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International Journal of Horticulture 2026, Vol.16, No.1 http://hortherbpublisher.com/index.php/ijh © 2026 HortHerb Publisher, registered at the publishing platform that is operated by Sophia Publishing Group, founded in British Columbia of Canada. All Rights Reserved. Publisher HortHerb Publisher Edited by Editorial Team of International Journal of Horticulture Email: edit@ijh.hortherbpublisher.com Website: http://hortherbpublisher.com/index.php/ijh Address: 11388 Stevenston Hwy, PO Box 96016, Richmond, V7A 5J5, British Columbia Canada International Journal of Horticulture (ISSN 1927-5803) is an open access, peer reviewed journal published online by HortHerb Publisher. The journal publishes all the latest and outstanding research articles, letters and reviews in all aspects of horticultural and its relative science, containing horticultural products, protection; agronomic, entomology, plant pathology, plant nutrition, breeding, post harvest physiology, and biotechnology, are also welcomed; as well as including the tropical fruits, vegetables, ornamentals and industrial crops grown in the open and under protection. HortHerb Publisher is an international Open Access publisher specializing in horticulture, herbal sciences, and tea-related research registered at the publishing platform that is operated by Sophia Publishing Group (SPG), founded in British Columbia of Canada. All the articles published in International Journal of Horticulture are Open Access, and are distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. HortHerb Publisher uses CrossCheck service to identify academic plagiarism through the world’s leading plagiarism prevention tool, iParadigms, and to protect the original authors’ copyrights.
International Journal of Horticulture (online), 2026, Vol. 16, No.1 ISSN 1927-5803 http://hortherbpublisher.com/index.php/ijh © 2026 HortHerb Publisher, registered at the publishing platform that is operated by Sophia Publishing Group, founded in British Columbia of Canada. All Rights Reserved. Latest Content An Ethical Inquiry into Translation in the International Communication of Ginseng and Deer Antler Culture: From Cultural Representation to Value Negotiation Yuanyuan An International Journal of Horticulture, 2026, Vol. 16, No. 1, 1-14
International Journal of Horticulture, 2026, Vol.16, No.1, 1-14 http://hortherbpublisher.com/index.php/ijh 1 Research Insight Open Access An Ethical Inquiry into Translation in the International Communication of Ginseng and Deer Antler Culture: From Cultural Representation to Value Negotiation Yuanyuan An School of Language and Culture, Changchun Institute of Science and Technology, Changchun, 130600, Jilin, China Corresponding author: 15904310496@163.com International Journal of Horticulture, 2026, Vol.16, No.1 doi: 10.5376/ijh.2026.16.0001 Received: 02 Dec., 2025 Accepted: 05 Jan., 2026 Published: 21 Jan., 2026 Copyright © 2026 An, This is an open access article published under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Preferred citation for this article: An Y.Y., 2026, An ethical inquiry into translation in the international communication of ginseng and deer antler culture: from cultural representation to value negotiation, International Journal of Horticulture, 16(1): 1-14 (doi: 10.5376/ijh.2026.16.0001) Abstract This study conducts a systematic investigation into the ethical issues of translation in the international dissemination of ginseng and deer antler (shenrong) culture, focusing on how these traditional medicinal and dietary resources are culturally represented, reinterpreted, and ethically challenged in cross-cultural contexts. The article first outlines the core connotations of shenrong culture, emphasizing its roots in the holistic life philosophy and Yin-Yang balance theory of Traditional Chinese Medicine (TCM), while highlighting how differences in functional consumption preferences, regulatory systems, and ethical orientations in global markets significantly influence translation practices. It then constructs an analytical framework from three perspectives-cultural representation ethics, cross-cultural adaptation ethics, and value-negotiation ethics-to reveal the structural dilemmas faced by translators when striving to faithfully convey traditional knowledge, comply with target-language regulations, and address animal-ethics debates and cultural differences. Through case analyses of brand translations, packaging and promotional language, efficacy claims, and typical mistranslations, the study illustrates the mechanisms by which shenrong culture is functionalized, commodified, and deculturalized in global discourse. Building on the tension between responsibility ethics and communicative ethics, the article proposes balanced approaches such as a “stratified cultural visibility strategy,” emphasizing that explanatory translation, contextual supplementation, and cross-stakeholder collaboration are essential for protecting the cultural knowledge system of shenrong while ensuring effective intercultural communication. Ultimately, the study calls for establishing an ethics-oriented translation system for TCM culture to promote the precise, sustainable, and responsible international dissemination of shenrong culture. Keywords Shenrong culture; Translation ethics; Cross-cultural communication; Cultural representation; Value negotiation 1 Introduction As global interest in health and wellness continues to rise, the value of traditional medicinal and dietary resources is being re-evaluated within cross-cultural contexts. As a composite resource that embodies medicinal efficacy, nutritional functions, and cultural symbolism, shenrong-primarily referring to ginseng, deer antler, and related products-has gradually moved beyond its East Asian epistemological roots into the international marketplace of health products and cultural discourse. Existing studies show that ginseng is valued not only for its traditional therapeutic functions but also for its wide-ranging applications in modern agriculture, nutrition, and animal sciences. For example, residues from American ginseng extract have been used as feed additives for sika deer, significantly improving livestock immunity and production performance (Wu et al., 2024). Deer antler, renowned for its remarkable regenerative capacity, has become a prominent model in global mammalian regeneration research, with evidence spanning stem cell discovery (Qin et al., 2023), organ regeneration mechanisms (Wang et al., 2019), and cartilage protection (Yao et al., 2020; Guan et al., 2021). As global consumption patterns shift toward “wellness-health maintenance-functional foods”, the demand for cross-cultural communication of shenrong culture continues to expand. This trend reflects not only international consumers’ growing preference for natural health products but also increasing global curiosity about Eastern philosophies of life, holistic medical frameworks, and traditional knowledge systems. Consequently, how to accurately represent shenrong culture,
