In the dual background of deep adjustment of global cultural trade pattern and digital technology innovation，China’s digital culture industry is undergoing structural transformation，among them，the “new three cultural products”，represented by online literature，online movies and TV plays，and online games, has become the strategic frontier and important characterization of Chinese culture “Going out”. This study systematically explores the business environment challenges faced by the “new three cultural products” industries in the process of going abroad，the core issues include the underdeveloped legal and regulatory framework，the high barriers to international market access，the inadequate efficiency of government services and the insufficient talent development system. To this end，this study proposes to build a comprehensive governance system with the rule of law as the guarantee，collaboration as the path，and innovation as the driving force，the “new three cultural products” is expected to realize the deep transformation from “Going out” to “Going in” in the complex international environment, and open up a new path for Chinese culture to participate in the dialogue of global civilizations.