Abstract

As a representative geographical indication (GI) product of Shaanxi, Jingyang Fu Tea not only embodies distinctive regional characteristics but also carries profound local cultural heritage, reflecting centuries of history, craftsmanship, and socio-cultural identity. However, despite its rich cultural connotations and unique value, Jingyang Fu Tea faces multiple challenges in the process of global communication. This study is mainly constructed by multimodal discourse analysis and cross-cultural communication to figure out how the different forms of information, such as language, pictures, and sounds, work together. In the course of the research, we have paid special attention to the methods that companies now use in branding and found some areas that need to be improved. Based on the systematic analysis of the current situation of international communication of Jingyang Fu Tea, this study further puts forward strategies for the adaptation and optimization of multi-modal symbols, aiming to provide a reference for the brand expression and communication practice of this geographical indication product in the context of globalization.