International Journal of Horticulture, 2026, Vol.16, No.1, 1-14 http://hortherbpublisher.com/index.php/ijh 2 effectively convey its cultural meanings, and reasonably reconstruct its value systems in international communication has become a pressing issue for both academia and industry. Within this cross-cultural exchange, translation is no longer limited to linguistic conversion; it functions as a key mechanism for cultural understanding, meaning construction, and value negotiation. On one hand, translation carries the dual tasks of knowledge transformation and cultural interpretation, requiring the creation of meaningful bridges across different symbolic systems, medical discourses, and historical narratives. For instance, translating the regenerative features of deer antler or the health benefits of ginseng involves multi-layered filtering through traditional medical theory, biomedical evidence, and health-related norms in the target language. Translators must not only convey scientific facts-such as the rapid tissue regeneration capability of deer antler (Wang et al., 2019; Qin et al., 2023) or ginseng’s positive effects on animal health (Wu et al., 2024), but also grapple with fundamental differences in medical epistemology across cultural systems. On the other hand, translation operates within power structures, regulatory frameworks, and cultural capital dynamics. Translation strategies, discursive choices, and cultural compromises can directly shape international audiences’ perceptions and acceptance of shenrong culture. The rapid growth of research and global trade surrounding shenrong products has further underscored the critical role of translation in constructing cultural narratives, mediating cultural differences, and establishing knowledge legitimacy (Yao et al., 2020; Guan et al., 2021). Nevertheless, the international dissemination of shenrong culture reveals a series of deep ethical challenges, including the authenticity of cultural representation, the semantic migration of traditional knowledge, the reconstruction of cultural meanings under commercialized narratives, the cross-contextual interpretation of medical attributes, and the negotiation of value systems across cultures. In international contexts, shenrong is often framed through the lens of health products, functional supplements, or alternative medicine. While such re-narration caters to market demand, it may inadvertently simplify or distort the original cultural knowledge system. As ginseng and deer antler increasingly enter the focus of scientific research (Qin et al., 2023; Wu et al., 2024), translators face mounting ethical pressure regarding cultural choices: their decisions involve not only professional competence but also ethical judgment regarding cultural representation, scientific accuracy, and market compliance. For example, when translating traditional functions of shenrong, translators must balance the need to faithfully convey cultural complexity with the need to align with the cognitive frameworks of target readers. When addressing scientific findings, they must avoid overstating efficacy or misrepresenting empirical evidence (Wang et al., 2019; Yao et al., 2020). Therefore, systematically examining the ethical issues in translating shenrong culture within international communication is essential not only for improving the quality of cultural expression but also for fostering fairness and sustainability in cross-cultural exchanges of health-related knowledge. 2 Core Connotations of Shenrong Culture and the Context of Its International Communication 2.1 Shenrong culture embodies core TCM concepts such as the holistic life paradigm and Yin-Yang balance The knowledge system of shenrong culture is rooted in the holistic life paradigm of Traditional Chinese Medicine (TCM), whose underlying logic is built upon the philosophical principles of “correspondence between heaven and humanity” and “overall harmony”. As tonic medicinal materials, ginseng and deer antler carry cultural meanings far beyond mere physiological enhancement; they are closely associated with abstract life concepts such as the generation of qi, the preservation of essence, and the harmonization of Yin and Yang (Jia et al., 2009; Zhang et al., 2024). For instance, ginseng has traditionally been regarded as the “King of Qi-supplementing herbs”, with core functions including tonifying qi, strengthening the spleen, nourishing the blood, and balancing Yin and Yang-used to help the body resist fatigue, illness, and aging (Jia et al., 2009; Potenza et al., 2022). Modern pharmacological research further reveals its adaptogenic properties as well as its immunomodulatory and neuroprotective effects, yet these findings do not replace its foundational role within the TCM life paradigm centered on the notion of qi (Shi et al., 2019; Zhang et al., 2024). Deer antler has traditionally been associated with kidney nourishment, bone strengthening, and vitality enhancement, and is often used to support weak constitutions. Its annual regenerative
International Journal of Horticulture, 2026, Vol.16, No.1, 1-14 http://hortherbpublisher.com/index.php/ijh 3 capacity is regarded as a symbol of vitality, renewal, and the power of rebirth (Wang et al., 2019; Qin et al., 2023; Zhao et al., 2025). As such, shenrong culture represents not merely a compilation of medicinal knowledge but a composite knowledge structure that integrates medical theory, symbolic meaning, and ritual/liturgical practices (Guan et al., 2021; Xia et al., 2022). However, this cultural framework-grounded in Yin-Yang, Five Elements theory, and the interrelatedness of the organ systems-faces semantic gaps and cognitive translation challenges in cross-cultural communication. Western biomedical discourse, oriented around anatomy, physiology, molecular mechanisms, and evidence-based medicine, lacks direct equivalents for concepts such as qi, jing (essence), or Yin-Yang (Potenza et al., 2022; Zhang et al., 2024). Expressions in shenrong culture such as “tonifying deficiency”, “strengthening the righteous to dispel pathogenic factors”, or “unity of essence, qi, and spirit” involve not only linguistic conversion but also the adjustment of cognitive frameworks and the restructuring of cultural logic. Without adequate explanation of TCM’s holistic worldview and long clinical tradition, the cultural and medical connotations of shenrong may easily be reduced to perceptions of “non-science”, “mysticism”, or reinterpreted through consumer-oriented labels such as “anti-fatigue” or “anti-aging” (Ichim and De Boer, 2021). Thus, communicating shenrong culture internationally requires balancing the depth of its original meaning with cross-cultural intelligibility, making translation a key mechanism for semantic bridging and conceptual reframing. 