Analysis of the Marketing Strategies of Bawang Chagee from a Cross-Cultural Perspective

Abstract

Against the backdrop of the rise of China-chic and the booming development of new media, the global expansion of Chinese brands has become a vital component of cultural dissemination and economic progress. The implementation of cross-cultural marketing strategies that transcend cultural boundaries not only facilitates the widespread global promotion of Chinese cultural traditions but also effectively drives the continued growth of the national economy. Taking our domestic brand Bawang Chaji as an example, it has skillfully leveraged cultural symbols, digital promotion, and cross-border collaborations to achieve the dual success of effectively exporting Chinese culture and significantly enhancing brand value. This paper aims to distill the outstanding experiences from its cross-cultural marketing practices, providing a reference for deeper integration between traditional Chinese elements and commercial brands. Ultimately, it seeks to accelerate the better and faster entry of Chinese brands onto the international stage and foster sustained friendly exchanges between China and the rest of the world.