Xiamen is known as a city of music, yet its rich musical heritage hasn't resonated with younger generations. The vibrant music culture has struggled to gain traction among the youth, leading to a gap in cultural transmission and engagement.

I developed the cultural tourism brand and Island Sings initiative for Xiamen City, featuring a series of music events aimed at revitalizing the city’s music culture among young people. The campaign strategically blended nostalgia with contemporary appeal to reconnect the youth with Xiamen’s musical roots.