From Localization to Global Localization: The Art of Storytelling on the Platform for Brand Building of Intangible Cultural Heritage

Abstract

This study explores the crucial role of “platform-specific storytelling” in the global localization of intangible cultural heritage (ICH) brands. Despite the potential of global platforms such as Instagram, YouTube, and TikTok to tailor content for diverse audiences, there often exists a “narrative gap” between official narratives and platform-native user engagement. Through a comparative analysis of multi-platform content, this study dissects how their unique affordances—from visual aesthetics to participatory interaction—reshape brand identities and foster brand co-creation. The research findings aim to provide ICH practitioners with a strategic framework for bridging this gap through platform-optimized storytelling, effectively transforming local heritage into globally resonant cultural brands.