Innovative Strategies for Promoting China's Excellent Traditional Culture to the World in the Digital Age: Taking the Animated Film "Ne Zha 2" as an Example
Abstract
In the context of the deep integration of globalization and digitalization, the dissemination of China's excellent traditional culture abroad presents both opportunities and challenges. As film is an important medium for cultural dissemination, the effectiveness of its cross-cultural communication strategies directly impacts the growth of China's international cultural influence. This article takes the highly anticipated animated film "Ne Zha 2" (2025) as its research subject. Considering its global box office revenue of 15.9 billion yuan, this article explores strategies for promoting Chinese traditional culture internationally in the digital age. This study employs a case study approach, systematically examining the practices of films in the contemporary adaptation of traditional culture and global promotion, from the perspectives of content, technology, and marketing. The research results show that "Ne Zha 2" achieved success through its innovative content strategy, as well as its all-cycle marketing approach and dual-drive media communication strategy based on the 4I theory. This approach successfully facilitated the cross-cultural transmission of cultural values and maximized commercial value, significantly enhancing the international recognition of Chinese animated films. This film offers a valuable model for the innovative dissemination of Chinese traditional culture. At the same time, it pointed out that Chinese films still need to improve in terms of cross-cultural communication. It is necessary to further deepen the innovation of modern translation and dissemination mechanisms for cultural symbols, in order to enhance the influence and global reach of Chinese culture.
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