Author(s): Zou Liyuan

Abstract: Chu Yun Liu Fang, Vibes of Chu Culture, is not only a poetic expression but also an innovative practice dedicated to the international dissemination of Jingchu culture. This paper examines the national college student innovation training program of Yangtze University, Chu Yun Liu Fang: A Bilingual Practice in the Dissemination of Jingchu Cultural Relics and Creative Products, as its research subject. Drawing on the team’s concrete practices in cultural relic promotion, cultural and creative product development, and bilingual communication, it explores innovative pathways for local university student teams to participate in the international dissemination of Jingchu culture. The research reveals that emerging communication formats, such as bilingual short videos, live-streaming e-commerce, and social media operations, are providing viable practical platforms for university students to engage in cultural going global initiatives. Leveraging their strengths in translation studies, the project team has adopted a dual-wheel drive model of content creation plus e-commerce conversion, initially exploring a sustainable development path from cultural relic revitalization and creative transformation to bilingual communication and commercial feedback. This practice not only contributes youthful energy to the transformation of Jingchu culture from a regional heritage into a cultural resource that is communicable, experiential, and consumable, but also offers a replicable practical model for university innovation and entrepreneurship projects serving local cultural dissemination.

Keywords: bilingual communication, college student innovation, cultural and creative products, cross-cultural practice, Jingchu culture.

Article Info: Received: 14 Feb 2026; Received in revised form: 12 Mar 2026; Accepted: 15 Mar 2026; Available online: 18 Mar 2026

DOI: 10.22161/ijels.112.29