How Overseas Brands Nailed Their Chinese Translations
Tons of foreign brands have made themselves household names in China, and some of these have managed to assimilate into the Chinese market with some seriously slick translations. Here are a few that really caught our eye.
Coca-Cola
Who hasn't had a swig of Coca-Cola in their lifetime? Turns out, folks in Beijing have a special bond with Coco-Cola. A 2022 Sina survey (https://www.ruiwen.com/baogao/6094952.html) probing the preferred carbonated drink of individuals unveiled an intriguing fact -- a whopping 86 percent of Beijingers named Coca-Cola as their go-to refreshment.
One of the key reasons for Coca-Cola's popularity in China is its nifty Chinese moniker. Back in the 1920s, Coca-Cola was being produced in Shanghai, but its initial Chinese translation, 蝌蝌啃蜡 Kē kē kěn là, which literally means "tadpole chomping on wax", sounds a bit weird. As you can imagine, it wasn't flying off the shelves. In response, Coca-Cola's export company held a competition, offering a pretty penny for a cool Chinese name that would set the market ablaze. Jiang Yi, a UK-based professor, beat out the competition with the four snazziest Chinese characters you could dream up: 可口可乐 Kěkǒukělè. With 可口 translating to "tasty" and 可乐 translating to "pleasant," those four characters perfectly encapsulate the irresistible allure of Coca-Cola.
McDonald's
Flashback to 1992 when the first-ever McDonald's in China opened its doors in Beijing's Wangfujing area. And boy, was it a hit! Folks from the older generation, like this editor's dad, still rave about how scrumptious the food was.
But let's not forget the role McDonald's smashing translation played in its success. The literal translation of the brand would be 麦克唐纳的店 Màikè táng nà de diàn, but that's a bit of a snooze and a mouthful, don't you think? Their actual Chinese name, 麦当劳 Màidāngláo, is not only a close phonetic match to McDonald's but also conveys a great message: if you want 麦 Mài (wheat), you've got to put in some 劳动 Láodòng (labor).
Subway
Tipping our hats off to Subway for their stellar translation tactics. The Chinese version, 赛百味 Sài bǎiwèi, not only sounds similar to Subway, but it also packs a punch. Literally translating to "surpassing a hundred flavors", this name throws out an open invitation to try the taste that beats the rest.
advertisementSprite
When Sprite made its Chinese debut in 1984, parent company Coca-Cola found themselves in a pickle trying to figure out the ideal Chinese translation for the lemon-lime flavored beverage. Given that "sprite" translates to "devil' or "goblin" in Chinese, and knowing the Chinese public's distaste for such entities, the Coca-Cola team had to think outside the box. The brilliant solution? 雪碧 Xuěbì. Instantly injecting a sense of coolness, 雪 represents "snow", and 碧 represents "purity", both well-regarded in Chinese culture.
BMW
BMW, a car brand that's graced the Chinese roads for decades, has become a household name. This popularity has inspired some creative Chinese netizens to come up with playful translations like 'Be my wife', suggesting that driving a BMW could reel in a potential partner. Others have suggested 别摸我 bié mōwǒ, translating to "don't touch me!" BMW is an abbreviation for Bayerische Motoren Werke (Bavarian Motor Works in English), but when translated into Chinese, 巴伐利亚汽车厂 bāfálìyà qìchēchǎng, it becomes a bit of a mouthful.
The official, more simplified Chinese translation for BMW, 宝马 bǎomǎ, meaning "precious horse", is sheer brilliance. In Chinese culture, horses hold a sacred and high-value status. With cars having largely taken over horses as a means of transportation, the translation for BMW carries forward this cultural symbol of status.
Pizza Hut
Let's rewind to 1990 when the first Pizza Hut set up shop in Dongzhimen, Beijing. From that humble beginning, Pizza Hut has rolled out an impressive 187 outlets across more than 50 cities in China.
The literal translation of Pizza Hut in Chinese is 比萨小屋 Bǐsà xiǎowū, but let's face it, that doesn't have much of a ring to it, does it? Enter the Chinese translation 必胜客 Bìshèngkè, a far more distinctive and snappy name. But where exactly did this name come from? Well, legend goes that a pizza joint in Macao rebranded itself to Bishengke, literally translating to "one who always wins at a casino", in a bid to appeal to the gambling crowd. The move paid off, and this pizza spot became a sensation, eventually lending its Chinese name to the international food giant, Pizza Hut.
Have you noticed any other overseas brands that have made a splash in China with their clever translations? Let us know in the comments!
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