Abstract
As China’s economic growth and international status improve, cultural industries and Chinese brand building have received key development. The rise of “Guochao” culture has been driven by policies and has affected the pastry industry, bringing it new development opportunities. This study selected the top ten biscuit brands on Taobao in 2022 for analysis, using literature survey, empirical comparative analysis, as well as comparative analysis and questionnaire survey of six brand packaging illustrations. The research results show that the fashion, culture and uniqueness of the “Guochao” have significantly affected the packaging illustration design of Chinese pastry brands, and have a positive impact on consumers’ purchase intention,The Guochao trend not only reflects the inheritance and development of Chinese traditional culture but also demonstrates the gradual enhancement of Chinese brand culture.
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