Current State, Challenges, and Reflections on the Overseas Dissemination of Chinese Culture Amidst the Short-Video Wave

Abstract

In recent years, the global rise of the short-video wave, represented by TikTok, has opened a new pathway for the overseas dissemination of the Chinese language and culture. Its characteristics of low entry barrier, fragmented dissemination, and high entertainment value help transcend language barriers, intuitively present an authentic and multifaceted image of Chinese culture to a broader global audience, and mitigate cognitive biases. However, the current practices of official Chinese language teaching institutions, which serve as the main agents of this cultural dissemination, on short-video platforms have yet to fully leverage the medium’s advantages for “culture going global.” Their lagging adaptation constrains the effectiveness of Chinese language and cultural propagation. This study focuses on the intersection of short-video media features and the cultural dissemination mission of these language institutions. It analyzes the root causes of existing problems, proposing the need to abandon the traditional “output-driven” mindset and instead construct a new media-centric communication paradigm. It emphasizes the necessity for pragmatic and audience-oriented operations. By optimizing account development, content strategy, and impact evaluation, the potential of these institutions for cultural communication on short-video platforms can be activated. This approach aims to more effectively serve the international promotion of Chinese language, foster cultural understanding, and advance the process of Chinese language internationalization.