Abstract: With the development of Internet application technology and growth of users' entertainment consumption capacity, e-sports become a popular industry. Based on the background of cultural globalization, the dissemination of traditional Chinese culture in the "e-sports" industry is focused on.Through the Jianwang 3 Athletic Masters, the development of e-sports in China is reviewed, and the embodiment of Chinese traditional culture in e-sports plot design, layout design, character image in aesthetics and other aspects is analyzed. Relying on the data extracted from the questionnaire survey and interview for the players, the positive role of domestic e-sports is analyzed in the dissemination of Chinese traditional culture such as sinology and national style being the cultural support for e-sports design and communication, and the existing problems in the cultural dissemination, such as lack of localized e-sports brands in China.