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

Mengge Huo; Angus Donald Campbell; Mairi Gunn; Michael Davis

doi:10.21606/iasdr.2025.173

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

Mengge Huo
, Angus Donald Campbell
, Mairi Gunn
, Michael Davis

School of Design

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

Abstract

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 inauthentic experiences for all involved.

Original language	English
Title of host publication	IASDR 2025:
Subtitle of host publication	Design Next
Place of Publication	Taipei
Publisher	DRS Digital Library
DOIs	https://doi.org/10.21606/iasdr.2025.173
Publication status	Published - 2 Dec 2025

Publication series

Name	IASDR Conferences
Publisher	DRS Digital Library

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 8 Decent Work and Economic Growth
SDG 11 Sustainable Cities and Communities
SDG 17 Partnerships for the Goals

Keywords

Co-creation
Place branding
Activity theory
Creative marketplaces

ASJC Scopus subject areas

Social Sciences (miscellaneous)
Arts and Humanities (miscellaneous)

More information

10.21606/iasdr.2025.173Licence: CC BY-NC

http://hdl.handle.net/10397/118221

Cite this

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

abstract = "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 (Engestr{\"o}m, 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 inauthentic experiences for all involved.",

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Place Branding and the Dynamics of Co-Creation: An Activity Theory Study of a Creative Marketplace in Chengdu. / Huo, Mengge; Campbell, Angus Donald; Gunn, Mairi et al.
IASDR 2025: Design Next. Taipei: DRS Digital Library, 2025. 173 (IASDR Conferences).

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

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