Communicating Qin Culture Globally: Constructing International Discursive Power around the Terracotta Army

The Terracotta Army of the Mausoleum of the First Emperor of Qin, as a spiritual emblem of Chinese civilization and the so-called “Eighth Wonder of the World,” constitutes a core vehicle through which Chinese culture engages the global public. Within the context of globalized communication, the Emperor Qinshihuang’s Mausoleum Site Museum has built the international discursive power of the Terracotta Army through practices such as establishing an overseas social media matrix, innovating content production, and expanding diversified communication channels. Based on the implementation background, resource advantages, operational strategies, and communication outcomes of the museum’s overseas promotion initiatives, this article systematically analyzes the pathways and methods through which the international discursive power of the Terracotta Army has been constructed, providing practical reference for the international communication of Chinese culture.