<![CDATA[Contemporary city branding remains dominated by government-centered, one-way communication, while Generation Z increasingly creates and shares city narratives through digital platforms. Previous Indonesian studies rarely integrate participatory communication, digital storytelling, user-generated content (UGC), and Generation Z within heritage branding. Objective: This study aimed to analyze the shift toward participatory city branding and formulate the Participatory Digital Heritage Branding Model (PDHBM) for Bandung Heritage. Method: A qualitative literature review and conceptual analysis of 31 scholarly sources published between 2000 and 2024 was conducted using thematic coding, conceptual synthesis, and model-building. Findings: The study identified a shift toward multidirectional communication, with digital storytelling and UGC strengthening authentic heritage narratives and Generation Z acting as co-creators. Implications: Local governments should act as facilitators of participatory digital ecosystems. Originality: PDHBM integrates government strategy, Generation Z, digital storytelling, UGC, public engagement, and heritage brand image within one conceptual framework.]]>
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