Research on new paths for cultural IP overseas expansion under the empowerment of technology: a case study of "Stacking Stars" Sanxingdui IP
科技赋能下文化IP出海新路径研究——以“堆星星”三星堆IP为例

摘要

近年来，文化IP作为国家文化软实力的重要组成部分，其国际传播路径面临新一轮结构重塑。科技赋能在其中发挥了不可或缺的支撑作用，不仅重构文化产品的表达方式，也深度改变其传播模式与运营机制。本文以“堆星星”三星堆IP为研究对象，从数字孪生、AI建模、区块链确权到海外仓储体系构建等多个维度，分析科技力量如何推动文化IP实现形象生成、内容适配、权益保护和全球分发的链条式优化，为中国文化IP出海探索出一条融合性、系统性与可持续性兼具的现实路径。

Abstract

In recent years, as an important component of a country's cultural soft power, the international dissemination path of cultural IP has faced a new round of structural reshaping. Technology empowerment has played an indispensable supporting role in this process, not only reconstructing the expression methods of cultural products but also deeply changing their dissemination models and operation mechanisms. This paper takes "Stacking Stars" Sanxingdui IP as the research object and analyzes from multiple dimensions such as digital twins, AI modeling, blockchain rights confirmation, and the construction of overseas warehousing systems, how technological forces promote the chain optimization of cultural IP in terms of image generation, content adaptation, rights protection, and global distribution, exploring a realistic path for the overseas expansion of Chinese cultural IP that is integrated, systematic, and sustainable.