Branding process of cultural heritage in the context of rural revitalization in China: a case study of Qingtian County

Constructing geographical brands is an effective way to realize the creative transformation of cultural resources and promote the empowerment of rural revitalization via cultural industries. The process and mechanism by which cultural resources empower geographical brands have not yet been systematically studied. Based on Bourdieu’s capital theory, this paper examines how Qingtian County (Zhejiang Province) transformed its diverse cultural resources into various forms of capital through the branding process. The findings demonstrate that successful geographical brand development requires selecting the region’s typical cultural resources, including agricultural heritage, intangible cultural heritage, and foreign culture, and then transforming them into symbolic and cultural capital. The branding process reflects the combination of the functions of service-oriented government and the vitality and agency of the society. Cultural elements brought over by overseas Chinese are integrated with local culture, lending the brands a unique transnational flavor. This network of overseas Chinese has become a source of essential social capital and a distribution channel for importing foreign commodities and exporting Chinese agricultural products.