Abstract: Cultural confidence is a more fundamental, profound, and enduring force in national development, and the sustainability of cultural product trade is an important aspect of high-quality development of cultural trade. This paper for the first time uses the survey data of the world values to quantify cultural confidence. Based on the data of bilateral sextant cultural product trade statistics from 76 countries and regions worldwide from 2008 to 2017, it studies the impact of cultural confidence on the duration of cultural product export trade with the analytical method of discrete time survival model. The research results indicate that the cultural confidence, with full recognition and firm confidence in China's own excellent cultural values and cultural vitality as the important content, will play a significant promoting role in the sustainability of cultural product export trade. Social trust is an important channel for cultural confidence to promote the duration of cultural product export trade. Cultural confidence also plays a regulatory role in the relationship between cultural distance and the duration of cultural product trade, indirectly promoting the sustainability of cultural product export trade. Therefore, attaching great importance to the cultivation and enhancement of cultural confidence is of great guiding significance for promoting the sustainable development of China's cultural product trade. The government should increase the excavation, protection, and promotion of excellent traditional culture, and expand the international influence and the influencing range of Chinese culture. Enterprises should fully attach importance to the integration and innovation of ethnic cultural elements in cultural products, making unique ethnic cultural resources the deepest foundation and richest nourishment for maintaining the long-term competitive advantage of cultural products.

Key words: cultural confidence, trade in cultural products, sustainable development