Tsingtao Beer as a Visual Cultural Symbol in Qingdao’s Urban Branding

This thesis examines how Tsingtao Beer has developed from a local industrial product into a visual cultural symbol within Qingdao’s urban branding. Drawing on the perspectives of urban branding, visual culture, cultural geography and place identity, the research investigates the ways in which the brand is represented in Qingdao’s urban landscape and public cultural spaces. The study focuses on selected visual materials and spatial contexts, including the Tsingtao Beer Museum, the Qingdao International Beer Festival, advertisements, logos, public installations and tourism-related representations. Using a case-study approach combined with visual discourse analysis, the thesis explores how historical narratives, local identity and contemporary tourism consumption are communicated through these representations. Particular attention is given to the relationship between Qingdao’s colonial history, beer culture and the construction of the city’s contemporary image. The research aims to contribute to a more detailed understanding of how commercial brands can participate in the visual production of place identity and become integrated into broader processes of urban cultural branding.