Research on Cultural Communication Strategies and Cross-Border Development Paths for New Chinese-Style Children's Wear

As a representative carrier that integrates traditional Chinese culture with contemporary design, new Chinese-style children’s wear has become an important medium for disseminating Chinese culture internationally, supported by the rise of the “Guochao” (China Chic) trend and the rapid development of cross-border e-commerce. Drawing upon cultural communication theory, brand internationalization theory, and digital trade theory, this study systematically analyzes the cultural communication mechanisms and market expansion paths of new Chinese-style children’s wear in the process of going global. From four dimensions—cultural symbol innovation, cross-border channel adaptation, digital communication, and technological empowerment—the research investigates how this category leverages cultural value and cross-border innovation to realize the transformation from product export to cultural identity transmission.

By examining the overseas practices of leading brands such as Balabala, Youlan, and Li Ning Kids, this study summarizes successful experiences and challenges, and proposes differentiated strategies informed by cultural confidence, offering theoretical and practical insights for the internationalization of children’s wear brands. The findings suggest that the global expansion of new Chinese-style children’s wear is not merely a commercial activity but a process of transmitting cultural soft power. Going forward, efforts should focus on constructing a children’s wear cultural database, enhancing the digital cross-border ecosystem, and strengthening international educational cooperation to transition from “products going global” to “values going global.”