Modern Social Science Research

Agricultural product globalization and regional public brand building are important topics in the current rural revitalization agenda. Taking the Lunan pomegranate as the research subject, this paper first systematically reviews its historical heritage and cultural connotations, then conducts a preliminary empirical analysis of the brand's current market awareness and international communication status through audience questionnaires. The study identifies core challenges in the external communication of the Lunan pomegranate, including shallow brand perception, traditional communication channels, and homogenized visual identity. Based on these findings, this paper proposes that in the digital era, efforts should focus on constructing an all-media communication matrix, extracting universally applicable cross-cultural symbols, and actively promoting brand IP-based operation and cross-sector integration. The aim is to provide feasible strategic references for the Lunan pomegranate to break through regional barriers and achieve high-quality access to national and even global markets.

Lunan pomegranate; Cultural symbols; External communication; Digital communication; Cross-cultural exchange