Strategies for Inheriting and Publishing Excellent Traditional Chinese Culture in the New Era

Beijing University of International Business and Economics Press Co., Ltd., Beijing 100029

Abstract: [Objective] This study explores strategies for inheriting and publishing excellent traditional Chinese culture within the context of the new era. [Methods] Through literature review, case analysis, and field research, the current state, challenges, and development trends of traditional culture publishing were systematically examined. [Results] A new model for traditional culture publishing was proposed, integrating "digital dissemination + premium publishing + cross-boundary integration." [Conclusion] By innovating publishing formats and content, leveraging new technologies to expand dissemination channels, and promoting the creative transformation and innovative development of traditional culture, the modernization and global influence of excellent traditional Chinese culture can be advanced.

Keywords: traditional culture; publishing strategy; digital dissemination; premium publishing; cross-boundary integration
Classification Code: G230
Document Code: A
Article ID: 1671-0134(2025)02-124-04
DOI: 10.19483/j.cnki.11-4653/n.2025.02.024
Citation Format: Tan Libin. Strategies for Inheriting and Publishing Excellent Traditional Chinese Culture in the New Era [J]. China Media Technology, 2025, 32(2):

Excellent traditional Chinese culture constitutes the spiritual lifeblood of the Chinese nation and a vital force driving social development and national rejuvenation. In the new era, how to better inherit and promote this cultural heritage through publishing has become a critical research topic. As an essential carrier of cultural transmission, the publishing industry plays an indispensable role in preserving traditional culture. This study focuses on inheritance and publishing strategies for excellent traditional Chinese culture in the new era, aiming to explore innovative publishing models and dissemination pathways that facilitate the creative transformation and innovative development of traditional culture.

Excellent traditional Chinese culture represents a prominent advantage of the Chinese nation and the foundation upon which we stand firm amidst global cultural competition. It must be inherited and promoted in accordance with new era conditions [1]. Today, digital forces play a crucial role, particularly in catalyzing the transformation of traditional publishing into modern industrial forms. This influence has transcended mere technological means to become a strategic decision concerning long-term development [2].

1.1 Digital Technology Empowering Traditional Culture Publishing

The vigorous development of digital technology has brought revolutionary changes to traditional culture publishing. Digital formats such as e-books and audiobooks have greatly enriched the presentation of traditional culture, making ancient texts and classic Sinology more accessible to modern readers. The application of augmented reality (AR) and virtual reality (VR) technologies allows readers to immerse themselves in traditional cultural scenes, such as virtually touring the Forbidden City or participating in ancient sacrificial ceremonies, significantly enhancing the sense of immersion and appeal. Artificial intelligence technology accelerates the digitization of ancient texts in collation and literature research, enabling rapid retrieval and analysis of vast amounts of documents. The introduction of blockchain technology provides new solutions for digital copyright protection, effectively safeguarding the rights of traditional culture creators. Furthermore, the popularization of 5G technology offers technical support for high-definition video live streaming and online interaction of traditional culture, making education and dissemination more convenient and efficient [3]. The comprehensive application of these digital technologies not only improves the efficiency and quality of traditional culture publishing but also creates new models for its dissemination, providing powerful momentum for the innovative development and widespread propagation of excellent traditional Chinese culture.

1.2 Mobile Reading Reshaping Traditional Culture Dissemination

The rise of mobile reading is profoundly reshaping the dissemination landscape of traditional culture [4]. The widespread adoption of smartphones and tablet computers has liberated traditional cultural content from the limitations of paper books, enabling reading experiences anytime and anywhere. Mainstream mobile reading platforms such as WeChat Reading and iReader have established dedicated sections for Chinese classics, offering digital versions of traditional cultural masterpieces like The Analects and Tao Te Ching with modern annotations and interpretations, substantially enhancing readability and accessibility. The fragmented reading model aligns well with the concise nature of traditional culture, allowing elements such as ancient poetry and aphorisms to integrate more easily into modern daily life. The dissemination effect of mobile social platforms further expands the influence of traditional culture, enabling users to conveniently share and discuss cultural content and form online cultural communities. Simultaneously, the data analysis functions of mobile reading platforms provide publishers with precise insights into reader preferences and behaviors, helping optimize production and promotion strategies for traditional cultural content. This new dissemination model not only improves the accessibility and efficiency of traditional culture but also promotes its deep integration with modern life, opening vast spaces for the innovative development of excellent traditional Chinese culture.

