Characteristics and Systematic Construction of International Communication of Chinese Baijiu Culture

The continuous advancement of globalization provides a new stage for the deep integration of cultures. As an important element of Chinese culture, the international communication of Baijiu plays a significant role in shaping China’s national image, enhancing cultural confidence, and improving national soft power. This study explores the performance and impact of Chinese Baijiu culture in international communication. It selects popular videos from Bilibili and YouTube, two major social media platforms, as the analysis objects, revealing the characteristics of Chinese Baijiu culture in different communication environments through empirical research. The study finds that Chinese Baijiu, represented by Sichuan Baijiu, exhibits significant complex adaptability in international communication, with its participants, communication content, and interactive effects showing a coexistence of differentiation and homogenization on social platforms.