’s brand effect. Finally, the integration of government policy support and market creativity can accelerate the maturation of urban industries.
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