The Path to International Brand Development Enhanced by AI from the Perspective of Cultural Confidence: Lanweile's Digital Storytelling and Its Role in Shaping Global Consumer Perceptions

Abstract

In the new phase of global transformation for domestic Chinese brands, cultural confidence has evolved beyond superficial symbolic exports to become the core driver enabling brands to overcome homogenized competition in international markets and establish lasting consumer recognition. Traditional brand internationalization approaches, primarily reliant on product distribution and channel expansion, often suffer from limitations such as monotonous narratives, poor cultural alignment, and insufficient brand awareness reach. This paper adopts a case study methodology centered on Lanweile, a prominent domestic consumer brand, and is grounded in the fundamental principles of cultural confidence alongside AI-driven digital empowerment. It systematically examines the AI-enhanced path to brand internationalization across four analytical dimensions: conceptual overview, core principles, existing challenges, and optimization strategies. Focusing on Lanweile's digital narrative implementation, the study analyzes how artificial intelligence technology facilitates integrated Chinese-Western cultural storytelling, achieves precise global consumer engagement, and builds a distinctive brand identity in diverse overseas markets. The research further explores the mechanisms through which AI-powered tools, including natural language processing, generative content creation, and data-driven consumer insight analytics, contribute to culturally resonant brand communication. By bridging theoretical frameworks of cultural confidence with practical applications of digital storytelling, this paper provides actionable insights and strategic recommendations for the high-quality overseas development of domestic consumer brands seeking to cultivate meaningful connections with international audiences.