• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
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HOME > Archive > 2025 > Volume 13 Number 4 (2025) >
JOEBM 2025 Vol.13(4): 393-397
DOI: 10.18178/joebm.2025.13.4.898

Synergistic Mechanisms of Cultural Communication and Iconic Economy from the Perspective of International Marketing

Mengru Wang 1 and Yong Huang 2
1. Department of Art & Social Science, Monash University, Melbourne, Australia
2. Business School, Jiangxi Morden Polytechnic College, Nanchang City, China
Email: mengruwang83@gmail.com (M.R.W.); yong08250017@163.com (Y.H.)
*Corresponding author

Manuscript received August 5, 2025; accepted November 2, 2025; published December 26, 2025.

Abstract—Chinese singer Zhang Yixing’s 2024 cultural idol variety show ‘Show It All’ explores the synergistic path between globalization and localization in international marketing of cultural products through girl group dance videos, cultural symbol fusion and social media matrix. This study takes the show as a case study, combining content analysis and market data to explore how it empowers the internationalization of local cultural brands through the idol economy, and achieves precise reach in the cross-cultural market. Findings: 1. The programmed effectively enhances the attractiveness of local culture through the star effect and the promotion of cultural and travel songs that integrate elements such as dialects and ethnic musical instruments. After the programmed was aired, the songs gained high daily activity, and the global publicity of Hunan’s cultural tourism was significantly enhanced; 2. The programmed activated the fan economy by launching a new female group. Album purchases, high airplay of music videos (MVs), and the girl group’s trips to South Korean music programmed to promote Chinese songs not only created economic value but also became an effective vehicle for spreading Chinese culture and achieving cultural output; 3. The three-way linkage of government-celebrities-fans (the G2C2F model) resulted in a sustainable marketing ecology. This study provides a framework for the integration of government-star-fan in the international marketing practice of cultural industries.

Keywords—cultural communication, idol economy, soft power, glocalization

Cite: Mengru Wang and Yong Huang, "Synergistic Mechanisms of Cultural Communication and Iconic Economy from the Perspective of International Marketing," Journal of Economics, Business and Management, vol. 13, no. 4, pp. 393-397, 2025.

Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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