Author(s)

Jing Liu ¹, Kangjing Zhang ¹

Affiliation(s)

¹ Foreign Languages College, Minnan University of Science and Technology, Shishi, Quanzhou, China

Corresponding Author

Jing Liu

ABSTRACT

This study focuses on the official website of Anta brand, Antas cross-border e-commerce platforms, and the International publicity materials related to Anta in new media as the research objects. Under the guidance of the cultural translation perspective, it breaks through the traditional linguistic analysis framework to re-examine its translation strategies from three aspects: cultural foreignization strategy, cultural domestication strategy, and cultural compensation strategy. It also conducts an optimized analysis of some of the International publicity materials. The findings show that foreignization adopts literal translation and transliteration preserves the brand's cultural genes; domestication applies free translation and cultural substitution to align the brand narrative with Western business logic; and cultural compensation eliminates comprehension barriers arising from regional culture by adding background information from annotation and cultural interpretation. The three strategies work together to improve translation accuracy and global communication effectiveness. This study summarizes translation problems in Anta' international publicity and proposes optimized strategies. It can provide a reference for Chinese regional sports brands to conduct overseas translation and build international brand narratives.

KEYWORDS

Cultural translation theory; ANTA; International publicity translation; Translation skills

CITE THIS PAPER

Jing Liu, Kangjing Zhang. An Optimization of English Translation Strategies for the International Publicity of Quanzhou Sportswear Brand Anta from the Perspective of Cultural Translation Theory. Lecture Notes on Language and Literature (2026). Vol. 9, No.1, 131-138. DOI: http://dx.doi.org/10.23977/langl.2026.090119.

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