Core Insights - The article highlights the significant growth of Chinese supermarket and restaurant brands in Southeast Asia, particularly in Indonesia, Malaysia, Thailand, and Vietnam [1][2] - Chinese chain brand Mixue has rapidly expanded in Southeast Asia, surpassing global giants like Starbucks and McDonald's in the number of stores opened [1] - As of last year, around 60 Chinese restaurant brands have established over 6,100 outlets in Southeast Asia, with 54 of the top 100 global restaurant brands being Chinese [1] Industry Trends - The role of food and dining as a cultural transmission medium has been underestimated, with Chinese snacks and food becoming popular among Southeast Asian youth, reshaping their cultural paradigms [1] - The trend indicates a deepening of food trade between China and ASEAN as economic integration progresses, with more Southeast Asian youth engaging with Chinese culture through social media, music, and gaming [2] - The increasing presence of Chinese flavor foods enhances the familiarity and affinity of Southeast Asian youth towards China, suggesting a growing influence of Chinese brands in the region [2]

Core Viewpoint - China has significantly improved its international discourse power and influence through innovative international communication strategies, as highlighted by its rise in the global soft power index [12][13]. Group 1: Soft Power and International Communication - According to the Brand Finance 2025 Global Soft Power Index, China ranks second globally, having improved its position by three places over the past year [12][13]. - China has achieved growth in six out of eight soft power pillars and two-thirds of specific indicators, indicating positive outcomes in international communication [13]. - Despite these achievements, there remains a need for improvement in global perceptions of China's lifestyle and tourism appeal [13]. Group 2: Diverse Participation in International Communication - The current international communication system in China does not match its comprehensive national strength and international status, necessitating a collaborative effort from various stakeholders, including government, media, and individuals [14]. - The role of overseas Chinese as cultural ambassadors is crucial in enhancing international communication and showcasing a credible and appealing image of China [15]. Group 3: Content and Channel Diversification - The high score in the "Business and Trade" indicator suggests that as international recognition of China grows, there is an increasing demand for understanding the underlying values and culture of Chinese enterprises [14]. - There is a call for a richer narrative in international communication, focusing on economic, technological, and cultural stories to enhance the effectiveness and impact of China's international messaging [14]. Group 4: Cross-Cultural Narratives - Cross-cultural narratives play a vital role in fostering mutual understanding and trust among nations, with an emphasis on China's unique cultural values and practices [17][18]. - China's narrative should include its achievements in poverty alleviation and technological advancements, showcasing its global responsibilities and contributions [18]. Group 5: Enhancing Persuasiveness of Chinese Discourse - Different types of discourse, including civilizational, national, governance, and innovative narratives, are essential for effectively communicating China's policies and values to the world [19][20]. - The connection between policy and storytelling is crucial for enhancing the empathy and resonance of China's narrative [20]. Group 6: Embracing Technological Change - The international communication landscape is undergoing significant changes due to technological advancements, necessitating a strategic approach to leverage new tools and platforms for effective storytelling [21][22]. - Examples of successful initiatives include collaborations between media and cultural institutions to enhance the global reach of Chinese narratives [23]. Group 7: Corporate Responsibility and Global Engagement - Chinese enterprises are increasingly "going global," and they should actively integrate into local economies while promoting China's image and stories [24][25]. - Companies are encouraged to innovate in international communication by addressing themes such as green development and cultural exchange, thereby fostering connections with global audiences [25].