ON THE ROLE OF CULTURAL BRAND BUILDING IN THE CONSTRUCTION OF NEW RURAL CULTURE -- A CASE STUDY OF SANSHENG FLOWER TOWN IN CHENGDU

Background: The revitalization of rural culture has become a critical objective in the broader context of rural development in China. Cultural brand building has emerged as a strategic approach to preserve local identity, promote cultural engagement, and stimulate rural tourism. Objectives: This study explores the role of cultural brand building in the construction of new rural culture, using Sansheng Flower Town in Chengdu as a case study. It examines how flower culture, as the core branding theme, contributes to the development of public cultural facilities, the organization of cultural activities, and the overall enhancement of the town’s cultural character. Methods: A qualitative case study methodology was employed, incorporating document analysis and direct observation. Thematic analysis was used to identify patterns and interpret the cultural branding processes and their implications for rural cultural development. Results: Findings indicate that the flower-themed cultural brand in Sansheng Flower Town has significantly contributed to improving public cultural infrastructure, promoting regular cultural events, and reinforcing a unique and recognizable cultural identity. Additionally, cultural branding has generated economic benefits through increased tourism and local employment. Nevertheless, challenges such as the risk of over-commercialization and the need for coherent brand management were identified. Conclusion: Cultural brand building is shown to be an effective strategy for fostering new rural culture by integrating cultural identity with economic development. The Sansheng Flower Town case provides valuable insights for applying cultural branding to other ruralsettings seeking to achieve a balance between cultural preservation, social cohesion, and sustainable growth.