“乐” (pinyin: “lè”) is a beloved character in the Chinese language, symbolizing happiness, enjoyment, and laughter. It’s a popular choice for both local and international brand names aiming to resonate with Chinese consumers. By incorporating “乐”, brands send a clear message: their products will bring joy. Step into any shop in China, and you’ll feel like you’re in Leleland, surrounded by names that promise happiness. Let’s explore some standout brand translations featuring this magical character and discover how they’ve captured the hearts of Chinese consumers with their joyful names.
The answer to the above question is simple – creating a Chinese brand is not just a simple translation. Coca-Cola, the world-famous beverage company founded in Atlanta, Georgia (USA) in 1886, found this out the hard way. Coca-Cola, a world-renowned beverage product, originated in 1886 in Atlanta, Georgia, USA. Its name is derived from two key ingredients in its original syrup: coca leaves and kola nuts. To create a catchy and memorable brand name, Frank M. Robinson, a partner in the Coca-Cola brand, replaced the K in Kola with a C and added a hyphen. Thus, Coca-Cola was born, a name as refreshing and bubbly as the drink itself.
Coca-Cola first entered the Chinese market in 1927, but it wasn’t initially known as “可口可乐” (kě kǒu kě lè). Instead, it was translated as “蝌蝌啃蜡” (kē kē kěn là). This translation aimed to mimic the English pronunciation but ended up with a bizarre meaning: “蝌” (kē) means tadpole, “啃” (kěn) means to nibble, and “蜡” (là) means wax. Chinese consumers envisioned tadpoles gnawing on wax, a far cry from an appetizing beverage. As a result, unfamiliarity with the taste and the strange name led to dismal sales.
In 1928, Coca-Cola offered a £350 reward for a better translation. Jiang Yi (蒋彝), a Shanghai professor based in the UK, won the prize with “可口可乐” (kě kǒu kě lè). This new name not only resonated with consumers but also earned acclaim from the advertising industry as the best translation to date.
The word “可口” (kě kǒu) means “very tasty” in Chinese, perfectly capturing the essence of the product as a delicious drink. Meanwhile, “可乐”(kě lè) translates to “can be happy”, suggesting that enjoyment follows every sip. The translation “可口可乐” not only preserves the original pronunciation of Coca-Cola but also encapsulates the brand’s core message of “Deliciousness and Happiness”. Additionally, the simple and catchy characters make the name easy to remember and share, contributing to its widespread popularity.
When mentioning Coca-Cola, another iconic brand comes to mind: Pepsi, Coca-Cola’s main competitor. In 2023, Pepsi ranked as the second most valuable soft drink brand in the world, just behind Coca-Cola. Why bring up Pepsi here? Because Pepsi also employed a brilliant strategy in selecting its Chinese brand name.
Originally invented by Caleb Bradham in 1893 as “Brad’s Drink,” the company later rebranded to “Pepsi Cola.” The name “Pepsi” comes from pepsin, reflecting its advertised ability to aid digestion, and “Cola” to denote the cola flavor.
Pepsi entered the Chinese market in 1981 with the brand name “百事可乐” (bǎi shì kě lè). For “Cola”, Pepsi adopted the same translation as Coca-Cola, “可乐” (kě lè). By this time, Coca-Cola had already gained considerable popularity, and Chinese consumers were familiar with the taste of cola. This choice allowed Pepsi to leverage consumers’ familiarity with the flavor and capitalize on Coca-Cola’s existing reputation.
Creation of “Pepsi” as “百事” (bǎi shì) is particularly clever. “百” means “hundred” or “numerous,” and “事” means “things.” Combined with “可乐”, which means “can be happy,” “百事可乐” translates to “everything can be happy.” This name aligns perfectly with PepsiCo’s mission to “Create more smiles with every sip and every bite.”
With Pepsi covered, let’s turn our attention to Lay’s, the globally beloved crisp brand also under PepsiCo’s umbrella. Founded in 1932, Lay’s became a part of the Pepsi family in 1965 and has since won the hearts of snack lovers worldwide with its irresistible crisps.
In 1993, Lay’s made its debut in the Chinese market with the brand name “乐事” (lè shì), which translates to “things that bring joy.” From the outset, Lay’s has been dedicated to spreading joy through its unique and delicious crisps. The Chinese name perfectly captures this brand philosophy and aligns seamlessly with their slogan: “乐事，每一片只为你的微笑” (Lay’s, every piece is just for your smile), prominently displayed on their Chinese official website.
LOCK & LOCK, a renowned Korean company specializing in kitchenware and bathroom products, was established in 1978. Today, it exports its high-quality goods to over 120 countries worldwide. Originally founded as “Kukjin Retail Co.”, the company was renamed “Hana Mart Co.” in 1987.
1998 marked a key point in the company’s development. That year, LOCK & LOCK introduced a revolutionary four-sided airtight locking system container, which will become their signature product in the future. This innovation led to the renaming of the company to “LocknLock Co., Ltd.” in 2003, with “Lock” symbolizing the secure seal of their containers.
Entering the Chinese market in July 2004, LOCK & LOCK adopted the official Chinese name “乐扣乐扣” (Lè kòu lè kòu). This translation not only perfectly reproduces the pronunciation of “Lock” in the original brand name but also cleverly incorporates the meaning of “扣” (kòu), which means “button up” or “buckle”, aligning perfectly with the concept of their locking system containers. The choice of “乐” (lè), meaning “joyful” or “happy”, adds a positive and memorable touch to the brand name, making it resonate with Chinese consumers. The Chinese translation of “乐扣乐扣” is very clever and worth learning.
FILA, a historic sports brand, was founded by Ettore and Giansevero Fila in 1911 in Coggiola, near Biella, Italy. Named after its founders, FILA initially specialized in clothing for the residents of the Italian Alps. In the 1970s, FILA successfully ventured into sportswear, expanding into golf, tennis, fitness, yoga, running, and skiing, eventually becoming a world-renowned sports brand.
In 2006, FILA opened its first flagship store in mainland China, located in Shanghai. The Chinese brand name, 斐乐 (fēi lè), is a phonetic translation of the original name. The character “斐” means “rich in literary grace,” highlighting the brand’s artistic nature, while “乐” means “joyful,” a word cherished by Chinese consumers for its positive connotation. FILA carefully selected these characters for their beautiful meanings, perfectly blending artistry and joy in their Chinese branding. This thoughtful approach not only honors FILA’s heritage but also resonates deeply with Chinese consumers, contributing to the brand’s ongoing success in China.
A well-chosen Chinese brand name can be the key to unlocking the immense potential of this dynamic market. So, as you prepare to introduce your brand to China, remember to blend creativity with cultural insight. Try to use this magical character “乐” and make you brand name joyful!
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