越来越多的信息显示，集东方美学与现代时尚为一体的国潮正成为连接中国和世界新的文化桥梁。根据有关数据，国潮在过去十年的关注度不断上涨，并且海外市场正在不断升温。从2018年“李宁”在纽约时装周完成以“悟道”为主题的时尚走秀开始，中国元素的服饰设计、电视电影、动漫游戏等国潮产品逐渐走出国门，得到越来越多海外青年人的认可。TikTok等互联网平台的全球普及也正在加速这种趋势。以游戏为例，中国音像与数字出版协会发布的《2020中国游戏产业报告》显示，2020年中国自主研发游戏的海外市场销售收入达155亿美元，同比增长33%，过去10年间增长约100倍。由此可见，国潮已经从单纯的中国产品和品牌象征，发展为以青年力量为支撑的中国美学时尚风潮，从而构成中国民族文化对外传播的重要符号。

More and more information shows that the national tide integrating Oriental Aesthetics and modern fashion is becoming a new cultural bridge connecting China and the world. According to relevant data, the attention of Guochao has been rising in the past decade, and the overseas market is heating up. Since "Li Ning" completed the fashion show with the theme of "Enlightenment" at New York Fashion Week in 2018, Chinese fashion design, TV and film, animation games and other national fashion products have gradually gone abroad and been recognized by more and more overseas young people. The global popularity of Internet platforms such as tiktok is also accelerating this trend. Taking games as an example, the 2020 China game industry report released by China audio visual and Digital Publishing Association shows that in 2020, the overseas market sales revenue of China's independently developed games reached US $15.5 billion, a year-on-year increase of 33%, and an increase of about 100 times in the past 10 years. It can be seen that the national trend has developed from a simple symbol of Chinese products and brands to a Chinese aesthetic fashion trend supported by the strength of young people, which constitutes an important symbol of the external communication of Chinese national culture.

国潮可以说是顺应青年群体的审美品位和个性特征，对传统文化进行再创作和再表达。比如故宫、三星堆等博物馆基于中国经典文物元素设计开发文创产品，河南电视台用视听语言重新复原唐朝风貌，央视春晚通过高科技将传统山水意境融入现代舞台等。因此，国潮在深层代表了一种民族文化的再生产，表现为时间维度促进文化传承和空间维度扩大传播影响力的双重过程。当传统文化以国货为载体实现符号转译和意义再造，就逐渐形成新的、被广泛认同的融合性社会思潮，进而在一定程度上脱离原本的商品属性获得建制性的文化影响力。

Guochao can be said to comply with the aesthetic taste and personality characteristics of the youth group and re create and re express the traditional culture. For example, museums such as the Forbidden City and Sanxingdui have designed and developed cultural and creative products based on Chinese classic cultural relics, Henan TV has restored the style of the Tang Dynasty with audio-visual language, and CCTV Spring Festival Gala has integrated the traditional landscape artistic conception into the modern stage through high technology. Therefore, Guochao represents the reproduction of a national culture in depth, which is manifested in the dual process of promoting cultural inheritance in the dimension of time and expanding the influence of communication in the dimension of space. When traditional culture takes domestic goods as the carrier to realize symbol translation and meaning reconstruction, it will gradually form a new and widely recognized integrated social trend of thought, and then break away from the original commodity attribute to a certain extent to obtain the institutional cultural influence.

这种新的文化现象依托青年群体发展壮大。根据以往的实践经验，以韩流、动漫、美剧等为代表的西方文化在中国拥有广阔的受众市场，而中国的流行文化却很难突破中西方的文化壁垒。从这个角度来说，国潮立足青年群体尤其是Z世代的审美取向和文化旨趣，不仅为未来的国际传播创造了新的中国特色的符号中介，同时切中全世界青年人共同的“潮”“酷”等个性化诉求，为超越国家层面的文化再生产开辟出潜在空间，比如中国本土的设计师和时尚品牌已经引起海外市场的广泛关注。同时国潮在操作层面也通过激活青年群体的自主性和创造性为青年主导的国际传播模式探索了可行的路径。

