The 14th International Conference on Intercultural Communication (ICIC2025) will be held at Wuhan University from October 17th to 19th, 2025. The theme of the conference is "Communication Theory and Practice in Intercultural Marketing: Meeting the Challenges of the Global Digital Age." The official agenda of ICIC2025 is now released as follows:
Saturday, October 18th, 2025
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PART 1: Opening Ceremony
8:30-9:00
Lecture Hall, 3rd Floor,
School of Journalism and Communication
Chair: YAO Xi (Wuhan University)
FENG Guo, President, Institute of Humanities and Social Sciences, Wuhan University
WU Shiwen, Dean, School of Journalism and Communication, Wuhan University
SHAN Bo, Director, Center for Studies of Media Development, Wuhan University (CSMD)
Group Photo
PART 2: Keynote Speech 1
9:00-10:30
Lecture Hall, 3rd Floor,
School of Journalism and Communication
Chair: WU Shiwen (Wuhan University)
1. WANG Chenglu (University of New Haven)
New Marketing in the New Media Era (9:00-9:20)
2. Tom Reichert (University of South Carolina)
Advertising in the Age of Al: New Frontiers for Advertising Education and Research (9:20-9:40)
3. CHEN Changfeng (Tsinghua University)
Generative AI and Disciplinary Boundaries: What is De-contextualized Knowledge Changing? (10:00-10:20)
4. CHEN Gang (Peking University)
Returning to Values (9:40-10:00)
Academic Dialogue:
HONG Junhao ( State University of New York at Buffalo) (10:20-10:30)
PART 3: Keynote Speech 2
10:45-12:15
Lecture Hall, 3rd Floor,
School of Journalism and Communication
Chair: XIAO Jun (Wuhan University)
1. LIU Hanjun (Wuhan University)
When Yangtze River Meets the Great Rivers of the world (10:45-11:05)
2. ZHANG Yuqiang (Communication University of China)
The Significance and Value of Local Brands in International Communication (11:05-11:25)
3. Alexander Scott English (Wenzhou-Kean University)
Cross-cultural Experiences of Global Talent: Longitudinal Biomarker Study Exploring Stress, Workplace Experiences, and Well-being (11:25-11:45)
4. LOU Chen (Nanyang Technological University)
Cross-cultural Advertising Effect: Theoretical Application and Empirical Evidence (11:45-12:05)
Academic Dialogue:
CHEN Changfeng (Tsinghua University)(12:05-12:15)
PART 4: Keynote Speech 3
13:30-15:15
Lecture Hall, 3rd Floor,
School of Journalism and Communication
Chair: CHEN Bo (Wuhan University)
1. YAO Xi (Wuhan University)
Research on Cross-Cultural Marketing Communication Innovation of Chinese Enterprises in the New Era of Globalization and Digitalization (13:30-13:50)
2. ZHAO Xinli (Communication University of China)
Brand International Communication in the Era of Artificial Intelligence (13:50-14:10)
3. Jantima Kheokao (St. Paul University)
Humanizing AI: Rethinking Intercultural Communication and Marketing in the Digital Era (14:10-14:30)
4. Abdul Latiff Ahmad (Universiti Kebangsaan Malaysia)
Integrating Intercultural Marketing Messages with Adaptation Realities for International Students in Malaysia (14:30-14:50)
Academic Dialogue:
LIU Hanjun (Wuhan University) (14:50-15:00)
PART 5: Keynote Speech 4
15:15-16:25
Lecture Hall, 3rd Floor,
School of Journalism and Communication
Chair: DONG Qingxing (Wuhan University)
1. JIANG Zhibin (Shanghai International Studies University)
Paradigm Shifts in Cross-cultural Marketing Communication Driven by Artificial Intelligence (15:15-15:35)
2. Moniza Waheed (Universiti Putra Malaysia)
When Western Theories Travel East and Get Lost in Translation (15:35-15:55)
3. ZHANG Dianyuan (Fudan University)
The Construction of CSR Image of Chinese Enterprises and Its International Communication Pathways (15:55-16:15)
Academic Dialogue:
PAN Kewu (Communication University of China) (16:15-16:25)
Sunday, October 19th, 2025
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PART 1: Keynote Speech 1
8:30-9:40
Lecture Hall, 3rd Floor,
School of Journalism and Communication
Chair: HONG Jiewen(Wuhan University)
1. DUAN Chunlin (South China University of Technology)
The Development Trend of Chinese Brands Going Global (8:30-8:50)
2. YANG Xiaohong (Sichuan University)
Spatial Integration and Interactive Translation: The Cross-Cultural Communication Practices and Roles of Made-in-China Products (8:50-9:10)
3. QIN Xuebing (East China Normal University)
Pragmatism and Perceived Risk: The Impact of Source Country Image on the Acceptance of Chinese Internet Brands by American Users (9:10-9:30)
Academic Dialogue:
JIANG Zhibin (Shanghai International Studies University) (9:30-9:40)
PART 2: Keynote Speech 2
9:55-11:05
Lecture Hall, 3rd Floor,
School of Journalism and Communication
Chair: WANG Min(Wuhan University)
1. YAO Jun (Mountains)
The Socialization Transformation of Brand Advertising (9:55-10:15)
