A Study on the Regional Branding Strategy of UNESCO's Creative City : Based on Sapporo, a City of UNESCO's Media Art Creation

Sapporo City has become a UNESCO creative city in the field of media art, paying particular attention to ICT for urban revitalization and branding. In the case of Sapporo City, in order to brand the entire city as a media art creative city, it has actively attracted companies and continues to promote various related events, targeting not only Japanese domestic but also people around the world. Sapporo City's characteristic is that media art is not only held at temporary events such as festivals or some exhibition stages, but also the entire city is used as a stage at various events and Sapporo International Arts Festival. It is actively interacting with media art cities among the UNESCO Creative Cities Network, and creating works with artists, among the UNESCO Creative Cities Network, establishing Sapporo City's recognition worldwide. It is also characterized by the fact that it is effectively transmitting brands to the world by realizing media art that transcends time and space through online and video disclosure. In addition, various events in Sapporo, which are held as a media art creation city, focus on citizen participation and are active in fostering human resources. In general, Sapporo City puts the most importance on the connection between government offices, companies in the city, and citizens and educational institutions in media art–related projects, and the government or local governments do not conduct projects independently, but rather companies, educational institutions, and citizens are the main agents to brand media art creation cities.