The Strategy of Empowering City Brand Building with Cultural Creativity from the Perspective of Fan Economy: A Case Study of Seoul

Luoqing Wang

doi:10.54254/2754-1169/2025.CAU27155

Advances in Economics, Management and Political SciencesOpen access

The Strategy of Empowering City Brand Building with Cultural Creativity from the Perspective of Fan Economy: A Case Study of Seoul

Research Article

Open Access

The Strategy of Empowering City Brand Building with Cultural Creativity from the Perspective of Fan Economy: A Case Study of Seoul

Luoqing Wang ^1*

¹ Suzhou North America High School

^*Corresponding author: huya@asu.edu.pl

Published on 24 September 2025

AEMPS Vol.218

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-385-7

ISBN (Online): 978-1-80590-386-4

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Abstract

This study takes the role of fan economy in shaping the urban cultural and creative industry and urban brand building as its core, and focuses on the practical experience of Seoul. Combining the business model of fan economy with the cultural and creative industry, this paper explores its role and influence in enhancing the brand image of Seoul City. By focusing on the case analysis of the idol fan meeting in Seoul, the aim is to reveal the potential and innovative means of the fan economy in promoting the cultural soft power of the city. Secondly, analyze the marketing model that combines pop-up stores with celebrity IPs. Through the positioning of different customer groups, the methods to achieve profitability should be analyzed. Meanwhile, it explored the positive empowerment and development assistance that the fan communities of celebrities as city brand ambassadors can bring to the city. Overall, the research findings and conclusions of the study provide theoretical support and practical reference for optimizing the development strategies of urban cultural industries and shaping the unique brand image of cities. Analyzing the methods and steps involved has certain innovative significance and can also offer references for the brand building of other cultural cities.

Keywords:

Fan economy, cultural creativity, city brand, Seoul

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