ln recent years, academic articles by Chinese scholars in the field of consumer research have been continuously published in leading marketing and management journals. To better depict the intemationalization process of Chinese scholars in the field of consumer research, this paper reviews academic aticles published by Chinese scholars from Chinese universities and institutions in leading marketing and management journals. A quantitative analysis is conducted on aspects such as the changes in publication volume, research collaboration networks, and funding support for Chinese scholars. Taking into account the historical development background of the marketing discipline in China, this paper divides the intemationalization proces of Chinese scholars in the domain of consumer research into three developmental stages: the enlightenment period(1998-2009), the growth period (2010-2018), and the expansion period (2019-2023). Using the methods of knowledge mapping, the paper further analyzes the evolution of research methods and research themes of Chinese scholars across these three stages. Finally, a strategic diagram of keywords is drawn to explore the current status and future development trends of the research themes focused on by Chinese scholars. Over more than twenty years of development, Chinese scholars have evolved from collaborating with overseas scholars and following western consumer research topics to independently building internal collaboration networks and consciously exploring new phenomena, especially consumer phenomena and characteristics in the Chinese context. This gradual evolution has led to the formation of their own academic community and infuence, contributing to the international academic community of consumer research.