Application of Cross-cultural Communication in Brand Internationalization: Taking China Element in Italian Jewelry Brand ChuCui Palace as an Example

Abstract

In the era of globalization, cross-cultural communication has become a crucial part of the process of brand internationalization. Among them, because of its long history of deep cultural heritage and unique art form, the Chinese elements have gradually become foreign brands are keen to cross-cultural application of the selection of important materials. By means of interview, this study explores how CHUCUI PALACE, an Italian jewelry brand, successfully integrates Chinese elements into the design of its products in the cross-cultural context, and makes great achievements in the international market, through the analysis of its unique brand concept and mysterious oriental charm, the research results show that the CHUCUI palace innovates the cross-cultural application of Chinese elements by skillfully using the creativity of “Hybridity”, thus endows the brand with deeper cultural connotation and emotional value. This phenomenon is the epitome of the exploration and integration of Oriental aesthetics in the process of brand building of many western jewelry brands. It also shows the foreseeable trend of international brand cultural exchange and artistic innovation in the future.