Legal Foundations and International Experience in Leveraging Cultural and Artistic Events for Local Branding to Advance Sustainable Development and Product Export

This paper explores the legal foundations and international experiences in promoting cultural and artistic events as strategic resources for local branding in service of sustainable development and product export. Culture and the arts, traditionally regarded as expressions of human values, are increasingly recognized as drivers of economic growth and instruments for enhancing local competitiveness in a globalized economy. By examining the role of cultural and artistic events—ranging from traditional festivals and heritage weeks to contemporary art programs—the paper highlights their capacity to strengthen cultural identity, attract tourism, stimulate product consumption, and elevate local brands internationally. The analysis underscores the importance of establishing a coherent legal framework that leverages international treaties such as the UNESCO Conventions (2003, 2005) and the TRIPS Agreement, while also drawing lessons from comparative experiences worldwide. It argues that aligning domestic legal mechanisms with global best practices is essential for safeguarding cultural heritage, enhancing brand value, and ensuring sustainable integration into global markets.