A Study on the Realization Path of “Translocality” in the Localization Strategy of Art : Taking Yue Minjun's Promotion in the Korean Market as an Example

艺术本土化策略“超域性”实现路径的研究—以岳敏君韩国市场推广为例

[Background] In the context of globalization, how art effectively crosses cultural boundaries for successful communication, especially in the East Asian region characterized by similar cultural psychology but significant differences in aesthetic structure has become an important issue in the international communication of contemporary art. [Objective] Focusing on the communication strategies of Chinese contemporary artist Yue Minjun in the Republic of Korean market, this study aims to reveal the underlying mechanism by which “localization” tactics build a “temporary affective community” to ultimately achieve a “translocal” outcome. [Method] Adopting a reconfigured E-STP cultural communication model as its core, systematically demonstrates the complete implementation path of Yue Minjun's campaign in Republic of Korea (Environmental analysis, Segmentation, Targeting, Positioning). It further explores how narrative guidance and experiential design shaped the “smile” symbol into an open “affective container.” [Results] Yue Minjun’s success rests not only on the recognizability of his visual iconography; more decisively, it stems from a promotional strategy that recontextualizes the “smile” motif—through narrative reconstruction and interactive-experience design—to generate an affective, translocal connection. [Conclusion] This research addresses the theoretical shortcomings in current studies of localized Chinese contemporary art dissemination–namely, a lack of specific case studies and analysis of East Asian cultural market strategies. Furthermore, it offers a practical and replicable model for the international expansion of Chinese art.

【背景】在全球化语境中，艺术如何跨越文化边界实现有效传播，尤其是在文化心理相近但审美结构差异显著的东亚地区，成为当代艺术国际传播的重要课题。 【目的】本文以中国当代艺术家岳敏君在韩国市场的传播路径为研究案例，尝试构建“本土化”战术如何通过构建“临时性情感共同体”最终实现“超域性”传播结果的内在机制。 【方法】采用重构后的E-STP 文化传播模型作为核心分析框架，系统性地论证了岳敏君在韩传播中从环境洞察（E）、受众细分（S）、战略聚焦（T）到定位执行（P）的完整实现路径，深入探讨了叙事引导与体验设计，将“笑脸”符号塑造为一个开放的“情绪容器”。 【结果】岳敏君的成功不仅依赖于视觉符号的辨识度，更源于其推广策略精准地将“笑脸”符号的意义，通过叙事重构与互动体验设计，最终实现了情绪层面的“超域性连接”。 【结论】本研究在理论层面弥补了当前中国当代艺术本土化传播研究中缺乏具体个案支撑与东亚文化市场策略分析的不足，在实践层面亦为中国艺术“走出去”提供了可操作的模式参考。