Modern Social Science Research

This paper examines the current state of international promotion of Chinese intangible cultural heritage cuisine, highlighting the active role of the government in driving these efforts, the support from media in amplifying the message, and the involvement of businesses in the promotion process. It also considers the international context, such as the opportunities created by the "Belt and Road" initiative and the hosting of the Asian Winter Games, which have opened new avenues for promoting Chinese intangible cultural heritage cuisine. Through this research, the paper identifies several challenges in the international promotion of Chinese intangible cultural heritage cuisine, including its strong regional characteristics, limited and monotonous channels and content of promotion, and the need to enhance market competitiveness. In response to these challenges, the paper proposes a series of recommendations, such as adopting a multifaceted translation strategy, innovating promotional content, integrating media approaches, and innovating the Chinese intangible cultural heritage cuisine itself. Focusing on the issues surrounding the international promotion of Chinese intangible cultural heritage cuisine, this paper aims to offer practical suggestions to facilitate the global outreach of Chinese intangible cultural heritage cuisine.

Chinese intangible cultural heritage cuisine; Publicity, Translation; Innovation; Market competitiveness