Place branding and cultural capital: the case of Buenos Aires’ Chinatown

Abstract The article presented below aims to propose a reflection on the valuation of some spaces in the city that have a high intercultural load. Working on the definitions of some concepts from different disciplines and relating them directly to an example from the City of Buenos Aires, it is suggested to review the reading of the urban landscape production in spaces of cultural exchange, understanding that both the elements and the spaces produced and recreated from different cultures are visible expressions of the urban intangible heritage. From the example of the Chinatown of Buenos Aires, it is brought forward a reflection on the objectification of some cultural assets in the context of globalization, the use of identity based on the place branding of the city and its repercussions on the urban.