Branding George Town world heritage site as city of gastronomy: prospects of creative cities strategy in Penang

George Town, Penang, Malaysia, holds significant potential to be branded as a UNESCO 'City of Gastronomy,' leveraging its rich gastronomic heritage to drive urban regeneration and sustainable development. This study demonstrates that such branding could effectively highlight the city's culinary prowess, image, and identity on a global scale, aligning with UNESCO's Creative Cities Network initiative. The research employs a strategic analysis approach, evaluating George Town's cultural capital—particularly its gastronomic legacy—as a catalyst for economic revitalization. By doing so, it contributes to the nascent field of 'culture and urban planning' in Malaysia, offering actionable insights for policymakers at local, state, and federal levels to reform urban policies. This work bridges gaps in existing scholarship, providing a test bed for sustainable urban development strategies that integrate cultural assets into broader economic and political frameworks.

Suet Leng, K., & Badarulzaman, N. (2014). Branding George Town world heritage site as city of gastronomy: prospects of creative cities strategy in Penang. International Journal of Culture, Tourism and Hospitality Research, 8(3), 322–332. https://doi.org/10.1108/ijcthr-08-2012-0065