This new cultural phenomenon relies on the development and growth of youth groups. According to the past practical experience, the western culture represented by Korean wave, animation and American drama has a broad audience market in China, while China's popular culture is difficult to break through the cultural barriers between China and the West. From this perspective, based on the aesthetic orientation and cultural purport of youth groups, especially generation Z, Guochao not only creates a new symbolic intermediary with Chinese characteristics for future international communication, but also focuses on the common personalized demands of young people all over the world, such as "tide" and "cool", and opens up potential space for cultural reproduction beyond the national level, For example, Chinese local designers and fashion brands have attracted extensive attention in overseas markets. At the same time, Guochao also explored a feasible path for the youth led international communication model by activating the autonomy and creativity of youth groups at the operational level.

首先，国潮激发作为传播主体的青年群体的民族文化自信。青年人是国潮的核心用户群，更是未来国际传播的重要主体。值得注意的是，Z世代也是与互联网发展同步成长的一代，身处不同文化环境中的青年群体共享数字信息技术，因此更加有能力也有动力进行积极的对外传播和文化交流。例如，李子柒以1410万的订阅量刷新了YouTube“中文频道最多订阅量”吉尼斯世界纪录。

First of all, the national tide stimulates the national cultural self-confidence of the youth group as the main body of communication. Young people are not only the core user group of the national trend, but also an important subject of international communication in the future. It is worth noting that generation Z is also a generation growing up with the development of the Internet. Young people living in different cultural environments share digital information technology, so they are more capable and motivated to carry out positive external communication and cultural exchanges. For example, Li Ziqi broke the Guinness world record of "the most subscriptions of Chinese channels" on YouTube with 14.1 million subscriptions.

其次，国潮有助于在海外青年群体中提高中华文化的感召力。让海外青年人真正认可中国的文化价值理念，有助于建构持久的国家品牌形象。国潮在这方面的独特优势在于产品的流动性和文化的持续性。也就是说，国潮作为一种文化观念、社会思潮和审美取向，虽然附着于一定的商品，却不依赖于特定的商品。因而，即使国潮的产品种类相对有限和小众，品牌的更新换代也难以预期，但它们所传递的民族文化价值并不会随之削弱。反而在产业延续的过程中不断推动民族文化的正向积累，促进更多的海外青年了解中国文化、喜欢中国文化，从而提高中华文化的海外感召力。比较典型的案例是，北京冬奥会吉祥物“冰墩墩”在冬奥期间火爆出圈，受到各国运动员的追捧，很好地传递了中国文化。

Secondly, Guochao helps to improve the appeal of Chinese culture among overseas youth groups. Let overseas young people really recognize China's cultural values, which will help to build a lasting national brand image. Guochao's unique advantages in this regard lie in the fluidity of products and the sustainability of culture. In other words, Guochao, as a cultural concept, social trend of thought and aesthetic orientation, although attached to a certain commodity, it does not depend on a specific commodity. Therefore, even if the product types of Guochao are relatively limited and small, and it is difficult to expect the renewal of brands, the national cultural value they convey will not be weakened. On the contrary, in the process of industrial continuation, we will continue to promote the positive accumulation of national culture and promote more overseas youth to understand and like Chinese culture, so as to improve the overseas appeal of Chinese culture. A typical case is that the mascot of the Beijing Winter Olympic Games "ice pier pier" was popular in China during the Winter Olympics, and was well received by athletes from all over the world.

国潮崛起，承载中国文化内涵的国潮产品定然可趁此契机乘风破浪，借着消费潮流架起中外文化对话沟通的桥梁，担起中国文化新渠道传播的重任。

With the rise of the national tide, the national tide products carrying the connotation of Chinese culture can certainly take this opportunity to ride the wind and waves, build a bridge of dialogue and communication between Chinese and foreign cultures through the consumption trend, and shoulder the important task of new channels of communication of Chinese culture.

（作者：刘黎明，系中山大学传播与设计学院副研究员）