Cultural Export Research Articles

Explore Global Fashion Trends and Cultural Influences

This paper discusses the relationship between cultural identity and diversity, cultural export and import, social values and behavioral patterns in global fashion trends, as well as the challenges and future prospects. It emphasizes that culture, as the core of fashion design, is spread globally through commercial operation, but it is necessary to balance cultural protection and commercialization to avoid cultural distortion. Meanwhile, changes in social values and behavioral patterns drive fashion innovation, while the application of technology such as AI accelerates the intelligence of the industry. In the future, the fashion industry will pay more attention to diversification, intelligence and sustainability, balancing the needs of culture, commerce and environmental protection, and jointly promoting the fashion industry to a better and sustainable future.

Study on the Historical Influence of Foreign Exchanges in the Tang Dynasty

As one of the dynasties with the most powerful national strength and wealthy social development in Chinese history, the Tang Dynasty's great and advanced culture drew numerous countries and nations to exchange and exchange. This essay will investigate the goal of international exchanges and their historical impact on the Tang Dynasty. This essay analyses the impact of the tributary system, political reconciliation, and sea trade on foreign exchange in the Tang Dynasty by consulting literature. The development of diplomats from other countries and the Confucian cultural circle in East Asia demonstrated that the Tang Dynasty wielded significant cultural influence in East Asia, bolstering the Tang Dynasty's international standing. The research findings demonstrate that the Tang Dynasty actively engaged in external exchanges, which helped to stabilise the border area and ensure internal stability, promote Tang culture exports outside, and increase the Tang Dynasty's international impact. Tang Dynasty overseas exchanges continue to have a significant impact on the globe today, inspiring the export and transmission of culture, international relations, and commercial and trade exchanges, as well as driving the acceleration and development of the globalisation process.

WeTV in Thailand: (g)localised strategies of Chinese streaming media and Y-series

ABSTRACT WeTV, the overseas version of Tencent Video, has significantly transformed the conventional paradigm for international expansion adopted by China’s media industry guided by the “going out” policy. The new path blends barriers between internet companies and the cultural sectors through the establishment of an all-in-one “pan-entertainment” ecosystem and highlights a new method for Chinese media going overseas. However, very little research investigated the fundamental rationale behind this innovative business model. This article seeks to address the gap by scrutinising the glocalised operations of WeTV with a particular emphasis on its implementation in Thailand. The study aims to elucidate the processes through which Chinese streaming media’s internet business logic and intellectual property (IP) economy strategies are adopted and received in foreign markets. Through semi-structured interviews with industry stakeholders, coupled with qualitative content analysis, this article provides insights into the monetisation procedure of WeTV in Thai contexts, employing originally produced Y-series as the case in the centre of its strategic cultural exports. This exploration sheds light on WeTV’s evolution from a domestic entity to an increasingly regionalised practice, aspiring to become an integral component of the global media landscape. The findings argue that WeTV’s strategic positioning within Tencent’s digital content ecosystem, demonstrates the viability of vertical integration in other industries and places. The article offers a comprehensive examination of the inter-Asia adaptation of Chinese internet strategies in the streaming industry, therefore, contributing to the de-Westernisation of global digital media industry research.

A Study on the Relationship between Confucius Institutes and Kenya’s Agricultural Economy in the Belt and Road Perspective: A Case Study of Confucius Institute at Egerton University

The Belt and Road Initiative (BRI) has attracted attention from all sides since it was proposed. As one of the bridges connecting China and the countries along the Belt and Road, Confucius Institutes have also received attention for their declining popularity and role in recent years. To explore whether Confucius Institutes can seize the new development opportunities brought by the Belt and Road, to realize innovative development and achieve better economic cooperation between China and the countries along the route. This paper takes Kenya’s economic structure as an entry point and focuses on the relationship between Kenya’s economic and agricultural development and the development of Confucius Institutes. Using the case study method, it analyzes the agricultural cooperation mechanism of the Confucius Institute Egerton University in Kenya--”Chinese + Agriculture” schooling characteristics. The paper concludes that under this mechanism, the Confucius Institute does have the possibility of further development. Based on this, this paper puts forward the following suggestions. The future development of Confucius Institutes should not be purely as a platform for cultural export but should pay more attention to the development mechanism that combines with the actual economic needs of the local community to have a more long-term development.

