从舌尖流入心里的中国味道:中国美食品牌国际传播的模式迭代与逻辑推升  

From the Tip of the Tongue to the Heart:The International Communication Model Iteration of Chinese Food Brands Going Global

作　　者：戴润韬 苏婧[1] DAI Runtao;SU Jing(Tsinghua University)

机构地区：[1]清华大学

出　　处：《中国食品安全》2024年第4期59-65,共7页CHINA FOOD SAFETY

摘　　要：中华优秀传统文化是中华文明的智慧结晶,其在国际传播的过程中需要实现中华文化的创造性转化和创新性发展。饮食文化体现了一个国家和民族的生活方式及文化传统。本文以北美地区的中国美食品牌传播为案例,分析、总结了中国美食品牌走向北美地区的三种出海模式:线下实体餐饮、整合零售商超、数智新零售平台。美食外交作为塑造良好国际形象的政策工具,其效果十分显著。借此,中华美食顺着食客的舌尖流入食客的心里,实现了国际传播的“入脑入心”。The traditional Chinese culture is the essence of Chinese civilization.Through the process of international communication,the traditional Chinese culture will achieve creative transformation and innovative development.Chinese cuisine reflects the lifestyle and cultural philosophy of the nation.Taking the international communication of Chinese food brands in North America as a case,this paper analyzes and summarizes three models of how Chinese cuisine brands goes global:(1)Offline restaurants,(2)Integrate retail supermarkets,and(3)Intellectura new retail platform.They all show different innovative communication strategies in branding Chinese food in the global arena.By branding Chinese food internationally,Chinese cuisine flows from the diners'tongues into their hearts.Thus,Gastro-Diplomacy,as a policy tool to shape a good state image globally,has proven to be remarkably effective.

关 键 词：美食外交 国际传播 中华美食 品牌出海 公共外交 

分 类 号：TS9[轻工技术与工程]