Proceedings of the 2025 International Conference on Global Cultural and Creative Industries (ICGCCI 2025)

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Cultural Translation and Meaning Reproduction: International Students’ Cognitive Restructuring of China-chic Brands

Authors
Wang Zilun1, *
1School of Media and Communication, Shanghai Jiao Tong University, Shanghai, China
*Corresponding author. Email: wang_zilun@sina.com
Corresponding Author
Wang Zilun
Available Online 30 August 2025.
DOI
10.2991/978-2-38476-458-7_9How to use a DOI?
Keywords
China-chic brands; International students in China; Encoding and decoding; Cultural identity; External communication
Abstract

International students in China are important disseminators in external communication. Their cognition of Chinese culture and brands directly influences their attitudes and behaviors in external communication. This paper takes the china-chic brands that have been booming in recent years as the research samples, and based on in-depth interviews, explores the external communication effects of the symbolic system that integrates the authenticity of Chinese culture and the modern consumption logic. The study finds that the cross-cultural decoding of international students in China is influenced by a two-dimensional cognitive schema and forms four types: the universal value type that focuses on the functional characteristics of products, the exotic imagination type that centers on the curiosity about oriental symbols, the innovative fashion type that attaches importance to the expression of modern fashion, and the authentic exploration type that traces back to the charm of the cultural core. By expanding Hall’s cultural stratification theory, this paper proposes the cross-cultural non-exclusive superimposed identification hierarchy of international students in China towards the functional layer, aesthetic layer, emotional layer and conceptual layer of china-chic brands, and based on this, puts forward the strategic paths for the communication of china-chic brands to international students in China.

Copyright
© 2025 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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Volume Title
Proceedings of the 2025 International Conference on Global Cultural and Creative Industries (ICGCCI 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 August 2025
ISBN
978-2-38476-458-7
ISSN
2352-5398
DOI
10.2991/978-2-38476-458-7_9How to use a DOI?
Copyright
© 2025 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.

Cite this article

risenwbib
TY  - CONF
AU  - Wang Zilun
PY  - 2025
DA  - 2025/08/30
TI  - Cultural Translation and Meaning Reproduction: International Students’ Cognitive Restructuring of China-chic Brands
BT  - Proceedings of the 2025 International Conference on Global Cultural and Creative Industries (ICGCCI 2025)
PB  - Atlantis Press
SP  - 173
EP  - 199
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-458-7_9
DO  - 10.2991/978-2-38476-458-7_9
ID  - Zilun2025
ER  -