Cultural Export and Global Perception of the Mexican Film Industry

This paper examines the dynamic role of the Mexican film industry as a significant cultural exporter and its evolving perception in the global market. It traces the historical development of Mexican cinema from its Golden Age to its modern resurgence, highlighting the contributions of seminal filmmakers and landmark films that have shaped its international identity. The study explores the mechanisms of cultural export, including traditional and digital distribution channels and the pivotal role of film festivals and international awards. Further, it analyzes the global reception of Mexican films, noting the critical and audience responses across diverse cultural landscapes. The influence of Mexican cinema on global film practices and cultural trends is examined through its narrative innovations and thematic contributions. Finally, the paper discusses future trends and identifies potential challenges and opportunities for Mexican cinema, emphasizing the need for sustainable funding models and the balance between global appeal and cultural authenticity. This comprehensive review illuminates how Mexican cinema continues to contribute to and shape the global cinematic landscape, advocating for a more inclusive and diverse film culture.

From “Made In” to Mukokuseki: Exploring the Visual Perception of National Identity in Robots

People read human characteristics into the design of social robots, a visual process with socio-cultural implications. One factor may be nationality, a complex social characteristic that is linked to ethnicity, culture, and other factors of identity that can be embedded in the visual design of robots. Guided by social identity theory (SIT), we explored the notion of “mukokuseki,” a visual design characteristic defined by the absence of visual cues to national and ethnic identity in Japanese cultural exports. In a two-phase categorization study (n=212), American (n=110) and Japanese (n=92) participants rated a random selection of nine robot stimuli from America and Japan, plus multinational Pepper. We found evidence of made-in and two kinds of mukokuseki effects. We offer suggestions for the visual design of mukokuseki robots that may interact with people from diverse backgrounds. Our findings have implications for robots and social identity, the viability of robotic exports, and the use of robots internationally.

BL Drama: The Thai Entertainment Industry as a Source of Soft Power

Boys Love, a subcategory originated in Japan in the 1970’s has swept the Thai entertainment industry. BL dramas has put Thailand on the map with an international recognition and appreciation through the portrayal of the country’s gender fluidity narrative and addressing relatable social question of the current generation. Observations can be made on the possibility of Thailand to use this newly found niche market as a source of soft power. Looking at the country’s other Asian neighbors as case study allows for a clear pattern to be observed through the use of the entertainment industry as a mean for cultural export, simultaneously establishing a sphere of influence that can be leverage on the diplomatic stage. This paper leverage the case study of South Korea and Japan as prime example of soft power through their respective entertainment industry. From the origin of the Boys Love and its success in Thailand to analysis of similar case studies in Japan and South Korea, this paper seeks to understand the feasibility of the BL genre becoming an asset positioning Thailand as a key player in the diplomatic arena both within Asia and the international community. The BL industry in Thailand has a significant potential of propelling the country on the international stage as a significant regional power. Yet, there are some major setbacks to be addressed for that concretization of this phenomenon.

A Brief Analysis of the Development of the K-pop Industry from a Cross-Cultural Perspective to Drive User Consumption Behavior: Taking the "Small Card" of Idols as an Example

The K-pop industry, as a representative of South Korea's entertainment industry, has shown significant influence globally in recent years. With the continuous export of K-pop culture, its peripheral products, as a characteristic product, have gradually been actively sought after by a large number of fans. Among them, small cards, as a representative product of the peripheral industry, have gradually become popular and popular, but there is still consumption chaos in their consumption process. Based on globalization theory and cross-cultural communication theory, this article uses in-depth interview research methods to explore the psychology and specific mechanisms of small card consumption, while analyzing the problems and challenges it brings. This article analyzes that the forms of small card consumption are diverse, and their hot sales reflect the development of the fan economy and the dissemination of K-pop culture, providing theoretical and practical significance for the future development of the small card market. Based on this, the following suggestions are proposed: improving consumer awareness, regulating merchants and trading platforms, and strengthening government supervision.

Study on the Path of Intercultural Communication of Television DramaTake Queen of Tears as an Example

Korean film and television dramas are one of the important carriers of intercultural communication in Korean culture. The study of the reasons for the popularity of Korean dramas from the perspective of intercultural communication has received extensive attention, but there is still a lack of in-depth research on the latest explosive Korean dramas. This paper will take the Korean drama Queen of Tears, which exploded in the first half of 2024, as a sample to analyze the reasons for the popularity of the Korean drama Queen of Tears in China under the cross-cultural communication path. The paper analyses that the popularity of Queen of Tears is inextricably linked to the interplay of casting, plot, filming, and production. Based on this, this essay proposes that domestic TV dramas should pay attention to character suitability in casting, rich and diversified plots, and character settings, and focus on short-video marketing and other suggestions, hoping to shed some light on the production of domestic TV dramas, to promote the export of Chinese culture to foreign countries.

