Place Branding and the Dynamics of Co-Creation: An Activity Theory Study of a Creative Marketplace in Chengdu

This paper introduces the concepts of creative marketplaces, place branding, and co-creation. Focusing on Jiaozi Market in Chengdu, China, the authors use third-generation Activity Theory (Engeström, 2001) and Digital Ethnography (Pink et al., 2016), to map the roles of market organisers, vendors, and consumers. This reveals contradictions between place branding motives and outcomes across the activity system - tools, rules, community and division of labour - within the creative marketplace. The findings suggest that although creative marketplaces promote a perception of curated place branding, stakeholder participation often remains symbolic, resulting in disjointed and in authentic experiences for all involved.