Telling Better Stories about Chinese Yu(Jade): Communication of Chinese Yu Culture from the Cross-Cultural Perspective

The western discourse has been playing a dominating role in the world culture. Under the circumstances, the proposition of "telling the China story well" on China's international communication was raised by Chinese government in 2013. Chinese Yu(jade) culture is one of the cultural treasures and the external dissemination is a requirement for the inheritance and development of Yu culture. As story-telling is one of the most important methods of cultural communication, telling the "Chinese Yu story" well has the value of enhancing the cultural soft power and the significance of "cultural confidence", and contributes to the development of domestic Yu industry and the cultivation of local jewelry brands with international influence. Therefore, scholars of Yu culture and practitioners in Yu industry need to take the course of cultural self-molding with firm cultural self-identity, focus on the "beauty of Yu" with emphasis on the integration of traditional and modern Yu culture and construct multimodal discourse to seek breakthroughs and innovations in way of expression. The more effective cross-cultural communication of Yu culture also depends upon right communication technology and mode that keep pace with the times, professional teams and supportive systems.