Translation Strategies for the Overseas Promotion of Intangible Cultural Heritage Products Under the Background of “China-Chic”—Taking Dong’e Donkey-hide Gelatin as an Example

Intangible cultural heritage is the manifestation of traditional culture in collective cultural heritage, including the physical objects and places associated with it, showcasing cultural diversity and human creativity. With the economic development and the improvement of national confidence and cultural confidence, the consumption field has also been influenced by “China-Chic”. More and more foreigners are also favoring Chinese intangible cultural heritage products, making it an urgent need to activate the brand assets of these products, reshape brand positioning, and carry out brand promotion, with translation strategies for promotion becoming particularly crucial. This thesis takes Dong’e donkey-hide gelatin as the research object, based on the “China-Chic” hot background, combs the current situation of Dong’e donkey-hide gelatin brand, through an analysis of the overseas promotion translation strategies for Dong’e donkey-hide gelatin products, it aims to grasp the various translation strategies for overseas promotion and ultimately provide innovative translation strategies for the overseas promotion of these products.