Asian Journal of Economics, Business and Accounting

Aims: This study has conducted a systematic literature review (SLR) to evaluate the effectiveness of brand storytelling in the cross-cultural e-commerce context of Fuliang tea. It synthesizes global empirical evidence on storytelling marketing within the tea industry and introduces the Storytelling–Culture–Performance (SCP) analytical framework to assess how narratives operate across cultural boundaries.

Methods: Following the PRISMA protocol, six major databases (Web of Science, Scopus, CNKI, ProQuest, EBSCO, and Google Scholar) have been searched for studies published between 2010 and 2024. Sixty-three empirical studies have been included and analyzed through content analysis and meta-ethnographic synthesis.

Results: The findings have shown a marked increase in storytelling-related publications in tea marketing, particularly after 2020. On average, storytelling has had a strong positive effect on brand attitude and purchase intention and a moderate influence on actual purchase behavior. Cultural analysis has revealed that high-context cultures (e.g., China, Japan, Korea) favor heritage-oriented narratives, while low-context cultures (e.g., the U.S., U.K., Germany) respond better to sustainability-driven storytelling. Evidence suggests that integrating emotional resonance, credible endorsement, and cultural adaptation can significantly enhance brand equity.

Conclusion: Storytelling marketing has proven effective in cross-cultural e-commerce contexts but remains shaped by cultural norms and values. The SCP framework offers a theoretical and practical tool for evaluating narrative performance across markets. For Fuliang tea and similar heritage brands, culturally adaptive storytelling—rooted in authenticity and ethical communication—can strengthen global competitiveness and consumer trust.