Abstract

Conclusion. Bandung’s grassroots creative networks significantly enrich participatory city branding by generating culturally grounded narratives and collaborative practices. The study contributes a Global South perspective to place-branding scholarship and highlights the strategic importance of informal creative actors in shaping sustainable city identities. Policy implications point to the need for inclusive governance structures that integrate grassroots narratives into formal urban development strategies.

Keywords: Grassroots subcultures; sustainable city branding; participatory narratives; cultural tourism; creative cities; Bandung.

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