The changes of the world pattern and the development of China in the new era require us to shape China’s international image，spread the voice of China，abandon traditional ways of propaganda，and further explore our culture itself. This paper focuses on the analysis of the innovative practices of China’s cultural products within the area of intercultural communication in 2017. Based on the text analysis of a total of more than 100，000 words，this paper sorts out 12 typical cases and analyzes and extracts the three levels of innovative practices on intercultural communication in China. They are concept innovation，content innovation，and platform innovation. Concept innovation is characterized by firm intercultural self-confidence. Content innovation is presented as an intercultural symbolic narrative. And platform innovation is developed to master intercultural autonomy. Concept innovation is the basis of content innovation，which shows “how to do”，that pays attention to the intersubjectivity of national culture，and establishes an effective interaction mechanism on the premise of mutual respect. Content innovation is the core，which explains “what to do”，that should grasp the development of our culture，find the most common code among various national culture，and then construct intercultural symbols，and constantly endow it with the latest connotation of each era. Platform innovation is the aggregation of concept and content innovation. It indicates “who does it”. Professional organizations are critical to the innovation of social concept and the content check. The presentation and combination of content will affect every key step of the intercultural communication. The enhance of intercultural communication self-confidence is conducive to better telling China’s stories，spreading China’s voices，strengthening intercultural communication ability，and constructing a discourse system between China and foreign countries，thus achieving the harmonious situation of “we voice in the world，and the world hears us”.