The Tea-Scented Silk Road: The Brand Globalization and Cultural Transmission of Enshi Yulu Based on TikTok Platform

在全球化与数字经济蓬勃发展的当下，中国茶叶品牌出海成为提升中华文化影响力的重要途径。本文以恩施玉露为例，聚焦其通过TikTok平台实现品牌出海与文化传递的挑战与机遇。研究分析恩施玉露的品牌建设现状及TikTok的海外传播优势，揭示其出海过程中面临的品牌建设不足、平台限制等问题。本文提出针对性的对策建议，旨在为中国茶叶品牌及其他特色文化产品出海提供参考，助力中华优秀传统文化在国际舞台上的传播与发展。In the contemporary era of globalization and the rapid expansion of the digital economy, the internationalization of Chinese tea brands has emerged as a crucial pathway for enhancing the influence of Chinese culture globally. This study takes Enshi Yulu as its research object and examines the challenges and opportunities it encounters in achieving brand internationalization and cultural dissemination through the TikTok platform. By analyzing the current state of Enshi Yulu’s brand-building efforts and the communication advantages of the TikTok platform in overseas markets, this paper identifies the difficulties and obstacles that Enshi Yulu faces in its internationalization process. Based on these findings, the study proposes feasible countermeasures and recommendations to address existing issues, such as brand development and platform limitations. Ultimately, this research aims to provide valuable insights and guidance for Chinese tea brands and other culturally distinctive products seeking to expand internationally, thereby facilitating the dissemination and development of China’s excellent traditional culture on the global stage.