Balancing Authenticity and Global Appeal: Internationalizing Xinjiang’s Brand Design under the Belt and Road Initiative
List of Authors
Haji Mohd Jarit Mastura, Ni Jing, Shi Nan
Keyword
Xinjiang, Belt And Road Initiative, Brand Design Internationalization, Cultural Adaptation, Global Branding
Abstract
The internationalization of Xinjiang’s brand design under the Belt and Road Initiative (BRI) represents both a challenge and an opportunity for cultural and economic development. As a bridge between China and Central Asia, Xinjiang’s brands hold significant potential to strengthen China’s cultural influence abroad. However, this process faces barriers including limited digital readiness, insufficient branding expertise, and complex regulatory environments. This study adopts a qualitative research design involving 30 structured interviews (25 brand designers, 3 business leaders, and 2 policymakers) and 5 case studies of Xinjiang-based brands conducted between March and July 2024. Grounded in Cultural Adaptation Theory, Resource-Based Theory, and Institutional Theory, the study addresses three research questions: (1) What is the current state of Xinjiang’s brand design internationalization? (2) How do stakeholders perceive and experience the internationalization process? and (3) How do brands adapt their cultural identity to meet international expectations while maintaining authenticity? Findings reveal six central themes—status of internationalization, cultural adaptation, resource limitations, technological readiness, brand communication, and regulatory challenges. Hybrid design strategies that modernize traditional motifs while preserving regional identity emerge as the most effective approach. The study concludes that advancing Xinjiang’s brand competitiveness requires targeted investments in talent development, digital branding infrastructure, and supportive policy frameworks.