Brand Promotion of Confucius Institute in China from the Perspective of Cultural Recipients

In recent years, rapid promotion of China's economy attracts more and more interest and attention of the world. Rising boom of learning Chinese in today's world mainly depends on Chinese language promotion organizations' strategy. To fill the knowledge gap and to achieve the purpose of cultural diplomacy through brand promotion, in this paper we study the globalization trend of Chinese language and culture promotion by Confucius Institute (CI), analyze CI as China's first worldwide Brand of cultural and educational exchanges. Cultural recipients were used as a sample foreign students studied on Confucius Institute Scholarship Program in China. The findings confirmed awareness and brand identity of CI through the subjective evaluations and support by its "consumers". It is suggested to make innovations in cultural promotion and teaching contents for promoting the brand awareness.