From Symbol to Culture: A Study on Cross-Cultural Communication Strategies of "A-Ma Culture"-Themed Cultural and Creative Design in Macau

Globalization makes cross-cultural communication vital. As a unique cultural blend, Macau's "A-Ma Culture" reflects this exchange. A-Ma Temple, a local spiritual and cultural symbol, embodies deep historical integration.This study uses "symbolic integration" and "cultural translation" to examine the global communication of A-Ma-themed cultural and creative design. Through case studies—including wooden ornaments, incense ash bracelets, tea pets, and digital derivatives—it reveals how cultural sustainability is achieved through symbol reconstruction and semantic translation.Findings show that blending Chinese and Portuguese symbols boosts cultural identity and international reach, yet requires balancing authenticity with sensitivity. Digital, interactive, and policy-aligned paths are proposed to inform Macau's cultural and creative industry globalization.