Destination Branding Semarang Chinatown as a Cultural Heritage Site

Abstract

Semarang Chinatown area is one of the historical sites of Ancient Semarang Heritage City where there are cultural relics in store. Consisting of, viz.: architecture, food, stories, and environment that’s prominent with a Chinese family style atmosphere. Ironically, numerous cultural assets contained in the Semarang Chinatown Area are less celebrated unlike Semawis Night Market since people envision the area Semarang Chinatown only has it as its prime and foremost attraction. People's awareness to to other cultural and historical assets is immensely minimal. Therefore, through this Final Project the writer has chosen to fathom this issue and to come up with a solution. By establishing a brand new and fresh visual identity, the author wishes to be able to introduce Semarang Chinatown Area as an integrated cultural historic area to a wider-reaching audience to array a large selection of richness of philosophy, culture, and value that will not only enrich the knowledge of visitors but also to entertain them with some aesthetic pleasure.