2. Premium Strategy: The Quality-Driven Approach to Traditional Culture Publishing

The premium strategy has become the winning formula for traditional culture publishing. Publishers delve deeply into the essence of traditional culture, launching high-quality series such as the Siku Quanshu (Complete Library in Four Sections) Collector's Edition and One Hundred Classics of Traditional Chinese Culture, winning reader acclaim through excellent content and exquisite design. In terms of format innovation, traditional culture is combined with modern art, as seen in illustrated editions of The Book of Songs and comic versions of The Analects, which spark interest among young readers. Meticulous craftsmanship is reflected in careful material selection, rigorous annotation, and high-quality printing, such as the rice-paper thread-bound edition of Tao Te Ching, which demonstrates the artistic and collectible value of traditional culture while achieving a win-win situation for cultural inheritance and economic benefits.

2.1 Content is King: Deeply Cultivating the Essence of Traditional Culture

The core of the premium strategy in traditional culture publishing lies in deeply cultivating content and excavating its essence. Publishers engage teams of Sinology masters and cultural scholars to conduct in-depth research and provide precise interpretations of classics. For instance, the "Complete Chinese Classics with Full Annotations and Translations" project invited multiple Sinology masters and renowned scholars to participate in compilation and review, offering comprehensive interpretations of classics such as The Analects and Tao Te Ching while preserving their original flavor and incorporating modern academic perspectives [7]. Simultaneously, publishers emphasize systematic presentation of traditional culture, launching series such as "Chinese Classics Collections" that cover multiple schools of thought including Confucianism, Buddhism, and Taoism, comprehensively demonstrating the breadth and profundity of Chinese culture. To enhance readability, editorial teams meticulously design annotation systems, using modern language to popularize ancient texts and supplementing them with historical backgrounds and expert commentaries to help readers better understand traditional cultural essence. Additionally, publishers focus on connecting traditional culture with contemporary society, planning themed books such as "Classical Wisdom and Modern Life" that explore the application value of traditional culture in solving modern problems, thereby enhancing its relevance and vitality. Through these content-deepening initiatives, traditional culture publishing not only improves product quality but also provides readers with richer, more profound cultural experiences, truly exemplifying the quality-driven approach of "content is king."

2.2 Format Innovation: Modern Expression of Traditional Culture

Format innovation injects modern vitality into traditional culture and constitutes a key component of the premium strategy [8]. Publishers actively explore modern expressions of traditional culture, launching a series of innovative products. For example, The Classic of Mountains and Seas has been adapted into an interactive e-book incorporating 3D animation and sound effects, bringing mythological stories to life. The comic version of The Analects transforms profound Confucian thought into accessible visual language through vivid and engaging illustrations, winning popularity among young readers. In the audiobook domain, the recitation and music edition of The Book of Songs combines professional voice acting with classical music to create an immersive listening experience. In cross-boundary collaborations, publishers partner with renowned designers to launch cultural and creative products integrating traditional elements, such as Twenty-Four Solar Terms-themed calendars and Chinese calligraphy art copybooks, allowing traditional culture to permeate daily life. The application of digital technology opens new frontiers, with AR technology enabling readers to view 3D restoration images of related cultural relics by scanning book pages with their phones, and VR technology transporting readers on virtual walks through ancient gardens to experience traditional aesthetics. These format innovations not only enhance the expressiveness and appeal of traditional culture but also expand dissemination channels, bringing traditional culture closer to modern audiences and achieving a perfect unity of content and form that demonstrates the contemporary value and vitality of traditional culture [9].

