中国美食与文化的跨文化传播实践研究——以B站UP主“雨琪在芬兰”摆摊系列视频为例

The Cross-Cultural Communication of Chinese Cuisine and Culture—Research Based on Bilibili Creator “Yuqi in Finland”’s Street-Stall Video Series

摘要: 在跨文化传播主体向个体延伸的背景下，本文以B站UP主“雨琪在芬兰”摆摊实践为研究对象，结合高低语境理论、符号互动论等多元框架，探析摆摊场景中中国美食与文化的跨文化传播路径与效果。研究发现，该实践以美食为核心符号、汉服等辅助符号，通过“线下聊天式互动 + 线上放大”实现文化传递，在认知、情感、传播及社会层面均取得成效，获芬兰驻华大使馆官方认可，印证了个体生活化传播的可行性。同时实践存在文化维度窄、符号价值未激活等局限，需通过内容拓展、符号关联等轻量化方案优化，为民间跨文化传播提供参考。

Abstract: Against the backdrop of the extension of cross-cultural communication subjects to individuals, this paper takes the stall-vending practice of Bilibili creator “Yuqi in Finland” as the research object. Combining multiple theoretical frameworks such as Hall’s high-low context theory and symbolic interactionism, it explores the cross-cultural communication paths and effects of Chinese cuisine and culture in the stall-vending scenario. The findings indicate that this practice takes cuisine as the core symbol, supplemented by auxiliary symbols, and achieves cultural transmission through “offline conversational interaction + online amplification”. It has yielded positive outcomes at the cognitive, emotional, communicative, and social levels, and has obtained official recognition from the Embassy of Finland in China, which confirms the feasibility of individual-oriented daily-life-based communication. Meanwhile, the practice faces limitations such as a narrow cultural dimension and an underactivated symbolic value. It is necessary to optimize the practice through lightweight solutions including content expansion and symbol association, so as to provide reference for non-governmental cross-cultural communication.