In the era of health globalisation and the “going out” of Chinese culture after the pandemic, people around the world are more health-conscious, the health industry is rapidly developing, and the idea of herbal health has gained attention; it is now recognized as a new source of industrial competition with global prospects. Artemisia argyi is a typical representative of traditional Chinese medicinal culture and is also abundant in folk culture, food preservation, economy and ecology. However, at present, its communication in the ASEAN market is still lacking in accessible, fashionable and internationalized expressions, and its cultural connotations have not been effectively converted into new consumer trends. Based on quantitative surveys and qualitative analyses, this paper conducts systematic empirical studies in five ASEAN countries to build a three-dimensional “culture-industry- compliance” adaptation model. Based on the above data, the ASEAN region has a relatively high general awareness of *Artemisia argyi* and an active demand for it as a food additive. The four reasons for the current limited acceptance of Halal products in China are listed below. Therefore, the four types of innovation translation pathways proposed in this paper are: reconstruction of cultural value, product innovation and upgrading, compliance of the industrial chain, and omni-channel communication. Hopefully, the research will offer theoretical support and practical strategies for promoting the cultivation of Artemisia argyi abroad and the internationalisation of the functional food industry.