Formation of a model of Azerbaijani memory policy

The author present the phenomenon of memory politics, which is a key aspect of forming and maintaining national identity, as well as determining the foreign policy priorities of the Republic of Azerbaijan. In the context of Azerbaijan, a country with a rich history and cultural heritage, the translation of memory policy plays a significant role in shaping the image of the state in the international arena. Consideration of the peculiarities of this process allows for a deeper understanding of Azerbaijan's foreign policy strategy, its interaction with other countries and international organizations, as well as the influence of historical heritage on contemporary political decisions. The export of national culture, its promotion abroad and the formation of a positive image of the country contribute to the creation of a favorable foreign policy environment. This allows the country not only to preserve its identity, but also to interact with other cultures within the global cultural space. The author presents the strategy of constructing a model of Azerbaijani cultural memory policy in foreign policy and the ways of its realization, which also serves to consolidate society and build a new model of national identity formed after the collapse of the Soviet Union. This model includes both a number of features characteristic of the former Soviet republics and specific provisions distinguishing the Republic of Azerbaijan. In this sense, the political and cultural processes taking place in Russia's neighboring states are of particular interest to researchers, allowing them to build a competent attitude to the current processes affecting society both in Azerbaijan and in Russia, which is home to a large Turkic-speaking population, including ethnic Azerbaijanis.

The Phenomenon of Cultural Discount and Its Reasons in the Cross-cultural Communication of Domestic TV Dramas--Taking The Legend of Zhenhuan as an Example

In the perspective of the dynamic global landscape, individuals residing overseas have several misunderstandings and prejudices towards China, resulting in a range of obstacles limiting the promotion of Chinese perspectives. Utilizing the story of an attractive Chinese narrative and cultivating a positive perception of a nation's greatness can serve as a potent strategy for mitigating opposition towards Chinese culture. Nevertheless, the occurrence of "cultural discount" frequently arises in the context of cultural export, so significantly impacting the efficacy of cultural communication. The majority of these investigations about this phenomena mostly centre around the cross-cultural communication aspects of documentary films, with comparatively less emphasis placed on TV dramas and other forms of film and television that exhibit greater efficacy in communication. This study examines the phenomena of "cultural discount" and its underlying causes by taking the TV drama The Legend of Zhenhuan as an example. The Legend of Zhenhuan was popular in China but not in the United States. The research reveals that various issues, including disparities in textual comprehension, absence of translation artistic elements, and fragmented narrative structures, have an impact on the comprehension of Chinese television dramas among western viewers. Moreover, these factors contribute to the exacerbation of the phenomena known as "cultural discount". These variables serve as a theoretical foundation for domestic film and television productions to enhance their outreach efforts, thus facilitating the more efficient dissemination of Chinese culture and the establishment of China's image.

<b>Ancient Chinese Philosophy in Korea: Implied Influences of Confucianism in Contemporary Korea and the Korean Idealistic Alteration</b>

This paper methodically described the implied influences that the traditional Chinese philosophy of Confucianism enacts in contemporary Korea. In ancient times, Korea has a strong link to China and has imported China’s traditions and thoughts that contributed in the enrichments of Korean culture, while Confucianism is an ideal representative among them. After 2000s, Confucianism preserved in the sociocultural aspect of Korea as part of its tradition. However, the younger generation’s thoughts and habits are highly affected by the Korean Wave and the advancements of eras, therefore, certain idealistic alteration in contemporary Korea have produced. By clarifying the implicit influences of Confucianism in current Korean society and its unique alteration, this paper can contribute in the research field of Korean culture while also provide a fair view regarding the cultural exports of Confucianism from ancient China.

Beyond Words

Beyond Words

MiHoYo Case Study--Taking Development of Genshin Impact

Game is a modern new art, as a global characteristic cultural language and a new type of cultural carrier. Cultural export is an important strategy aimed at strengthening a country's image, attracting international attention, and promoting cultural exchanges by disseminating a country's cultural values, art forms, and ideas. The core of this strategy is to promote the country's unique cultural elements to the international stage through various media and channels, thereby promoting a more comprehensive and positive understanding of the country on a global scale. This study explores the impact of cultural output on the development of the video game industry by taking Shanghai MiHoYo.Network Technology Co. It summarizes the role of cultural output in its brand strategy and analyzes the cultural communication strategy it adopts. The results of the study show that cultural output as a branding strategy brings great advantages to the development of electronic games and enhances the competitiveness of the industry.

