Study on the Current Situation of International Communication of Macao's Cultural and Creative Products and its Strategic Innovation
Li Xinyu, Wang Zhiyang, Xu Jiaqi
Abstract:On the occasion of the 25th anniversary of Macao's return to the motherland, Macao's cultural and creative industries have ushered in the new opportunities against the cultural globalization and increasingly close cultural exchanges background. Cultural and creative products are not only a brand-new business card of Macao, but also a vivid microcosm of the city's image with lots of stories. Based on the theory of "aestheticization of daily life", this paper firstly reviews and combs through the relevant literature on Macao's cultural and creative products, then analyses the current situation of their international communication in the light of some typical representative cases, and finally puts forward the strategy for their international communication on behalf of the concepts of "visible, enjoyable, adorable, and shapely". In conclusion, it proposes the strategy for the international communication of the products, aiming at strengthening their international capacity, competitiveness and market, and thus to promote the prosperity of Macao's cultural industry.
Key words:The aestheticization of everyday life; Macao cultural and creative products;international communication; innovation and integration; path exploration
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