Mapping Bozhou’s urban identity through multilingual media discourse: A big data study on the “World Capital of Traditional Chinese Medicine”

This study takes Bozhou City, the “World Capital of Traditional Chinese Medicine,” as a case study. Based on the Multilingual Big Data Platform of Beijing Language and Culture University, we analyze domestic and international media coverage related to Bozhou to examine its urban image construction at both national and global levels, and explore the competitive advantages of its herbal medicine industry and future development. Findings reveal that in domestic media, Bozhou is predominantly perceived as a production and distribution hub of Chinese herbal medicine, with its large-scale industry and government-led achievements in industrial upgrading, cultural-tourism integration, and widely recognized e-commerce development. In international media, however, its image centers on being the birthplace of TCM culture, a trading hub for herbal products, and a cluster for herbal tea industries. Notably, its global narrative heavily relies on domestic media outputs, with limited independent coverage from mainstream international outlets. Therefore, the study proposes that Bozhou should consolidate domestic strengths while intensifying global communication efforts to foster worldwide recognition. By establishing a “Bozhou Paradigm” that integrates theoretical depth and practical value, it can redefine the international image of traditional medicine cities, and offer innovative insights for the global development of TCM industries and cultural dissemination.