Jilin characteristic products are the fine ones with the characteristics of Northeast China, and they are abundant in the national style and regional characteristics of Northeast China, which reflects the life form of the working people in Northeast China from all aspects. The publicity of these characteristic products is the premise for them to expand their international popularity and move towards the international market. For a long time, due to various reasons, there has been some problems in the process of publicity, such as neglecting the thinking habits of the audience, not paying enough attention to cultural conflicts, and being confined in western green barriers, which makes our publicity fail to achieve the desired results. At a time when trade protectionism is on the rise, it is of great significance to explore positive publicity means and scientific publicity strategies for the promotion and popularization of Jilin characteristic products.