Research on the Development Path of Traditional Festival Folklore and Traditional Chinese Medicine Cultural Resources from the Perspective of Cross-Cultural Communication

Abstract

The breadth and depth of cross-cultural communication in traditional Chinese medicine (TCM) depend on the establishment of behavioral systems, the construction of TCM’s material image, and the emotional connection with the general public. Disseminating core Chinese philosophical ideas, such as holism and system theory, along with relevant TCM terminology overseas, requires both top-down institutional frameworks and bottom-up strategies that subtly enhance foreign markets’ understanding and acceptance of TCM culture through the promotion of folk activities and folklore. This bottom-up approach helps establish a strong consumer foundation for the TCM cultural industry. Both traditional festival folklore and TCM culture are deeply rooted in the fertile soil of traditional Chinese culture and serve as interpretations of life, health, and disease. By leveraging traditional festival folklore to expand and structure the TCM cultural industry chain, exploring TCM’s unique resources, developing diverse communication media, and fostering cross-cultural communication and integration, the global dissemination of TCM can achieve greater breadth and depth.