11月5日至10日，第八届中国国际进口博览会在上海举办，"全球化"再度成为焦点议题。作为植根中国 上海的大型消费产业集团，上海豫园旅游商城（集团）股份有限公司（以下简称"豫园股份 （600655）"）携旗下老庙、南翔馒头店、上海表、童涵春等多个品牌及豫园灯会等优质项目亮相本届 进博会，展示了公司在出海方面取得的成果，同时希望借助进博会这一平台找到更多全球化发展的机 会。 记者了解到，作为一家沉淀数百年历史文化底蕴的企业，豫园股份在出海实践中摸索出了独特的模式， 即以"零文化折扣"市场为切入点，以原汁原味的中国文化为内核，通过"文商旅"协同实现文化价值与商 业价值的双重落地。 所谓"零文化折扣"脱胎于学术界对品牌出海过程中"文化折扣"的思考，它指的是：因文化背景差异，会 导致异质文化产品在跨文化传播中出现受众吸引力下降、价值减损的现象。对此，豫国股份坚持"零文 化折扣"，不同于部分企业对自身的"本土化改造"，豫园股份不随意揣测海外消费者喜好，而是坚持原 汁原味的中国文化表达，通过创新呈现形式让海外受众更好地感知、理解中华文化的精髓。 比如，9月30日，豫园股份旗下核心珠宝品牌老庙马来西亚吉隆坡店正式开幕，标志着 ...

Core Viewpoint - The eighth China International Import Expo highlighted the globalization of Chinese enterprises, with Yuyuan Group showcasing its achievements and seeking further global development opportunities [1] Group 1: Globalization Strategy - Yuyuan Group has established globalization as a core development strategy, focusing on the international expansion of its brands, including the jewelry brand Laobian and the restaurant brand Songhelou [1][2] - The company has developed a unique "zero cultural discount" model, emphasizing authentic Chinese cultural expression in its overseas ventures [6][9] Group 2: Southeast Asia Focus - Southeast Asia is a primary target for Yuyuan Group's international strategy, with the opening of the Laobian store in Kuala Lumpur marking a significant step in its overseas expansion [2] - The Yuyuan Lantern Festival has gained traction in Southeast Asia, with successful events in Thailand and interest from multiple countries for hosting the festival [2][8] Group 3: Market Potential - Southeast Asia's growing middle class, projected to reach approximately 330 million by 2030, presents significant opportunities for high-quality cultural products [3] - The demand for gold in Southeast Asia has surged, with notable increases in consumption in countries like Singapore and Malaysia [3] Group 4: Expansion into Europe and the U.S. - Yuyuan Group is also targeting major international cities in Europe and the U.S., leveraging the presence of Chinese communities and diverse consumer demands [4] - The opening of Songhelou's first overseas location in London's Chinatown exemplifies the company's strategy to penetrate international markets [4] Group 5: Cultural Exchange and Recognition - The Yuyuan Lantern Festival serves as a cultural ambassador, enhancing the international visibility of Chinese culture and receiving recognition at diplomatic events [10][11] - The festival's success in various countries has garnered media attention, significantly boosting the global influence of Chinese culture [11][12] Group 6: Market and Social Value - Yuyuan Group's unique approach to cultural globalization has been acknowledged by capital markets, with several institutions expressing optimism about its international strategy [12] - The company's dual focus on cultural and brand globalization is expected to drive significant growth in overseas revenue, establishing it as a benchmark for Chinese cultural exports [12]