2.2 Rising global market demand amid regulatory and cognitive disparities Driven by the expanding global demand for functional foods and natural health products, shenrong-related goods have witnessed notable growth in international markets. Ginseng has become one of the best-selling herbal medicines worldwide, with a global market size exceeding USD 2.1 billion and products distributed across six continents (Ichim and De Boer, 2021; Potenza et al., 2022). Deer antler, due to its regenerative properties and potential health benefits, has also gained increasing attention, with global annual production reaching approximately 1 300 tons and continuing to rise alongside medicinal and wellness demand (Zhao et al., 2025). Consumers in Europe, North America, Southeast Asia, and Australia show growing interest in health concepts such as “natural”, “traditional”, and “holistic nourishment”, creating new opportunities for the commercial dissemination of shenrong products. However, international acceptance of shenrong is often shaped by frameworks of “functional consumption” or “natural supplements”, rather than a systematic understanding of TCM’s life philosophy and the deeper cultural connotations of shenrong (Suh et al., 2019). As a result, shenrong culture is easily recoded into Western consumer categories such as “immune booster” or “anti-fatigue product,” diluting its philosophical foundations and cultural depth. At the same time, shenrong products entering global markets must navigate widely divergent regulatory systems. Countries differ significantly in the categorization of herbal medicines and animal-derived supplements, safety standards, labeling rules, and advertising claims (Suh et al., 2019; Ichim and De Boer, 2021). For ginseng, quality authentication and the identification of genuine vs. adulterated products are major challenges; mislabeling and adulteration not only undermine consumer trust but also pose safety risks (Ichim and De Boer, 2021). Many regions impose strict restrictions on medical claims such as “treat” or “cure”, requiring instead functional expressions like “supports” or “helps maintain”, which shape the permissible boundaries of shenrong-related discourse in target-language texts (Potenza et al., 2022). For deer antler, regulations on the importation, quarantine, and labeling of animal-derived materials are often stricter, and concerns about animal welfare and sustainability are increasingly incorporated into regulatory oversight (Zhao et al., 2025). These institutional differences and epistemological mismatches jointly form challenges for the international communication of shenrong culture. 2.3 Animal ethics and cultural differences as sensitive points in communication Within globalized communication, shenrong culture inevitably becomes subject to cross-cultural ethical scrutiny, with animal ethics being particularly sensitive. As an animal-derived material, deer antler’s harvesting practices and related welfare concerns are evaluated through strict ethical frameworks in some cultural contexts. Although deer antler harvesting in northeastern China has a long history and is guided by experiential norms such as “taking
International Journal of Horticulture, 2026, Vol.16, No.1, 1-14 http://hortherbpublisher.com/index.php/ijh 4 appropriately and nurturing sustainably”, modern animal welfare discourses place greater emphasis on “minimizing pain, optimizing management, and ensuring sustainable use” (Wu et al., 2024; Zhao et al., 2025). Research shows that improving husbandry practices, controlling appropriate harvesting timing, and implementing stress-reducing procedures can partially mitigate deer stress responses (Wu et al., 2024). Nevertheless, cultural attitudes toward the medicinal use of animal products vary widely, and in some countries the public or media associate animal-based medicines with “cruelty” or “unnecessariness” (Suh et al., 2019). As a result, deer antler becomes not only a medical and cultural topic but also an ethical flashpoint in international communication. Beyond animal ethics, cultural differences also constitute major sensitive zones in the dissemination of shenrong culture. Western audiences, lacking experiential grounding for concepts such as “tonifying”, “deficiency”, or Yin–Yang, may misinterpret them as mystical, unscientific, or superstitious; by contrast, TCM views these concepts as “functional diagnostic language” derived from long-term clinical experience and systematic theorization (Jia et al., 2009; Zhang et al., 2024). Moreover, in the Chinese context, shenrong often holds symbolic and socio-cultural significance-appearing in practices such as festive gifting, longevity blessings, and postpartum nourishment-yet these dimensions are frequently weakened or omitted in international communication, resulting in fragmented and decontextualized cultural representation (Potenza et al., 2022). For compound formulas combining ginseng, deer antler, and other medicinal materials (e.g., KGC-HJ3), cross-cultural communication introduces additional layers of complexity, including safety perceptions, synergistic mechanisms, and the interpretive challenge of multi-herb formulations (Lee et al., 2018; Suh et al., 2019). Translators must navigate these cultural differences and ethical sensitivities with precision, maintaining cultural depth, ensuring ethical coherence, and facilitating cross-cultural intelligibility. Any inappropriate narrative strategy may amplify cultural misunderstandings or trigger public controversy. 3 A Translation Ethics Framework for International Communication 3.1 Ethics of cultural representation: preserving cultural meaning and traditional values without distortion In the international dissemination of shenrong culture, the core concern of cultural representation ethics is to ensure that translation faithfully conveys the meaning structures of the source culture and the traditional knowledge systems embedded within them. As an important symbol rooted in East Asian medical culture, shenrong embodies not only medicinal efficacy but also a broader worldview concerning life cultivation, health preservation, classical bencao narratives, and philosophical understandings of the human–nature relationship (Chen, 2023; Kadier et al., 2025). TCM is fundamentally built upon unique epistemological categories-such as Yin-Yang, qi, and the Five Elements-which serve both as medical concepts and as carriers of cultural identity and symbolic meaning (Min et al., 2024; Kadier et al., 2025). If translation of shenrong is guided solely by the consumption logic of the target market or the dominant biomedical discourse, without regard for the historical and philosophical contexts behind these concepts, it risks producing a “flattened” cultural representation. In such cases, the