Digital Media’s Role in Cross-Cultural Urban Branding: A Comparative Study of Tokyo, Dubai, and Singapore

Authors

  • Linda Tan

    Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore

Keywords:

Cross-cultural urban branding; Digital media; Cultural adaptability; Global cities; Social media; Influencer marketing; Tokyo; Dubai; Singapore; Audience engagement

Abstract

This study explores how digital media shapes cross-cultural urban branding and public perception of Tokyo (Japan), Dubai (UAE), and Singapore. Amid globalization, urban branding attracts tourism, investment and talent, with digital media (social media, VR, influencer partnerships) as a key international channel. Using mixed methods (content analysis of campaigns, cross-cultural surveys, interviews with practitioners), it analyzes 3,500 digital artifacts (2021–2024) and 4,000 responses from 15 countries to identify cultural adaptability in branding and its impact on engagement. Results: Tokyo focuses on „traditional-modern fusion“ (popular in East Asia/West); Dubai on „luxury-innovation“ (strong in Middle East/South Asia); Singapore on „sustainability-efficiency“ (appeals to Southeast Asia/Europe). It develops a „cultural adaptability framework“ to help cities boost global reputation via digital media.

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Issue

Vol. 1 No. 1 (September 2025)

Section

Articles