2. JING Hua (Joyy Inc.)
Self-Advancing of Globalizing Enterprises (10:15-10:35)
3. Chris Pereira (iMpact)
Building Trust, Going Global: How Enterprises can Effectively Enhance Cross-Cultural Communication Competence (10:35-10:55)
Academic Dialogue:
QIN Xuebing (East China Normal University) (10:55-11:05)
PART 3: Parallel Panel 1
(Culture and Market in Cross-Cultural Marketing Communication)
8:30-11:15
Room A321, 3rd Floor,
School of Journalism and Communication
8:30-9:40
Chair: XIONG Hui (Xiamen University)
1. WANG Yuan (Sichuan International Studies University)
The Logical Expression of Cross-cultural Communication Value of Local Cultural Tourism from the Perspective of Spatial Production: Based on a Case Study of the Overseas Social Media Operation Practice of iChongqing
2. DING Tao (Xichang University)
China’s Narrative in a Cross-Cultural Context: Challenges and Opportunities for Constructing an International Discourse System
3. JIANG Keyu, XU Xinlian (Hu Bei University)
In the Name of the Nation: The Metaphorical Construction and Semantic Transformation of Transnational Brands’ Advertising in China
4. GU Yu, WANG Yiliu (Hubei University)
Cultural Discount and Cultural Integration: Appropriation Strategies in Chinese Brands’ Overseas Advertising
5.SHU Mengyuan, MU Wenlong (Wuhan University)
JIN Yihan (Hubei University)
A Meta-Analysis of Personalized Advertising
Academic Dialogue:
XIN Jing (Central China Normal University)
9:55-11:15
Chair: JIN Yihan (Hubei University)
1. LI Zhenzhen, XIAO Jun (Wuhan University)
The Cross-Cultural Shift in Corporate Communication: A Case Study of Sinopec’s Global Communication Practices
2. WANG Yeqi (Monash University)
Digital Narratives and Cross-Cultural Emotional Resonance: Symbolic Visibility in the “Heroic Narrative” of Filipino Migrant Workers
3. XIN Jing,YANG Shuangshuang (Central China Normal University)
Archetypal Narratives in the Intercultural Communication of Chinese Designer Toy IPs: A Case Study of Labubu’s Overseas Videos
4. XU Meng (Guangdong University of Foreign Studies)
The Narrative of “Growth-Oriented Brands” in the Cross-Cultural Marketing of Chinese New Energy Vehicle Companies
5. Artem Novobritskii (Wuhan University)
Intercultural Communication Strategies of a Technology Brand: A Comparative Quantitative Analysis of Xiaomi’s Digital Marketing in China and Russia
Academic Dialogue:
YU Tingting (Huazhong University of Science and Technology)
PART 4: Parallel Panel 2
(Media and Technology in Cross-Cultural Marketing Communication)
8:30-11:15
Room A322, 3rd Floor,
School of Journalism and Communication
8:30-10:00
Chair: LUO Chen (Wuhan University)
1. YANG Lili,SUN Danchun(Shenzhen University)
2. ZHAO Zhanhua, PAN Yang (Xian International Studies University)
International Communication Practices of Chinese Designer Toy IPs on Short Video Platforms from the Perspective of Affective Communication
3. YU Tingting, LUO Yuwen (Huazhong University of Science and Technology)
The Cross-Cultural Breakthrough Pathways of Traditional Chinese Cultural Donghua Films: Visibility, Transmissibility, and Perceptibility
4. HUA Zicheng (Chang'an University)
The Cross-Cultural Translation Mechanism of Calligraphic Landscapes in Black Myth: Wukong under the “Three Realms–Three Dimensions” Theoretical Framework
5. Dhanaraj Kheokao (University of Potsdam)
The Algorithmic Mindfield: Navigating Nero-Ethical Frontier in TikTok’s Intercultural Marketing
Academic Dialogue: LIU Zikun (Wuhan University)
10:15-11:15
Chair: JIANG Lanxin (Wuhan University)
1. YU Tingting, GAI Yuxiang, TIAN Minxuan(Huazhong University of Science and Technology)
The Current Status, Problems, and Countermeasures of Research on the International Communication of Chinese Brands
2. HE Yuan( Sichuan International Studies University)
Whispers from the Digital Factory: Cross-Cultural Negotiations of Expectation and Quality in Temu’s Global Review Discourse
3. HUANG Zexing, YANG Jingxu( Southeast Asian Nationalities University)
Affection as the “Engine”: The Cyber-Assemblage Pathways of Chinese Designer Toy IPs in Cross-Cultural Marketing Communication
4.CAO Yuxuan(Peking University)
Short Drama Going Global: A Comparative Analysis of Market Preference Logics in the Chinese and American Micro-Drama Industries
5. HOU Xiaotong( Guangdong University of Foreign Studies)
Brand Value Narratives in the Context of New Globalization: A Cross-Cultural Comparative Study of BYD and Tesla Based on Schwartz’s Theory of Basic Human Values
Academic Dialogue:
LU Mingjiang (Wuhan University)
PART 5: Closing Session
11:30-11:50
Lecture Hall, 3rd Floor,
School of Journalism and Communication
Chair: MU Wenlong (Wuhan University)
Summary: YAO Xi (Wuhan University)