International Dissemination of Traditional Chinese Cultural Books through the Lens of Cultural Discount Theory: Current Practices and Future Pathways

With the continued advancement of China's strategy to promote fine traditional culture abroad, the international dissemination of books on traditional Chinese culture has become an important pathway for enhancing the nation's cultural soft power and shaping China's international image. This study uses books funded by the Classic China International Publishing Project as research samples. Employing a combination of quantitative statistics and qualitative analysis, it systematically examines characteristics of thematic distribution, diachronic evolution, target markets, and international reception. To move beyond descriptive statistical analysis, this paper introduces the cultural discount theory as an entry point for measuring the difficulty of cross-cultural communication across various types of books. The findings reveal that current international communication practices of traditional cultural books exhibit a content structure characterized by "high-context content dominance supplemented by low-context content." The focus primarily lies on historical and institutional civilization, literary arts and aesthetic culture, as well as philosophical thought and classical texts, with the overall content oriented toward specialized reading. In terms of historical evolution, publishing houses have made dynamic adjustments by reducing cultural discounts, shifting the emphasis of international dissemination from classical interpretation to life aesthetics and intangible cultural heritage and folk customs. Regarding market distribution, English and other major Western languages dominate; the Japanese and Korean markets are relatively mature, while markets for other less common languages remain fragmented. Furthermore, the international dissemination of traditional cultural books currently faces challenges, leading to a certain degree of loss in cultural value during circulation. Firstly, the concentration effect of "high-context" content in books is pronounced, with philosophical and historical institution-related publications accounting for a significant proportion, which confines the audience to specialized circles, making it difficult to reach the general public. Content on universally applicable aesthetics of life remains relatively scarce. Secondly, the dissemination efforts are predominantly concentrated in English-speaking regions, and over-reliance on a single channel hinders entry into the mass market. Thirdly, most books have not yet genuinely integrated into overseas public knowledge service systems, and their penetration into the general reading market remains notably insufficient. In response, the international communication of Chinese traditional cultural books requires further enhancement in content supply, market strategy, and audience reach. In terms of content, publishing institutions should shift book topics from grand theoretical interpretations to those that resonate with daily life, incorporating more everyday elements and contemporary perspectives, while focusing on themes that transcend national boundaries and evoke universal empathy. Regarding market strategy, a well-structured and locally integrated dissemination ecosystem should be established with an open and inclusive joint editing mechanisms, cultivating local translation talent, and co-building distribution channels to integrate books into the local cultural context, thereby reducing comprehension barriers caused by cultural differences. For audience engagement, genuine feedback and interactive experiences from overseas readers must be prioritized, and social reading ecosystems should be cultivated and activated to extend the book lifecycle. Thus, we can truly transition from cultural export to mutual cultural appreciation, elevating Chinese stories into wealth for humanity.