From Book Store to Fashion Runway: Adapting Lessons from the Music-enhanced Sisyphe Bookstore’s Culture in Qingdao (China) to the Fashion Culture of Manila, Philippines

This study investigated how music education activities integrated into bookstore culture can enhance cultural literacy, customer engagement, and employee development, using Sisyphe Bookstore in Qingdao, China as a case. Drawing on theoretical frameworks from social learning, behaviorism, and multiple intelligences, the research examines the cognitive and social mechanisms by which music activities influence both patrons and staff. A mixed-methods design was employed, combining surveys (n = 45 customers; n = 6 employees) with semi-structured interviews. Findings indicate that music education activities improved customers’ musical literacy, heightened their enjoyment and loyalty to the bookstore, and fostered greater interest in music-related products. Employees reported increased job satisfaction, creativity, and teamwork, while also gaining musical knowledge. Both groups emphasized the value of practice-based learning, collective participation, and the creation of a socially enriching atmosphere. Results align with prior research on music’s role in shaping consumer behavior, workplace satisfaction, and cultural identity. This study contributes to the cognitive sciences of music by showing how informal educational contexts—such as bookstores—can serve as platforms for music learning and cultural engagement. Implications extend to music education practice, retail innovation, and community-based cultural development. Limitations include the single case-study design and reliance on self-reported data. Future research should examine cross-cultural bookstore contexts and employ longitudinal measures.

music education, bookstore transformation

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