Research on the Current Status, Challenges, and Innovative Pathways of Traditional Chinese Medicine Culture Dissemination in Brazil

Abstract

With the increasing global focus on integrated healthcare options and the growing influence of Chinese culture, Traditional Chinese Medicine (TCM), as a unique medical system and cultural carrier, is receiving heightened attention for its international dissemination. Brazil, as a major BRICS partner of China, provides a typical research field for the cross-cultural dissemination of TCM. Based on literature review and empirical analysis, this paper systematically examines the evolution and current status of TCM culture in Brazil, deeply analyzes the effectiveness and limitations of its existing dissemination pathways, and proposes innovative dissemination strategies integrating digital media from the perspectives of cross-cultural communication and digital dissemination theory. The study finds that TCM has gained a certain level of social recognition and policy inclusivity in Brazil, achieving preliminary institutional embedding, with some therapies incorporated into the public healthcare system. However, it still faces challenges such as language barriers, logistical issues in herb supply, and traditional dissemination models during the dissemination process. This paper suggests that future efforts should promote the digital, youth-oriented, and localized transformation of TCM in Brazil to enhance its cultural adaptability and dissemination effectiveness. To this end, the study proposes constructing a digital, youth-oriented, and localized dissemination paradigm centered on a "dedicated APP + TikTok short videos + localized forums," aiming to provide theoretical insights and practical references for the international dissemination of TCM culture.