tri-layered structure of culture-medical theory-symbolism may be reduced to a single product-oriented narrative or commercial sign (Ding and Zheng, 2024). Thus, cultural representation ethics stresses that translation should not become a process of cultural dilution but rather a practice of protecting cross-cultural knowledge and extending cultural meaning. At the same time, cultural representation ethics requires translators to maintain high precision and interpretive responsibility when dealing with terminology, classical cultural references, and traditional medical expressions. Concepts such as “tonifying qi”, “warming and strengthening”, and “harmonizing Yin and Yang” have clearly defined theoretical positions within the TCM framework, yet they lack direct equivalents in Western biomedical discourse. Literal rendering or replacing them with single functional terms often diminishes their historical and philosophical depth (Zhang and Dong, 2020; Chen, 2023). Studies show that unannotated literal translations of TCM terminology (e.g., formula names, symbolic metaphors) can lead to misunderstanding and cultural identity loss, whereas the appropriate use of annotations and strategies of foreignization/domestication helps construct a dynamic balance between intelligibility and cultural fidelity (Ding and Zheng, 2024; Min et al., 2024). Therefore, cultural representation ethics can be summarized as requiring both intelligibility and non-attenuation: on one hand,
International Journal of Horticulture, 2026, Vol.16, No.1, 1-14 http://hortherbpublisher.com/index.php/ijh 5 necessary explanation and structural elaboration should help target readers grasp essential meanings; on the other, excessive “cultural simplification” must be avoided so that symbolic and theoretical dimensions of the original epistemology are not hollowed out, reducing shenrong to a functionally oriented yet culturally shallow commodity. 3.2 Ethics of cross-cultural adaptation: aligning with target-culture expectations and regulatory requirements The ethics of cross-cultural adaptation concerns the acceptability and legitimacy of translations within the target culture. As global health product regulations continue to tighten, shenrong-related information must comply with various norms governing food safety, health claims, advertising, and cross-border e-commerce (Ichim and De Boer, 2021; Kadier et al., 2025). Experience from the global spread of TCM shows that societies differ significantly in health beliefs, medical systems, and the regulation of animal-derived products. Practices or terminology considered routine in the Chinese context may provoke skepticism, controversy, or even legal concerns elsewhere (Chen, 2023; Chen et al., 2025). For instance, directly translating “tonifying the kidney and enhancing yang” or “prolonging life” into claims such as “treats erectile dysfunction” or “extends lifespan” may violate health-claim regulations in many countries and constitute misleading advertising (Ichim and De Boer, 2021). Thus, cross-cultural adaptation ethics requires translators to faithfully convey source-culture meaning while systematically identifying the legal, cultural, and epistemological structures of the target environment to prevent misinterpretation or legal disputes (Figure 1). Figure 1 Dual compliance-culture check process for the translation of ginseng and deer antler claims in global markets Cross-cultural adaptation ethics also involves understanding the cognitive patterns and cultural expectations of target audiences. For readers unfamiliar with TCM, traditional medical concepts require contextualization and structured explanation to avoid semantic misinterpretation (Min et al., 2024). For example, translating “qi and blood deficiency” simply as “lack of energy” risks being read as ordinary fatigue, rather than a diagnostic concept anchored in a full system of pattern differentiation. Studies indicate that moderate use of “rewriting” strategies-such as contextualizing terms, adjusting metaphors, or adding functional clarifications to formula
International Journal of Horticulture, 2026, Vol.16, No.1, 1-14 http://hortherbpublisher.com/index.php/ijh 6 names-can help bridge knowledge and cultural gaps (Zhang and Dong, 2020). However, such rewriting must be conducted cautiously: neither erasing source-culture logic for the sake of audience accommodation nor rigidly preserving original forms that hinder comprehension. Cross-cultural adaptation ethics therefore represents a form of careful adjustment, aiming to construct a dynamic balance between communicability and authenticity rather than one-sided cultural export or one-sided accommodation. 3.3 Ethics of value negotiation: seeking balanced expression amid cultural conflict In international communication, shenrong culture inevitably enters a field of value contestation involving scientific knowledge, traditional medical beliefs, market logic, cultural identity, and consumer ethics (Chen, 2023; Kadier et al., 2025). Conflicts may arise from divergent views on animal welfare, differing health beliefs, or contrasting interpretations of medicinal symbolism. For instance, while deer antler is regarded in its original context as a highly valuable tonic with deep symbolic meaning, in societies with strong animal-protection consciousness, the very notion of using animal-derived medicinal materials may provoke doubt or resistance (Zhang and Dong, 2020; Kadier et al., 2025). In such complex contexts, translators are not merely linguistic mediators but also coordinators of value. The ethics of value negotiation therefore emphasizes that translators must avoid allowing any single discourse to dominate, nor should they absolutize traditional culture. Instead, they should seek translatable, mutually accessible expressive spaces among differing discursive systems (Ding and Zheng, 2024). This negotiation process often requires multiple mediation strategies, such as combining foreignization and domestication, adding supplementary explanations, and transparently presenting product origins and cultural background, with the goal of fostering understanding without erasing differences (Zhang and Dong, 2020; Ding and Zheng, 2024). Studies indicate that for culturally dense TCM concepts, retaining key terms in transliteration and providing detailed annotation helps prevent “cultural erasure” while creating opportunities for learning and engagement in the target culture (Chen, 2023; Min et al., 2024). In international marketing of shenrong products, clearly presenting harvesting methods, sustainability practices, and benefit-sharing mechanisms not only addresses ethical concerns in target societies but also prevents cultural appropriation and one-directional commodification (Ichim and De Boer, 2021; Liu et al., 2021). From the perspective of value negotiation ethics, the goal of translation is not to create a superficially harmonious, unified narrative but to provide a dialogic space where multiple values may coexist-allowing different cultures to reach “mutually intelligible” understandings amid reasonable divergence. 