TRANSFORMING CULTURAL HERITAGE INTO CULTURAL INDUSTRY PRODUCTS: A STUDY CASE OF THE “HOI AN MEMORIES” SHOW

Abstract

This paper examined the large-scale outdoor performance Hoi An Memories as a model for transforming cultural heritage into cultural industry products within the creative economy. Using qualitative methods and a case study approach, it identifies four key factors behind the show’s success: artistic reconstruction of collective memory, integration of modern performance technologies, immersive audience experiences, and sustainable commercialization. These elements enable the shift of heritage from static preservation to a creative resource, enhancing socio-economic value and strengthening local cultural branding