Chinese discourse and the Chinese narrative system are not only the theoretical basis and discourse framework for telling Chinese culture well but also the theoretical resources that must be relied upon in the external communication of Chinese culture. In this study, we design the process of constructing Chinese narrative discourse based on the perspective of cross-cultural communication and the characteristics of social media and propose a strategy for the external communication of Chinese culture based on this construction method. Subsequently, we crawl the online text data in cultural communication, use BERT and BI-LSTM models to extract the emotion-related information in the comment text and use the SoftMax function to classify and process the emotion polarity in order to explore the effect of foreign cultural communication. The results show that the cultural communication video uploaded through the communication strategy has achieved a better communication effect on the TikTok social platform, and the total number of likes of the video is more than 52.88M. It is also found that positive positive emotions dominate overseas netizens’ comments on videos related to cultural communication, and the proportion of positive, positive emotions comments reaches 73.76%, showing a strong positive attitude towards Chinese culture. The foreign cultural communication strategies proposed in this paper, in combination with Chinese narrative discourse, can overcome the current barriers to cross-cultural communication and enhance the overseas influence of Chinese culture.