4 Directions for Case Analysis 4.1 Comparative analysis of Chinese–English translations in international Shenrong brands In the global dissemination of shenrong products, comparative analysis of Chinese and English translations provides an effective entry point for revealing translation-ethics issues. Many brands, when targeting overseas markets, adopt strategies such as “medicalization”, “maximizing functional claims”, or “cultural de-emphasis” to align with the cognitive habits and regulatory environments of target consumers. For instance, while Chinese packaging for ginseng or deer antler products often highlights traditional notions such as “strengthening the body and supporting essential qi”, English translations are frequently reduced to vague expressions like “boost energy” or “support vitality”. Such simplification weakens the depth of knowledge and philosophical nuance rooted in TCM theory within shenrong culture. Research on international ginseng products shows that brands often use labels such as “wild”, “forest-farmed”, or “semi-wild” when translating variety, origin, or cultivation methods. However, these terms lack standardized definitions across brands, creating consumer misunderstandings regarding product authenticity and value (Ichim and De Boer, 2021; Liu et al., 2021). This type of “technically sophisticated but semantically ambiguous” translation exemplifies the tension between cultural-representation ethics and market-driven discourse. Furthermore, many international brand translations exhibit what may be called “structural cultural omission”, in which the cultural roles and narrative functions of the original text are ignored. For example, symbolic references,
International Journal of Horticulture, 2026, Vol.16, No.1, 1-14 http://hortherbpublisher.com/index.php/ijh 7 historical narratives, or ritual contexts associated with shenrong culture are often deleted entirely from English packaging or websites, replaced by standardized marketing language such as “quality”, “purity”, or “science-backed”. This stands in stark contrast to certain American forest-farmed ginseng brands that emphasize “sustainability”, “CITES certification”, and “environmental stewardship” in English markets while rarely referencing the TCM cultural background (Liu et al., 2021). A comparison of the Chinese and English versions reveals that Chinese texts tend to follow a “traditional efficacy–cultural symbolism” logic, while English texts follow a “functional supplement-ethical consumption” logic. This structural shift reflects the trade-offs made by translators and brand owners among cultural-representation ethics, market communication goals, and sustainability narratives, providing important material for further analysis of translation ethics. 4.2 Translation issues in packaging and promotional claims: efficacy and cultural expression Packaging and promotional language are the most direct and commercially oriented textual forms in international shenrong communication. Their translation is constrained not only by target-country regulations but also by consumer expectations within those markets. In terms of efficacy expression, many brands-seeking to match market appeal-translate traditional claims such as “tonify qi and strengthen the exterior” or “prolong life” into medically oriented assertions such as “improve immunity”, “anti-aging effects”, or “treat fatigue”. Although these translations increase clarity and marketing appeal, they may violate strict health-claim regulations in certain markets (Ichim and De Boer, 2021). Studies show that in North American and EU markets, translating traditional dietary or tonic language into explicit “disease-prevention” or “treatment” claims can be regarded as misleading, potentially leading to administrative penalties, product removal, or even lawsuits (Ichim and De Boer, 2021; Liu et al., 2021). More importantly, such translations obscure the long-term, balance-focused logic of shenrong culture rooted in TCM, causing international audiences to misinterpret shenrong as offering immediate, quantifiable biomedical effects-thus generating ethical distortions in cross-cultural meaning transfer. Simultaneously, cultural expressions on packaging and promotional materials often display tendencies toward “cultural softening” or “cultural stylization”. Some products, aiming to attract consumers interested in Eastern culture, adopt generalized phrases such as “Eastern wisdom”, “ancient remedy”, or “secret tonic”, reducing complex medical theories and cultural experience into exoticized symbols. Others, attempting to avoid associations with “superstition” or cultural distance, adopt highly neutralized, de-culturalized translations, retaining only vague labels like “herbal supplement” or “traditional formula” (Liu et al., 2021). For core TCM concepts such as “qi” or “Yin-Yang”, translations often adopt semi-explanatory phrases like “energy balance” or “holistic harmony”. Without proper contextual and theoretical supplementation, however, such phrases risk becoming aesthetically pleasing but conceptually empty marketing rhetoric. Critical analysis of these translation strategies reveals how shenrong culture is recoded into a “functional commodity discourse” in cross-cultural settings, along with the ethical consequences of this transformation. 4.3 Cultural and market impacts of typical mistranslations Typical mistranslations in the international communication of shenrong not only create semantic deviations but may also have deeper impacts on cultural representation, brand image, and consumer trust. One common issue involves mistranslation-or strategically misleading translation-of terms associated with product authenticity and quality markers. For example, mistranslating “cultivated” as “wild”, exaggerating “forest-farmed” as “wild-like”, or incorrectly labeling plant parts (e.g., confusing “root” with “leaf” or “fruit”) misleads consumers in evaluating product value and efficacy, and damages both brand credibility and regional reputations (Ichim and De Boer, 2021). Research shows that in markets with strict herbal supplement regulations, such mistranslations can trigger regulatory investigations, product recalls, or accusations of “deceptive marketing” (Ichim and De Boer, 2021; Liu et al., 2021). Thus, translation errors in shenrong-related products extend beyond linguistic inaccuracies to issues of supply-chain transparency, certification integrity, and consumer rights. On the cultural level, imprecise or culturally insensitive translations may reinforce misunderstandings or prejudice toward TCM and shenrong culture. For instance, mistranslating “zī bǔ qiáng shēn” (tonifying and strengthening
