Research on the Export Strategy of Chinese Culture on TikTok Platform

Abstract

With the strengthening of our comprehensive strength, in the background of the development of economic globalization, the spread of culture is also an indispensable part of improving the power of national discourse. We not only need to continue to inherit and develop our own culture, but also need to export our culture to international platforms, so that a wider audience can understand our culture. Meanwhile, with the rapid development of economy, the leisure time of the public is gradually fragmented, and the demand for entertainment is also changing imperceptibly.However, although TikTok is widely accepted by overseas users, there are still defects in the transmission of Chinese culture-related content. Problems such as the quality of Chinese culture-related videos and the differences between Chinese and foreign cultures have led to the limitation of cultural output on short video platforms everywhere, and there is still a lack of key strategies to break the situation. This paper starts with the current status of TikTok's overseas development, refers to the literature studies of many scholars, analyzes the shortcomings of its current cultural output, and finds out possible breakthrough strategies to provide opportunities for the export of Chinese culture on overseas platforms.