Author(s)

Siying Zhang ¹, Yuting Li ¹, Kailin Huang ¹

Affiliation(s)

¹ College of Art and Design, Guangdong University of Finance and Economics, Luntou Road, Guangzhou, 510320, China

Corresponding Author

Siying Zhang

ABSTRACT

The connotation construction of "Guangdong-Hong Kong-Macao Bay Area" has entered a new stage of development. In the new era of cultural transformation, different regional cultural resources endowment, the construction of "cultural bay area" from theory to practice need new dimensions and new methods of leadership. National policy presentation to "promote cultural self-confidence and self-improvement, create cultural brilliance in the new era", and the most direct and effective way to seek cultural identity is to protect traditional culture, especially intangible cultural heritage. This paper takes the policy as the guide, takes Jiangmen Overseas Chinese Yinxin as the research sample, uses the research literature data to conduct a comparative analysis, uses the case study to compare with the academic development of scholars' research, discusses the problems of the construction of the "Bay Area" characteristic culture, and finally provides a good basis for the development of the "Bay Area" characteristic culture. Finally, we propose a preliminary concept for further construction strategies of cultural innovation in the "Bay Area".

KEYWORDS

Cultural inheritance, Chinese overseas Chinese banking trust, Cultural Bay Area, Value transformation

CITE THIS PAPER

Siying Zhang, Yuting Li, Kailin Huang, The Promotion of Cultural Heritage and Innovative Development of "Humanistic Bay Area": the Case of Ocbc Yinxin. Journal of Sociology and Ethnology (2023) Vol. 5: 27-36. DOI: http://dx.doi.org/10.23977/jsoce.2023.050405.

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