Yingge Dance in Guangzhou’s Commercial Real Estate: A Study on Guangdong’s Intangible Heritage Dance as a Cultural Branding Tool

DOI

10.2991/978-2-38476-553-9_14How to use a DOI?

Keywords

Yingge Dance; Intangible Cultural Heritage; Branding Communication; Commercial Real Estate; Cultural Identity

Abstract

As urban commercial spaces increasingly seek cultural differentiation, the integration of intangible heritage into branding strategies has gained traction. However, few studies have explored how traditional folk performances like Yingge Dance operate within commercial real estate contexts, highlighting the need to examine its branding potential in rapidly developing cities. This study addresses this gap by investigating how Yingge Dance is utilized as a cultural branding tool in Guangzhou’s commercial real estate sector. Through semi-structured interviews with brand planners, Yingge troupe leaders, and cultural scholars, the research uncovers three key findings: Yingge enhances brand identity through spatial storytelling; it undergoes adaptive negotiation between tradition and commercialization; and it acts as an emotional interface that strengthens community attachment and cultural belonging. The discussion reveals Yingge’s unique capacity to move beyond symbolic representation, offering immersive and resonant experiences in urban branding. By situating Yingge within both market-oriented and culturally sensitive frameworks, this study contributes to broader debates on cultural sustainability, experiential branding, and the evolving role of intangible heritage in commercial environments.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ziqi Su
PY  - 2026
DA  - 2026/03/25
TI  - Yingge Dance in Guangzhou’s Commercial Real Estate: A Study on Guangdong’s Intangible Heritage Dance as a Cultural Branding Tool
BT  - Proceedings of the 2025 4th International Conference on Educational Science and Social Culture (ESSC 2025)
PB  - Atlantis Press
SP  - 111
EP  - 121
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-553-9_14
DO  - 10.2991/978-2-38476-553-9_14
ID  - Su2026
ER  -