Overseas-oriented Promotion and Publicity of Traditional Chinese Sports - Challenges and Countermeasures

Abstract

This paper puts narration of the introduction and evolution of the loanword “体育” in China as the beginning, accordingly presenting a new perspective to define the development of Chinese sports and confirm its uniqueness. Meanwhile, it analyzes the challenges from the aspects of domestic cognition, the limitation of traditional Chinese sports and media for publicity, followed by relevant countermeasures to make sure that traditional Chinese sports are promoted and publicized on the basis of Chinese viewpoint, with the insight of a shared future.