Cultural-themed textile souvenirs are important carriers of textile materials, craftsmanship, and cultural symbolism in international markets. However, cultural and technical meanings embedded in textile products are often insufficiently understood by consumers from culturally distant regions. This study examines how Japanese-language communication strategies influence Japanese consumers' responses to non-Japanese cultural textile souvenirs. A sequential mixed-methods approach was adopted. Qualitative interviews with textile designers and tourism practitioners were conducted to identify key communication elements related to textile materials, production processes, and cultural narratives. Two communication strategy prototypes were developed: an information-centric strategy focusing on materials and manufacturing techniques, and an integrated narrative-aesthetic strategy emphasizing cultural symbolism and artisan stories. A controlled experiment with 150 Japanese participants was then conducted. The results show that both strategies enhance consumers' understanding of cultural textile products. The information-centric strategy mainly improves cognitive understanding and perceived authenticity, while the narrative-aesthetic strategy leads to higher affective engagement and purchase intention. The findings highlight the role of communication as a supplementary design component for the international dissemination of cultural textile products.

cultural textile souvenirs, cross-cultural communication, Japanese tourism market, Aesthetic and cultural comprehension, Cultural narrative framing