베이징 중축선의 유네스코 등재와 현대적 활용 — 문화유산의 가치와 장소 브랜딩 적용을 중심으로

Abstract

In 2024, the Beijing Central Axis was officially inscribed as a UNESCO World Heritage site. The Beijing Central Axis is a pivotal element of traditional Chinese urban planning and architecture, which began to take shape in the 13th century and was fully developed during the Ming and Qing dynasties, continuing to evolve into the modern era. This study analyzes the historical value of the Beijing Central Axis and its modern utilization following its UNESCO inscription, exploring the cultural significance of the site and the branding strategies employed to promote it. The research findings indicate that the Beijing Central Axis is not only a historical heritage site but also a symbolic space encompassing political authority, ritual order, and philosophical thought, reflected through urban planning based on the principles of Chinese traditional thought and the concept of ritual system. Additionally, the modern utilization of the Central Axis incorporates various methods, such as digital technology, immersive education programs, and the integration of intangible cultural heritage, which align with China’s cultural heritage modernization strategy. However, structural challenges remain, such as the lack of connectivity between heritage sites, the absence of integrated planning, and the limited impact of cultural events and branding efforts. To address these challenges, an integrated approach to connecting the Central Axis as a continuous heritage rather than as isolated individual sites is necessary. This study concludes by proposing future research directions related to the preservation and redevelopment of the Beijing Central Axis, urban branding, and the balance between heritage conservation and development, while emphasizing the need for research focused on building a city’s image and brand.