2.3 Meticulous Craftsmanship: The Artistic Value of Traditional Culture Books

Meticulous craftsmanship has become an important strategy for the publishing industry to enhance the artistic value of traditional culture books. In recent years, multiple publishers have launched high-quality traditional culture book series that fully embody the concept of meticulous production. Taking the hardcover edition of Tao Te Ching as an example, bookmarks are carved from red sandalwood, and covers employ gold-stamping techniques, demonstrating both elegant temperament and collectible value. In layout design, the complete edition of The Book of Songs incorporates traditional landscape painting elements, with each poem accompanied by corresponding artistic illustrations that complement the text beautifully. Printing technology continues to innovate, with the miniature Siku Quanshu utilizing nano-printing technology to condense the vast collection into a compact format while ensuring clarity and facilitating preservation. In binding innovation, the "loose-leaf The Analects" allows readers to freely organize content according to themes, adding reading interest. Environmental consciousness is integrated into production, with The Yellow Emperor's Inner Canon printed using biodegradable plant-based ink that echoes its health philosophy. Under the wave of digitalization, traditional craftsmanship merges with modern technology, such as the special edition of The Art of War with a companion AR application that displays 3D models of ancient weapons when scanning pages, balancing knowledge and interactivity. These meticulously crafted works not only elevate the artistic taste of traditional culture books but also provide readers with comprehensive aesthetic experiences, leading the industry toward high-quality development.

3. Cross-Boundary Integration: The Diversified Development of Traditional Culture Publishing

Cross-boundary integration has emerged as a new development trend in traditional culture publishing. Publishers actively explore the "culture + technology" model, launching VR experience halls for The Analects that allow readers to immerse themselves in Confucius's teaching scenes. In the "publishing + cultural creative products" domain, The Classic of Mountains and Seas-themed creative stores integrate mythological elements into daily product designs, winning favor among young consumers [11]. International cooperation is increasingly frequent, with bilingual Chinese-English editions of Tao Te Ching accompanied by online lectures that attract global readers to understand Eastern philosophy. This diversified development not only broadens dissemination channels for traditional culture but also innovates cultural expression forms, injecting new vitality into traditional culture and achieving organic integration between cultural inheritance and market demand.

3.1 "Culture + Technology": Immersive Experiences of Traditional Culture

The integration of "culture + technology" opens new realms of immersive experience for traditional culture publishing. Virtual reality technology has been innovatively applied in the Dream of the Red Chamber publishing project, where readers wearing VR devices can stroll through the Grand View Garden and interact with characters, experiencing 18th-century aristocratic life. Augmented reality technology injects new vitality into Thousand Character Classic, enabling 3D models of ancient artifacts to leap from the page when scanned with a mobile phone, transforming the tedious character-learning process into a vivid and engaging experience. Artificial intelligence assists The Analects learning through intelligent Q&A systems that provide targeted interpretations based on user questions, achieving personalized learning experiences. Blockchain technology plays a role in digital copyright protection for Tao Te Ching, ensuring the intellectual property rights of precious translations remain secure [12]. 5G technology supports the "Cloud Tour of Dunhuang" project, allowing global readers to appreciate the beauty of Mogao Grottoes murals through high-definition live streaming and real-time interaction. Brain-computer interface technology combined with I Ching enables readers to control visualized hexagram changes through thought, deeply experiencing ancient philosophical wisdom. These cutting-edge technologies not only enhance the expressiveness and appeal of traditional culture but also expand the boundaries of cultural dissemination, injecting new vitality into traditional culture and leading the publishing industry toward intelligent, experiential directions.

3.2 "Publishing + Cultural Creative Products": Industrial Extension of Traditional Culture

The "publishing + cultural creative products" model drives the industrial extension of traditional culture and has become a new growth point for the publishing industry. The Book of Songs-themed creative stores integrate classical poetry into modern life, launching the "Poetic Tableware" series featuring selected verses printed on porcelain that combines practicality with cultural connotation. The IP development of The Classic of Mountains and Seas has yielded fruitful results, spawning animated films, online games, and theme parks to build a complete cultural industry chain [13]. The The Analects smart home series integrates Confucian thought into product design, such as the "Benevolence Loves Others" smart speaker that disseminates traditional virtues through voice interaction. Tao Te Ching-themed yoga studios combine Laozi and Zhuangzi's philosophy with physical and mental practice, creating new models of cultural experience. Traditional solar term culture has given rise to fashionable items like "Twenty-Four Solar Terms sachets" that sell well both domestically and internationally. In the digital collectibles domain, Orchid Pavilion Preface NFT artworks use blockchain technology to ensure scarcity, pioneering new paths for cultural relic digitization. This cross-boundary integration not only broadens dissemination channels for traditional culture but also innovates cultural expression forms, achieving organic unity of cultural and commercial value, injecting new vitality into traditional culture, and driving the publishing industry toward diversified, high value-added directions.

