Summary of Key Points
The economic strength of Chinese cities (such as GDP being nearly 70% of that of the United States) does not align with their global brand rankings (Hong Kong at 33rd, Beijing at 48th, Shanghai at 49th). The problem lies not in a lack of dissemination but in the absence of an effective “development narrative.” A development narrative is more than just slogans or labels; it involves redefining issues and setting expectations to change people’s behavior, thereby driving urban growth. The article uses international examples like Bilbao, Dubai, and Singapore, as well as domestic cases like Hefei and Hangzhou, to illustrate how cities can rewrite their destinies through a combination of narrative and action. It emphasizes that the narrative is a fundamental part of urban strategy and should be tailored based on each city’s unique strengths in order to gain a global voice.
1. Don’t Confuse “Narrative” with “Promotion/Labels”
Many cities mistakenly believe that shouting slogans (such as “City of Innovation”) or producing promotional videos constitutes a narrative. However, this is not the case:
- Dissemination ≠ Narrative: Dissemination is about making people aware of you (e.g., advertising a beautiful location), while a narrative is about motivating them to take action (e.g., Bilbao’s museum transformed the city’s image from “unsalvable” to “cultural rescue,” attracting investors).
- Promotion ≠ Narrative: Promotion focuses on what you have to offer (e.g., “We have industrial parks”), whereas a narrative tells people what they should do (e.g., Hefei’s story of “core, screen, automotive, and bio technologies” attracted talent and businesses).
- Labels ≠ Narrative: Labels are catchy names (e.g., “City of Cars” for Detroit), while a narrative provides a rationale for actions (e.g., Pittsburgh’s early investment in knowledge and innovation, allowing it to transform quickly after the steel industry decline).
In short, a narrative gives people a reason to take action, not just an introduction to who you are.
2. The Power of Narrative: Changing Questions/Expectations
The magic of a narrative lies in redefining the meaning of facts. The same situation can lead to completely different outcomes depending on how it is presented:
- Changing the Question: In 1991, Bilbao was an industrial wasteland. When asked if it could be saved, the government created the Guggenheim Museum and shifted the focus to whether culture could transform the city’s fate. This led to a surge in tourism and investment, with the museum generating 670 million euros in GDP annually and creating 14,000 jobs 27 years later.
- Changing Expectations: Dubai, lacking oil, redefined its value from “resources determine wealth” to “future prospects.” By building iconic landmarks and infrastructure, it became a global investment hub. Singapore, with its “Garden City” narrative, conveyed the message of safety and order, attracting multinational companies and achieving an average annual GDP growth of 9%.
- The Example of Pudong: Zhao Qizheng transformed the idea of investing in a remote Shanghai suburb into positioning it as a node on the East Asian economic corridor. Kissinger recommended American companies to invest there, turning Pudong into an international financial center.
The essence is that a narrative helps you break out of old frameworks and show new possibilities, which then become reality through action.
3. How International Cities Use Narrative for Success
Several examples demonstrate the power of a well-crafted narrative:
- Bilbao: The museum sparked discussions about new possibilities, followed by investments in metro systems, river management, and cultural industries, turning the industrial site into a cultural hub.
- Dubai: By positioning itself as a “City of the Future,” it invested in infrastructure to attract future visitors and investors.
- Singapore: Its “Garden City” narrative conveyed a sense of safety and reliability, transforming it from a resource-scarce island into a global financial center.
Common thread: A narrative is not just empty promises; it’s about telling a story first and then taking action to make it come true. Without corresponding actions, a narrative remains unimplemented; without a narrative, infrastructure efforts are unnoticed.
4. Narrative Practice in Chinese Cities
Chinese cities have plenty of material (5,000 years of civilization and urban development experience) but lack the ability to turn this into actionable strategies:
- Hefei: By focusing on its industrial strengths, it transformed from a small county into a leading investment hub with stories around “core, screen, automotive, and bio technologies.” This strategy led to significant economic growth and attracted talent.
- Hangzhou: It used digital technology to preserve and promote its cultural heritage, making it accessible globally. For example, the game “Black Myth: Wukong” and its related content reached 160 million readers worldwide. The Lingzhu Ruins were transformed into a cultural destination.
The key is to start with your city’s unique strengths and create a narrative that captures global attention, then follow up with concrete actions.
5. Narrative as the Core of Urban Strategy
A narrative is not just creative writing; it’s a fundamental part of urban planning:
- Narrative is Not Just for the Public Relations Department: Singapore’s evolution from a “Garden City” to a “Smart Nation” over 60 years was the result of strategic planning, not the work of advertising agencies.
- The Global Arena: Having a strong narrative attracts global investors and talent. Hefei’s investment story attracted international capital, while Hangzhou’s cultural narrative helped foreigners understand China.
- Narrative Involves Long-Term Planning: It’s about setting a direction for the future that guides people’s actions.
In conclusion, urban development begins with a clear narrative. If Chinese cities want to stand out globally, they must learn to use stories to drive change in people’s behavior.