TITLE:
Intangible Cultural Heritage “Going Overseas”: A Study on the International Promotion Strategy of Jiaxing Pu Silk
AUTHORS:
Yulin Yao
KEYWORDS:
Jiaxing Pu Silk, Intangible Cultural Heritage, International Promotion, Cultural Economics, Communication Strategy
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.8,
August
19,
2025
ABSTRACT: Based on theoretical perspectives of cultural economics and intangible cultural heritage economics, this paper systematically analyzes the overseas promotion methods of Jiaxing Pu silk as intangible cultural heritage, with a focus on examining Pu silk’s cultural promotion channels, brand construction pathways, and international market expansion models in the globalization process. Research findings reveal that Jiaxing Pu silk faces key bottlenecks in its overseas promotion, including insufficient interpretation of cultural connotations, relatively monotonous promotion methods, and low recognition in overseas markets. In response to these challenges, this paper proposes a three-element promotion framework of “Cultural Core + Standardization + Digitalization,” forming a strategic architecture for Pu silk’s overseas promotion that centers on cultural narrative, is supported by standardization, and utilizes digitalization as the carrier. This strategic framework helps enhance Pu silk’s global influence and opens up a practical pathway that can serve as a reference for the cross-border promotion of traditional Chinese silk weaving culture and intangible cultural heritage.