Author(s)

Wei Sun ¹, Man Yao ¹

Affiliation(s)

¹ Anhui Xinhua University, Hefei, Anhui, China

Corresponding Author

Wei Sun

ABSTRACT

This study explores how translation empowers regional branding, focusing on Anhui traditional Chinese medicine (TCM) within global health discourses. Drawing on a tri-source corpus and audience surveys, three key challenges are identified: blurred terminology due to pinyin transliteration, insufficient integration between cultural narratives and scientific reasoning, and frequent misinterpretation of visual symbols. To address these barriers, the paper proposes a "translation–branding–discourse adaptation" model, supported by four strategies: terminology standardization, integrated narrative reconstruction, cross-cultural visual adaptation, and a layered communication framework. A case study of Bozhou Peony illustrates how translation enhances brand recognition, improves market acceptance, and strengthens cultural resonance. Methodologically, the study integrates corpus analysis, audience perception surveys, semiotic interpretation, and applied case studies to bridge theoretical inquiry with practical implementation. The findings not only broaden the scope of translation studies by highlighting translation as a tool of value co-construction, but also provide actionable strategies for enhancing the international visibility and competitiveness of TCM brands, contributing to both regional development and global health communication.

KEYWORDS

Translation Empowerment; Regional Branding; TCM Communication; Global Health Discourse; Cross-Cultural Communication

CITE THIS PAPER

Wei Sun, Man Yao, Translation-Driven Regional Branding: Constructing TCM Narratives within Global Health Discourses. Information and Knowledge Management (2025) Vol. 6: 13-19. DOI: http://dx.doi.org/10.23977/infkm.2025.060202.

REFERENCES

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