A Study of English Narratives in the International Dissemination of Chinese Culture and Commodities from a Cross-Cultural Communication Perspective —— An Analysis Based on the Case of Internet Celebrity “Gigachad”

DOI

10.2991/978-2-38476-569-0_36How to use a DOI?

Keywords

Gigachad; cross-cultural communication; narrative strategy; cultural discount; communication strategy

Abstract

With the world becoming highly integrated in terms of both globalization and social media, successfully navigating the disadvantage of the cultural discount to a substantial international integration of the Chinese culture and commodities, has become central to their internationalization. The current paper is a case study of an internet celebrity, Gigachad that enjoys mass discussion on foreign social media platforms. According to the theory of cross-cultural communication, it performs a thorough analysis of the strategies of narrative used in his livestreams in English. The research paper concludes that by use of overly emotional, memeic and de-refined English manifestation, Gigachad is able to turn ordinary Chinese merchandise, such as soy sauce and chili sauce into a culturally endowed merchandise with international fame. The process does not only break down the barriers being inherent to the traditional cultural transmission but creates another paradigm of culture-commodity integrated communication. The paper posits that the narrative logics that are reflected through the so-called Gigachad phenomenon, including emotion-before-information, community-construction-of-meaning, and reversible-cultural-adaptation are not coincidental. They rather offer disruptive practical channels and theoretical contributions to the synergistic development of Chinese cultural soft power and global competitiveness of its commodities.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Enru Li
AU  - Weiqiang Mao
PY  - 2026
DA  - 2026/05/01
TI  - A Study of English Narratives in the International Dissemination of Chinese Culture and Commodities from a Cross-Cultural Communication Perspective —— An Analysis Based on the Case of Internet Celebrity “Gigachad”
BT  - Proceedings of the 3rd International Conference on Educational Development and Social Sciences (EDSS 2026)
PB  - Atlantis Press
SP  - 290
EP  - 295
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-569-0_36
DO  - 10.2991/978-2-38476-569-0_36
ID  - Li2026
ER  -