The global positive change in public opinion about China has been constantly growing in recent years. However, there is still some misunderstanding of China and the Chinese culture in the world due to ideological and cultural differences. The relevance of the development of theoretical innovations and their application in practice to disseminate traditional culture is an essential moment of state and public life in China. The article represents the natural transmission of traditional Chinese culture, the characteristics of which are clearly reflected within moral civilization and affirmed in the philosophy of a new stage of modern Chinese society development called the ‘New Era’. The importance of traditional spiritual culture of Chinese people in the process of realizing the value of human life towards the development of socialism whereas the Chinese specificity is shown. Historical and retrospective analysis determines the role of the stages of civilization and personalities in the formation of the spiritual values system of the Chinese nation. The semiotic method, as a basic one, is aimed at interpreting the elements of traditional Chinese culture, in particular the symbolic system. The article highlights the main spiritual characteristics and defines the meaning of the traditional Chinese culture in modern culture, defines the specific feature of the concept of ‘cultural gene’ as the Chinese spiritual culture, covering varied and differentiated content and characteristics of the Chinese national culture and defining the difference between the Chinese nation and other ethnic groups in the world. The value of harmonious and unified relations between a man and nature in the Chinese culture is considered using the example of bamboo, a typical traditional symbol that actively transfers traditional cultural information into modern everyday life in China and determines the continuity of the foundations of Chinese moral philosophy. The analysis of the expansion of Chinese cultural symbols to the west is given and the main problems in the work on the popularization of Chinese cultural symbols abroad are identified. The contemporary Chinese culture is represented as an open system that recreates a comprehensive hands-on process that effectively enhances the influence of the Chinese culture.
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