关键词: 吉祥文化, 乳制品包装, 情绪价值, 符号转译, 文化传承

Abstract: Amid rising cultural confidence and the revival of “Guochao” trends,auspicious culture,as a spiritual gene of Chinese tradition,provides profound impetus for innovation in food packaging design.This study focuses on the dairy sector,deconstructing the five elemental systems of auspicious culture（object-based auspiciousness,behavior-based auspiciousness,language-based auspiciousness,number-based auspiciousness,and color-based auspiciousness）.Through case studies of brands like Yantang Dairy and Want Want Milk,it demonstrates the translation pathways of traditional symbols in modern packaging.Firstly,visual symbols（e.g.,auspicious cloud patterns,meander motifs） enhance aesthetic value in dairy packaging.Secondly,homophonic wordplay in brand and product names（e.g.,“ShunShunLiLi” implying smooth success,“ZaoZaoFaCai” symbolizing wealth） constructs emotional narratives that deliver consumer value.Thirdly,seasonal rituals（e.g.,wellness gift sets,exam-season marketing） activate consumption scenarios through behavioral ceremony.Collectively,auspicious culture empowers products by elevating emotional value,offering dairy industries a differentiated strategy to transcend homogenized competition while revitalizing cultural heritage.

Key words: auspicious culture, dairy packaging, emotional value, semiotic translation, cultural inheritance