International Journal of Horticulture, 2026, Vol.16, No.1, 1-14 http://hortherbpublisher.com/index.php/ijh 8 the body) as “medical treatment” or “cure” implies therapeutic effects that could trigger regulatory scrutiny and deepen consumer disappointment or skepticism when expected effects are not achieved. Translating “qì xuè bù zú” (qi and blood deficiency) as “lack of blood” may lead to biomedical ridicule or confusion, reinforcing stereotypes of TCM as “unscientific”. Additionally, if promotional materials emphasize the “potency” of deer antler while ignoring animal-welfare considerations-especially in societies with strong animal-rights values-they may provoke media criticism or moral backlash (Liu et al., 2021). These cases demonstrate that responsible cross-cultural translation requires both cultural competence and anticipatory risk awareness. Only by balancing linguistic accuracy, cultural representation, ethical transparency, and regulatory compliance can translation effectively support the responsible international communication of shenrong culture. 5 Ethical Challenges in Translating Shenrong Culture Texts 5.1 The tension between cultural authenticity and communicative effectiveness The foremost ethical challenge in the international dissemination of shenrong cultural texts lies in the structural tension between cultural authenticity and communicative effectiveness. On one hand, shenrong culture is deeply rooted in the TCM knowledge system, whose semantic framework is grounded in holistic perspectives, qi–blood theory, and the dynamic balance of Yin and Yang. Understanding ginseng and deer antler thus requires attention to philosophical, medical, and ritual dimensions simultaneously (Ding and Zheng, 2024; Hasan, 2024). Cultural authenticity demands that translators preserve these conceptual structures, metaphors, and cultural references as much as possible, allowing readers to access the complex worldview embedded in TCM and its symbolic understandings of health, longevity, and mind–body balance (Hasan, 2024; Ramadilla et al., 2024). However, for international audiences lacking TCM literacy, such faithful representation may result in perceptions of “information overload” or “conceptual opacity”, thereby reducing readability and persuasive power in real communicative contexts. On the other hand, a communicative-effectiveness approach emphasizes adapting shenrong texts to the linguistic habits and cultural expectations of target audiences-simplifying terminology, replacing culturally specific metaphors, or reframing meanings through analogies familiar to the target culture (Ding and Zheng, 2024; Zeynalova, 2025). For example, rendering “bǔ qì yǎng xuè” as “boost immunity” or “enhance vitality” may increase immediate intelligibility, yet it detaches shenrong from its TCM framework of holistic regulation and re-encodes it within the categories of modern nutrition or functional foods (Hasan, 2024). Such “communication-friendly” transformations broaden audience accessibility but risk diluting or misrepresenting core cultural logic. The translator’s constant negotiation between fidelity to cultural authenticity and accessibility for target readers therefore constitutes an ongoing ethical decision-making process (Ramadilla et al., 2024). 5.2 Ethical variation across text types: advertisements, exhibitions, museum materials, and beyond The textual forms involved in the cross-cultural dissemination of shenrong culture are highly diverse, including commercial advertisements, packaging copy, e-commerce descriptions, museum labels, exhibition narratives, popular-science writing, and even policy documents. These texts differ significantly in purpose, functionality, legal constraints, and audience structure, resulting in distinct ethical requirements for translation. Commercial advertisements and packaging texts are market-oriented and persuasive by design. They often employ simplified, amplified, or emotionally charged language to highlight product value and consumer benefits, making them prone to exaggeration or cultural symbolization (Ichim and De Boer, 2021; Hasan, 2024). Given the existing issues of ginseng adulteration and mislabeling, translation that further inflates functional claims or downplays compositional differences may directly damage consumer trust and even compromise public health. For such texts, ethical standards center on compliance, accuracy, and avoidance of misleading claims (Table 1). In contrast, exhibition texts and museum materials prioritize educational functions, cultural transmission, and knowledge preservation. Shenrong-related content is often embedded within narratives of bencao history, medical culture, and local traditions, requiring translations that maintain high precision in terminology, accurately present historical contexts, and reconstruct cultural meaning with sensitivity (Ramadilla et al., 2024). The ethical focus of
International Journal of Horticulture, 2026, Vol.16, No.1, 1-14 http://hortherbpublisher.com/index.php/ijh 9 these texts therefore shifts from persuasion to cultural stewardship. Translators are expected to preserve key terms, provide annotation when necessary, and explain the multifaceted roles of shenrong in rituals, customs, and social relationships with cross-cultural sensitivity (Hasan, 2024; Ramadilla et al., 2024). Ethical discussions about shenrong translation that disregard these differences among text types and apply uniform standards risk impracticality and may create new misunderstandings. Table 1 Comparison of ethical priorities across different text types in the translation of ginseng and deer antler-related content Text type Primary communicative purpose Key audience Major legal/regulatory constraints Ethical priorities Recommended translation strategies Commercial advertising Persuasion; brand positioning Global consumers; health-product buyers Health-claim regulations (FDA, EFSA); truth-in-advertising rules Avoid misleading claims; ensure transparency Moderate simplification + clear hedging terms; avoid medicalized claims Product packaging Product identification; mandatory information disclosure Consumers; regulatory authorities Labeling standards; ingredient disclosure; origin rules Accuracy; prevent cultural misinterpretation Standardized terminology; weakened claims; dual-track wording (function + cultural note) E-commerce product pages Dense information display; trust-building Cross-border consumers; platform regulators Platform-specific ad rules; prohibition of disease claims Avoid misleading visuals/text; prevent over-symbolization Segmented “function vs. culture” structure; include disclaimers; provide origin/traceability notes Exhibition Interpretation Cultural education; contextual explanation Museum visitors; cultural audiences Clarity standards; institutional language norms Maintain cultural depth; avoid stereotyping Retain