The rise of the "China-chic" phenomenon is an inevitable outcome of cultural confidence and national identity in the new era. Based on cultural schema theory, this study systematically examines the influence of the typicality of Chinese cultural resources on consumers’attitudes toward China-chic brands and its underlying mechanisms. The results show that, compared with low-typical Chinese cultural resources, incorporating high-typical Chinese cultural resources into product design significantly enhances consumers’ attitudes toward China-chic brands. This effect is driven by the exhanced perception of the brand's cultural symbolism elicited by high-typicality cultural resources. Furthermore. this study reveals the moderating role of visual imagery. When abstract visual imagery is used to present Chinese cultural resources in China-chic products, the mediating effect of perceived cultural symbolism is weakened. This research not only extends the scope of studies on China-chic and cultural branding but also provides practical insights for China-chic brand managers in formulating cutural marketing strategies to leverage and design Chinese cultural resources effectively.