3.3 "Domestic + Overseas": International Dissemination of Traditional Culture

The "domestic + overseas" strategy propels traditional culture publishing toward internationalization. Bilingual Chinese-English editions of Tao Te Ching accompanied by online lectures invite Chinese and foreign scholars for dialogue, deeply interpreting Eastern philosophy and attracting global readers. The multilingual audiobook project for The Analects collaborates with international streaming platforms, disseminating Confucian thought through podcast formats and achieving new breakthroughs in cultural export. The comic version of Journey to the West partners with renowned Japanese animation studios, blending Chinese and Japanese aesthetic styles to achieve widespread popularity in Asian markets. The copyright of "Chinese Poetry Conference" has been exported to multiple countries, with localized adaptations stimulating cross-cultural dialogue. In digitalization, the AR interactive game of The Classic of Mountains and Seas has entered overseas app stores, allowing foreign users to immerse themselves in Chinese mythological worlds. The "Dunhuang in the Clouds" digital museum utilizes 5G technology to enable high-definition 3D display of cultural relics and multilingual real-time guided tours, breaking geographical limitations. On cross-border e-commerce platforms, "Chinese Character Art" creative products sell well, demonstrating the charm of Chinese culture. These innovative measures not only broaden international dissemination channels for traditional culture but also promote cultural exchange and mutual learning, enhancing the global influence of Chinese culture and leading the publishing industry toward globalization and digitalization.

4. Traditional Culture Publishing Ecosystem Balancing Policy Support and Market Orientation

The traditional culture publishing ecosystem is developing toward a direction that balances policy support and market orientation. In 2017, the "Opinions on Implementing the Project for Inheriting and Developing Excellent Traditional Chinese Culture" issued by the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council provided important guidance for traditional culture publishing. In terms of market orientation, publishers deeply analyze reader needs, launching innovative products such as comic versions of The Analects and stress-relief coloring books of Tao Te Ching, achieving good market response. The establishment of industry-academia-research collaborative innovation platforms has promoted deep integration of academic research, publishing practice, and technological innovation. For example, the "Chinese Ancient Books Protection Plan" led by the National Library of China has promoted the digitization and intelligent application of ancient books, providing new pathways for traditional culture research and dissemination. This multi-party collaborative model is driving traditional culture publishing toward high-quality development.

4.1 Government Guidance: Policy Support System for Traditional Culture Publishing

Government guidance plays a crucial role in constructing the policy support system for traditional culture publishing. In recent years, the government has actively promoted the inheritance and development of traditional culture. For instance, the "Opinions on Implementing the Project for Inheriting and Developing Excellent Traditional Chinese Culture" clearly proposes adhering to the "creative transformation and innovative development" of Chinese culture. In terms of digitalization, the National Library of China is implementing the "Chinese Ancient Books Protection Plan," which includes extensive digitization of ancient books, laying the foundation for digital dissemination of traditional culture. At the local level, many provinces and cities are exploring ways to support local traditional culture publishing. For example, Suzhou City in Jiangsu Province, as an important birthplace of Wu culture, has been actively promoting Wu culture research and dissemination in recent years. Departments such as the Suzhou Municipal Bureau of Culture, Radio, Television and Tourism regularly hold Wu culture-themed publication solicitation activities to support the publication of related books. These policies and measures demonstrate government emphasis on and support for traditional culture publishing while providing direction for publishers and cultural institutions, encouraging innovation and exploration in this field.