key terms + explanatory notes; provide historical/cultural background Museum/historic al documentation Cultural preservation; knowledge systematization Scholars; cultural institutions Documentation standards; heritage-preservation norms Protect terminology system; high precision Preserve terms (transliteration + notes); maintain theoretical framework Science Communication / Policy texts Public education; policy clarity; normative communication General public; regulators; policymakers Scientific evidence requirements; policy language standards Prevent pseudo-scientization; emphasize clarity Scientific language dominant; culturally sensitive explanations of TCM concepts 5.3 Conflicts between chesterman’s ethics of commitment and Pym’s ethics of cooperation Ethical challenges in translating shenrong culture can also be interpreted through tensions within translation ethics theory itself, most notably the conflict between Chesterman’s ethics of commitment (or representation) and Pym’s ethics of cooperation. Chesterman’s framework stresses the translator’s responsibility to faithfully represent the source text and culture, maintaining the integrity of meaning, style, and cultural values while avoiding distortive rewritings that dilute structural or cultural depth (Hasan, 2024; Hu, 2024). For culturally dense shenrong texts, this approach helps preserve TCM philosophy and traditional knowledge, preventing shenrong from being reduced to a shallow functional commodity image. However, excessive insistence on “strong representation” may result in translations that are too culturally dense and cognitively inaccessible for general health consumers or non-specialist audiences, thereby limiting communicative reach and effectiveness (Ramadilla et al., 2024). By contrast, Pym’s ethics of cooperation emphasizes the translator’s role as a facilitator of intercultural communication, prioritizing target audience comprehension and interaction. This approach encourages flexible adaptation and rewriting when needed to reduce misunderstanding and communicative barriers (Hasan, 2024;
International Journal of Horticulture, 2026, Vol.16, No.1, 1-14 http://hortherbpublisher.com/index.php/ijh 10 Ramadilla et al., 2024). In the context of shenrong culture, this could involve providing explanatory translations for complex terms, adding functional descriptions to formula names, or reframing narratives using conceptual frameworks more familiar to the target culture (Ding and Zheng, 2024). While such strategies enhance communicative accessibility, they risk being co-opted by market logic: in advertising or packaging contexts, an overemphasis on audience accommodation may lead to cultural oversimplification or strategic vagueness, undermining the theoretical integrity and value density of shenrong culture (Hu, 2024). 6 Translation Strategies from the Perspective of Value Negotiation 6.1 Responsibility-oriented ethics: reinforcing culturally authentic representation Within a value-negotiation framework, a responsibility-oriented ethical approach emphasizes that translators bear the duty to preserve the authentic cultural representation of shenrong in cross-cultural communication. This responsibility extends beyond textual “fidelity” to the complete transmission of the traditional knowledge system, value orientations, and medical philosophy embedded in shenrong culture (Zhang and Dong, 2020). Traditional expressions such as “tonifying qi and nourishing blood”, “benefiting essence”, “harmonizing Yin and Yang”, and “strengthening the righteous to consolidate the root” are not mere functional descriptions but conceptual crystallizations grounded in centuries of TCM theory and practice, carrying specific diagnostic logics and life philosophies (Wu et al., 2013). Thus, responsibility-oriented ethics requires translators to avoid reducing these terms to single biomedical descriptors of modern functional effects. Instead, translators should employ explanatory translation, framework-based interpretation, or annotations to bridge semantic gaps and preserve the knowledge structure of the source culture (Zhang and Dong, 2020). For example, adding clarifying phrases such as “rooted in traditional East Asian medical cosmology” or “a concept derived from holistic regulatory principles” can enhance intelligibility without sacrificing cultural depth. However, strengthening cultural authenticity does not mean ignoring potential misunderstandings or cultural conflicts. In practice, certain culturally rich terms or formula names rendered through direct translation without contextual explanation often confuse or alienate international audiences unfamiliar with TCM or animal-derived medicinal traditions-especially when deer antler is involved, as it may trigger ethical and emotional sensitivities (Wu et al., 2013). Responsibility-oriented ethics is therefore not a call for rigid preservation but for “interpreted fidelity”: providing appropriate background information and conceptual clarification without diluting cultural meaning, enabling target audiences to understand why these terms matter and how they maintain coherence within the source culture. In doing so, translators not only safeguard the identity of shenrong culture but also promote respect for-and understanding of-diverse medical traditions within global health discourse (Zhang and Dong, 2020; Kadier et al., 2025). 6.2 Communication-oriented ethics: enhancing communicative effectiveness and audience understanding A communication-oriented ethical approach emphasizes that translation, as an act of intercultural communication, should optimize expression according to context and audience characteristics, while maintaining the integrity of core cultural structures. Shenrong culture is disseminated internationally through diverse channels-including advertisements, packaging, e-commerce listings, exhibition texts, museum materials, popular-science writing, and policy documents-each with distinct audience expectations, cultural literacy levels, and informational needs (Han, 2025). Consequently, translation strategies must be highly adaptive and context-specific. For advertising texts, translators may structure the content around “functional positioning-safety-traditional background”, using regulation-compliant neutral phrasing such as “helps support vitality/energy” instead of unverified therapeutic claims, thereby balancing compliance with cultural signaling (Ichim and De Boer, 2021; Han, 2025). For museum or educational materials, translators should employ annotations and concise theoretical explanations to help audiences understand the systemic logic behind terms like “tonifying qi” or “harmonizing Yin and Yang”. For academic or museum-style texts, maintaining terminological precision and narrative coherence is essential, allowing for greater informational density and theoretical depth (Ramadilla et al., 2024).
