Cultural Exclusion Effect Theory predicts that when two or more cultures or their symbols are put in the same space at the same time（cultural mixing），individuals will instinctively reject the mixing of culture. Modernization of Chinese heritage brands entails cultural mixing of modern and traditional cultures. Will the cultural exclusion effect affect consumer’s evaluation of Chinese heritage brands？Through two experiments，the current research demonstrates that when they encounter blending of modern and traditional cultures，consumers perceive greater discrepancies between them，and the exclusion effect occurs：consumers lower the evaluation of the modernized heritage brands. However，there was a moderator of this effect—cultural compatibility. When the modern and traditional elements are culturally compatible with each other，the exclusion effect disappears. These results confer new insights on the Cultural Mixing Theory，the Brand Extension Theory，and the Brand Revitalization Theory. In practice，the results have implications for the revival of Chinese heritage brands as well as traditional Chinese culture.