South Korea’s Soft Power to China: Taking K-pop as an Example

With the deepening of globalisation and the rapid development of information technology, the competition for soft power among countries has become more intense. Against this background, South Korea, as an Asian country, has rapidly risen over the past few decades, becoming one of the models of possessing strong soft power. The origin and development of South Korea’s soft power success as well as its influence and inspiration on China is undoubtedly a subject of great interest. This paper employs literature research method and data analysis to explore the impact of South Korean soft power on China. By doing so, it aims to provide valuable insights for China’s cultural export, international image building, and global interactions, enabling China to effectively play its role on the international stage. South Korea's journey in harnessing its soft power, particularly in the domains of K-pop, cinema, and technology, has propelled it to the forefront of global cultural influence. Understanding how it has achieved this and how China can draw lessons from this success story is essential in an increasingly interconnected world.

The change of Chinese elements in Hollywood films from a cross-cultural perspective

As a kind of visual communication art, a movie is a product of the fusion of modern science and technology and art, as well as a medium for reflecting social phenomena and spreading multiculturalism. The mainstream Hollywood films naturally represent the ideological characteristics and value orientation of the field or country it belongs to. As a heterogeneous culture, Chinese elements in Hollywood movies have experienced a long and tortuous change, which is not only related to the enhancement of China's comprehensive national power and the change of international relations, but also inextricably linked to the Western core cultural values behind Hollywood. The overall change of the image of Chinese elements in Hollywood movies can be summarized as a shift from negative stereotypes to the inclusion of Chinese characteristic elements and the gradual export of Chinese stories and culture, showing a positive and diversified development trend, and behind this trend change is the refraction and effect of cross-cultural communication between Chinese and Western.

The International Communication of Chinese Culture in the Context of Games - A Case Study of Genshin Impact

With the international development of Chinese game industry, game is becoming a new way to promote “cultural export” as a kind of new media form and communication method. Genshin Impact, a Chinese game that has been well received in overseas markets in recent years, is taken as an example in this study, and this phenomenon is analyzed to provide strategic support for the international communication of Chinese culture and the overseas development of Chinese game industry. The study found that Genshin Impact has conveyed the profound “Chinese beauty” to global players in a subtle way through the basic setting of Chinese style and the spiritual core of Chinese story. When conducting cross-cultural communication in the future, Chinese games need to take into account the cultural psychology of Chinese and foreign players, focus on the translation strategy of re-localization, and better get Chinese culture “into the mind of people” through various “secondary creation” settings and improvement of O&M mechanism.

A Preliminary Exploration of the Pathways for English Learners to Facilitate the Export of Excellent Traditional Chinese Culture

A Preliminary Exploration of the Pathways for English Learners to Facilitate the Export of Excellent Traditional Chinese Culture

Palace protégée and pop-star : Elsa Enkel in Greece, 1913–1933

Elsa Enkel was a German-born dance artist in operetta and revue theatre, active in early-20th-century Greece. Her career was heavily subsidised by the Greek monarchy in exchange for promoting royalist positions in the turbulent years around World War I; but she was also part of the rapidly developing entertainment market, adapting to ticket-buying audiences' tastes. Enkel's work exemplifies the tensions of light musical theatre ballet between royalist and market-driven pressures, and illustrates the role of this ballet as a Western cultural export that participated in Greece's development of a West-leaning, post-Ottoman identity.

Enhancing the Competitiveness of the Show Business Industry for Cultural Export as a Means of Creative Economy Development and Tourism Promotion in the Future New Normal Era: The Case of Thailand

The tourism industry is considered the greatest economic generator in Thailand. Nonetheless, the impact of the COVID-19 pandemic thoroughly shifted its image of tourism stability and trustworthiness. The show business industry is an element of Thai tourism that attracts more than a million tourists nationwide. The show business industry not only attracts quality multinational tourists as visitors, but also indirectly establishes ‘soft power’ with audiences. This research aimed to (1) study the alternative future scenario of Thailand’s cultural show business industry with respect to cultural export and the creative economy; (2) determine the competitive potential of Thailand’s show business industry by comparing it with the global show business industry; (3) examine the market demands and behaviors within Thailand’s cultural show business industry for cultural export and the creative economy; and (4) present a strategy for elevating the competitive potential of the show business industry for cultural export, promoting a creative economy and fostering tourism in the post-pandemic ‘New Normal’ era. The results of this study found that the ‘Alternative Future Scenario’ of Thailand’s cultural performance industry with respect to cultural exports and the creative economy consists of three scenarios: (1) a mass show business tourism industry, (2) an exclusive show business tourism industry, and (3) a new mega show business tourism industry. It also revealed the competitive potential of the Thai show business industry. By comparing it with the international performing arts industry in terms of competitiveness, it was found that the show business industry in Thailand meets world-class standards. Given its clear, outstanding, and unique culture and traditions, Thailand is ready to serve as a major cultural exporter via cultural performance. Furthermore, the data analysis revealed a total of 10 significant strategies for enhancing the competitiveness of the show business industry in Thailand.