International Journal of Horticulture, 2026, Vol.16, No.1, 1-14 http://hortherbpublisher.com/index.php/ijh 11 From the perspective of communication ethics, translators must actively manage cultural distance, ensuring smooth transmission of shenrong-related knowledge across cultural systems rather than relying on superficial label-matching. For audiences entirely unfamiliar with TCM, a “layered explanatory model” is particularly effective: Layer 1: Provide intuitive, relatable meanings (e.g., energy regulation, joint support). Layer 2: Add theoretical context (e.g., based on the Yin-Yang balance doctrine). Layer 3: Incorporate scientific evidence when appropriate (e.g., deer antler extract’s regulatory effects on cartilage cells). This creates an organic bridge across cultural, scientific, and market discourses (Yao et al., 2020; Han, 2025). The goal of communication ethics is not “accommodation for its own sake”, but rather the creation of a space in which culturally authentic concepts can be understood without triggering unnecessary resistance or misinterpretation. 6.3 Mechanisms for balancing cultural authenticity and communicative effectiveness Responsibility ethics and communication ethics often exist in tension: the former prioritizes cultural depth and authenticity, while the latter emphasizes communicative clarity and accessibility. To achieve a dynamic balance in translating shenrong culture, a “text-type stratified translation strategy” can serve as a practical mechanism. This approach assigns different degrees of cultural visibility and conceptual explanation according to the text type: High visibility: Dense cultural and theoretical presentation in museum materials and academic texts. Moderate visibility: Interpretive adaptation in exhibitions and popular-science writing. Low visibility: Accessible functional expressions in advertisements and packaging (Zhang and Dong, 2020; Kadier et al., 2025). This “gradient of cultural visibility” acknowledges differences in audience capacity and informational needs, treating cultural content as a resource that can be contextually allocated rather than as an all-or-nothing choice. In practice, maintaining this balance requires institutionalized, interdisciplinary, and multi-stakeholder collaboration. Translators, brand owners, museum institutions, industry associations, researchers, and regulatory bodies can jointly develop standards for terminology, translation style guides, and boundaries for efficacy claims in the international dissemination of shenrong culture, thus reducing cultural fragmentation and mitigating ethical risks stemming from inconsistent individual decisions (Han, 2025; Kadier et al., 2025). For instance, “traditional terminology explanation templates” could be developed to specify how terms like “tonify qi” or “benefit essence” should combine transliteration, interpretation, and annotation across text types. Scientific findings-such as the potential cartilage-regenerative functions of deer antler extracts (Yao et al., 2020)-may be introduced in consumer-facing texts with clear evidence-level indicators to prevent misinterpretation as confirmed medical efficacy (Ichim and De Boer, 2021). Through such balancing mechanisms, translation becomes not a passive struggle between authenticity and effectiveness but an active value-negotiation practice at the center of responsible cross-cultural communication. 7 Conclusion 7.1 Balancing cultural representation and cross-cultural adaptation in shenrong translation The international dissemination of shenrong culture reflects the deep extension of the TCM knowledge system into global contexts. Its translation requires establishing a demonstrable dynamic balance between cultural representation and cross-cultural adaptation. On one hand, core TCM concepts carried by ginseng and deer antler-such as qi, Yin-Yang, essence and blood (jing-xue), and holistic regulation-lack direct equivalents in dominant Western epistemological frameworks. Overemphasizing biomedical reinterpretation from the target culture’s perspective risks compressing complex cultural–medical structures into a one-dimensional narrative of “functionalized, commodified” products. On the other hand, international communication requires translations to be intelligible, compliant with local regulations, and compatible with the target culture’s value orientations; otherwise, they cannot be integrated into existing health discourses or gain institutional and market-level legitimacy. Thus, the core task of shenrong translation is not to choose rigidly between “fidelity” and “adaptation”, but to construct a reasoned equilibrium between cultural authenticity and communicative effectiveness. Practically, this balance relies on integrating explanatory expressions, contextual supplementation, and narrative restructuring. For example, while retaining terms such as “tonifying qi”, “benefiting essence”, and “harmonizing Yin and Yang”,
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