In a previous post (Chinese Leleland), we described how foreign brands often gravitate towards the Chinese character “乐” (lè) when choosing their brand names. The character “乐” (lè), which means “happiness,” is a hit among Chinese consumers because it carries such a joyful and positive connotation. Chinese people have always preferred characters with good meanings. Today, let us introduce another beloved character: “爱” (ài).
“爱” (ài) translates to “love.” It’s frequently used in Chinese branding for two main reasons. First, the pronunciation “ai” is a often used vowel in many languages. Second, it sends a heartwarming message: “Our products are infused with love.”
Cornetto, the crunchy cone ice cream from Wall’s, gets its name from the Italian word cornetto (which means “little horn”), proudly hinting at its signature crispy cones. Over the years, Cornetto has won over millions with its silky, creamy ice cream, crunchy cones, and distinct chocolatey tip.
Do you know Cornetto’s official Chinese name? It’s “可爱多” (kě ài duō). “可爱” means “lovely” or “adorable”, and “多” means “many”. This name immediately brings to mind love and joy, perfectly aligning with its main consumer group: children. It’s also in line with the brand’s philosophy: Cornetto is a brand all about love and friendship among young people. Additionally, the three Chinese characters “可爱多” (kě ài duō) are common and catchy, making it a memorable name for Chinese consumers.
While the Chinese name may not directly highlight the crispy cones, the packaging and shape of the product make it clear. All in all, it’s a clever and charming Chinese translation.
Hermès, the renowned French luxury brand, is famous for its exquisite leather goods, food, perfumes, jewelry, and watches. Founded in 1837 by Thierry Hermès as a harness-making company, Hermès has grown into a symbol of luxury and elegance.
You’re probably familiar with the iconic Hermès logo. The sight of an orange background, a horse-drawn carriage, and a horseman instantly brings this internationally recognized brand to mind. Inspired by a painting in Émile Hermès’ private collection, “Duc attelé, groom à l’attente” (Hitched Carriage, Waiting Groom) by Alfred de Dreux, the logo pays homage to the brand’s origins as a harness maker. Despite its evolution into a luxury brand, Hermès remains deeply rooted in its tradition and history.
The official Chinese name for Hermès is “爱马仕” (ài mǎ shì). Phonetically, it closely matches the French pronunciation. In terms of meaning, “爱马” means “love horses,” reflecting the brand’s beginnings, while “仕” can be interpreted as “official,” aligning with Hermès’ high-end brand image.
Given such an excellent translation, has Hermès’ entry into the Chinese market been a success story?
Hermès opened its first store in mainland China in 1997, in Beijing. However, as early as 1977, Hermès had applied for trademark registration in China. Despite using “爱马仕” in the media, Hermès didn’t register a Chinese trademark for two decades, allowing other companies to exploit this gap.
In 1995, Dafeng Garment Company(达丰制衣公司) from Foshan City, Guangdong Province, registered the trademark “爱玛仕”, which sounded identical to Hermès’ Chinese name. Hermès International filed an opposition and sought to revoke this trademark. Unfortunately, Hermès lost the case repeatedly, as the court found that the evidence provided by Hermès was insufficient to prove that “爱马仕” was known to the public in mainland China before Dafeng’s registration.
Today, the Chinese market plays a crucial role in the global luxury market. Hermès’ 2023 financial report shows that the Asia-Pacific region, excluding Japan, saw a 23.7% revenue growth, reaching 3.297 billion euros. Andrea Guerra, the new CEO of Prada Group, emphasized that the Chinese market has become a growth engine again in the first quarter of 2023. Hermès’ story underscores that to succeed in China, it’s not enough to have an excellent Chinese translation; brands must also be vigilant about trademark protection.
Founded in 2007, Airbnb is a platform that connects travellers with short-term rentals in homes or rooms. As of December 31, 2023, Airbnb operates in over 220 countries, with more than 5 million hosts and over 1.5 billion guests served.
Airbnb officially entered the Chinese market in 2015, setting up Anbiying Information Technology Co., Ltd (安彼迎信息科技有限公司). However, it took two years for Airbnb to introduce an official Chinese name. On March 22, 2017, CEO Brian Chesky announced in Shanghai that the company would be known as “爱彼迎” (ài bǐ yíng) in China, meaning “to welcome each other with love.”
Airbnb’s initial Chinese company name, “安彼迎” (ān bǐ yíng), combines characters meaning “safety” (安), “each other” (彼), and “welcome” (迎). The revised name, “爱彼迎” (ài bǐ yíng), swaps “safety” for “love” (爱). This change corresponds with Airbnb’s mission to foster trust and love between hosts and guests, emphasizing community connections and the warmth of shared experiences. “Love” clearly resonates more with Airbnb’s values than “safety.”
Despite choosing a name that reflects its brand philosophy, Airbnb missed a critical localization point: appealing to local tastes. The name “爱彼迎” (ài bǐ yíng) reminds many Chinese people of the 1980s song “爱拼才会赢” (ài pīn cái huì yíng), which some find outdated. Additionally, the pronunciation of “爱彼迎” (ài bǐ yíng) is awkward for many, hindering brand recall and promotion. This misstep highlights the challenges of localization. Effective brand name translation requires careful consideration of readability, cultural associations, and consumer habits.
Airbnb’s experience in China, much like that of Hermès and Cornetto, highlights the complexity of brand localization in a culturally rich and linguistically complex market. Its story in China underscores the importance of not just a fitting translation, but one that resonates culturally and linguistically with the target audience.
For any foreign brand aiming to make a mark in China, it’s clear that an excellent translation is just the beginning. Thorough understanding of cultural nuances, consumer habits, and local preferences is crucial. Success in China’s vast and dynamic market requires a blend of strategic foresight, cultural sensitivity, and an unwavering commitment to adapting while staying true to the brand’s core values.
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