4.2 Market Demand: Audience Analysis for Traditional Culture Publishing

Precisely grasping market demand has become the key to success in traditional culture publishing. Big data analysis reveals that traditional culture audiences show diversified trends. Youth groups show strong interest in traditional culture products integrated with modern elements, with new-format products such as the comic version of The Analects and AR interactive games of The Classic of Mountains and Seas achieving considerable sales. Young and middle-aged intellectuals pursue in-depth interpretations, creating strong demand for academic annotated editions of classics such as the Four Books and Five Classics. Middle-aged and elderly groups prefer health culture books, with illustrated health editions of The Yellow Emperor's Inner Canon being particularly popular. In overseas markets, European and American readers show growing interest in Taoist philosophy, with English translations of Tao Te Ching continuing to sell well. Southeast Asian Chinese communities show strong demand for Confucian classics, with bilingual editions of The Great Learning and The Doctrine of the Mean being widely welcomed. The popularization of digital reading habits has driven rapid growth in the e-book and audiobook markets for traditional culture, with the audio version of The Book of Songs achieving considerable listenership on major audio platforms. The cultural creative products market has emerged as a new force, with Dream of the Red Chamber-themed creative stores becoming new cultural leisure hotspots. Demand in the education sector remains stable, with traditional culture textbook series being promoted for use in primary and secondary schools. The corporate training market has seen a rise in applying traditional culture to management, with entrepreneur editions of The Art of War in short supply. In response to these segmented market demands, publishers adopt differentiated strategies, such as launching interactive picture books of Three Character Classic for child readers and developing multilingual guide apps for The Analects for foreign readers, achieving precise marketing. This market-oriented publishing strategy both satisfies the cultural needs of different groups and opens broad prospects for traditional culture publishing.

4.3 Industry-Academia-Research Collaboration: Innovation Driver for Traditional Culture Publishing

The industry-academia-research collaboration model is becoming an innovation driver for traditional culture publishing, promoting comprehensive industry upgrading. Multiple universities, publishing houses, and technology companies are actively cooperating to advance intelligent collation and digital publishing of ancient books. For example, Zhonghua Book Company launched the large-scale ancient books database "Chinese Classics Database," which mobilized multiple parties to digitize and conduct research on ancient texts including the "Twenty-Four Histories" and Draft History of Qing, achieving full-text digitization and intelligent retrieval functions. The Chinese Academy of Social Sciences cooperated with renowned publishing groups to launch the "Chinese Civilization Origins Project" series, integrating the latest archaeological discoveries with academic research to comprehensively display the development脉络 of Chinese civilization. Top university Chinese departments collaborated with new media companies to develop an immersive learning platform for The Book of Songs, using VR technology to recreate the creative scenes of poems, which has been welcomed by young students. Traditional craft research institutes cross-boundary cooperated with cultural creative enterprises to launch Tang Poetry-themed incense sets, combining classical poetry with traditional incense studies to open new models of cultural experience. The National Library of China partnered with AI enterprises to construct the "Chinese Ancient Books Knowledge Graph," providing intelligent support for traditional culture research. Publishing houses cooperated with educational technology companies to develop AR courses for The Analects for promotion and use in primary and secondary schools, innovating traditional culture education methods. This multi-party collaborative innovation model not only integrates academic, industrial, and technological resources but also promotes the creative transformation and innovative development of traditional culture, injecting sustained innovation momentum into the publishing industry and driving traditional culture to radiate new vitality in modern society.

The inheritance and publishing of excellent traditional Chinese culture in the new era requires the application of digital technology, premium strategies, and cross-boundary integration thinking to address issues such as insufficient innovation and limited audiences in traditional culture dissemination. In the future, traditional culture publishing will develop toward more intelligent, personalized, and international directions. By constructing diversified dissemination channels, creating high-quality cultural products, and promoting cross-boundary integration innovation models, traditional culture publishing will play an even more important role in inheriting Chinese civilization, enhancing cultural confidence, and promoting the construction of a culturally strong nation.

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Author Biography: Tan Libin (1981—), female, Han ethnicity, from Xiangtan, Hunan, holds a master's degree and is an associate senior editor. Her research focuses on publishing.

(Responsible Editor: Li Yansong)