Cross-Cultural Interpretation of Cultural Symbols: A Case Study of BYCHA’s Overseas Brand Communication

Abstract

This study examines the cross-cultural communication strategies of the Chinese tea brand BYCHA, with a focus on its use of traditional cultural symbols—such as Peking Opera masks and Yunnan batik—in overseas markets. Through a comparative analysis of consumer responses in Southeast Asian and Western markets, it investigates how cultural dimensions, particularly individualism versus collectivism, influence the decoding of brand symbols. The findings reveal that symbolic adaptation—that is, aligning symbols with local cultural traits—significantly enhances communication effectiveness. This research proposes a “Symbol–Culture Adaptability” framework to inform the global branding strategies of culturally grounded consumer goods.