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China Brands & Marketing

10 Popular Chinese Advertisement Slogans

The right tagline or advertising slogan is crucial for a brand’s identity. Due to the nature of Chinese language, ad slogans in China are often multi-layered and effective marketing tools. What’s on Weibo gives an overview of ten clever and popular Chinese (translated) marketing slogans.

Manya Koetse

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The right tagline or advertising slogan is crucial for a brand’s identity. Due to the nature of Chinese language, ad slogans in China are often multi-layered and effective marketing tools. What’s on Weibo gives an overview of ten clever and popular Chinese (translated) marketing slogans.

According to the 1958 bookCreative Advertising” by Charles Whittier, “a slogan should be a statement of such merit about a product or service that is worthy of continuous repetitive advertising; is worthwhile for the public to remember; and is phrased in such a way that the public is likely to remember it”. The right slogan is vital for a brand, no matter in what language or culture.

In Chinese marketing slogans have a double layer due to the nature of Chinese language, where not only the right sound, but also the right character matters. It makes slogans and catchphrases extra effective marketing tools.

For international brands taking on the Chinese market, translating their English slogan into Chinese is not just a matter of translation – it is a whole different ballgame that calls for a good copywriter. When companies are not serious about multicultural copywriting, their slogans will end up lost in translation.

Pepsi and KFC previously made blunders in China when Pepsi’s “Come alive with the Pepsi generation” tagline was translated into “Pepsi brings your ancestors back from the grave”, and when KFC’s “Finger-lickin’ good” became “Eat your fingers off” (Business2community, Business News Daily). As marketing expert Rachel Chilson writes, the very nature of slogans makes them challenging to translate, especially because slogans are very creative, and often play on cultural idioms and puns.

Here is an overview of Chinese slogans, of both Chinese brands (the first 6) and international brands, that have done it right in China.

 

#1 “Reaching out from the heart
“沟通从心开始” Gōutōng cóng xīn kāishǐ (China Mobile)

China Mobile is China’s leading mobile service provider. Their Chinese slogan ‘沟通从心开始’ literally translates as ‘Connecting starts from the heart’, and is officially translated as ‘reaching out from the heart’, personalizing the brand. This brand message is similar to that of Nokia, that ‘connects people’.

nokia

 

#2 “Anytime, anywhere, share what’s happening around you
“随时随地分享身边的新鲜事儿” Suíshí suídì fēnxiǎng shēnbiān de xīnxiān shì er (Sina Weibo)

With 13 characters, Weibo’s tagline is not very short, but it is very clear and straightforward that literally tells people: “No matter what time, no matter what place, share the fresh things around you.” It emphasizes that China’s biggest social platform Sina Weibo is all about sharing new content and being mobile.

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#3 “Baidu it, then you know
“百度一下,你就知道” Bǎidù yīxià, nǐ jiù zhīdào (Baidu)

With this slogan, Baidu, China’s largest search engine and browser, puts itself next to its western counterpart Google by making ‘Baidu it’ (Bǎidù yīxià) almost like a verb, just as to Google something has become a verb.

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#4 “The whole world is watching
“世界都在看” Shìjiè dōu zài kàn (Youku)

There are quite some Chinese brands that have ‘China’s best…’ or ‘China’s first…’ in their slogans, but China’s leading video platform Youku takes it to the next level: it is not just that China is watching Youku, the whole world is!

youku

 

#5 “A man’s world
“男人的世界” Nánrén de shìjiè (Goldlion 金利来)

Chinese men’s wear brand Goldlion has used the same slogan ever since the company started in 1970s. It’s a simple and short tagline, that basically states that Goldline is all about what men need.

goldlion

 

#6 “Let the world connect
“让世界一起联想” Ràng shìjiè yīqǐ liánxiǎng (Lenovo 联想)

The Chinese multinational Lenovo is actually called ‘Liánxiǎng’ (联想) in Chinese, which means ‘to associate’ or ‘to connect in one’s mind’. The slogan “let the world connect” in Chinese has a double meaning, as it also says “let the world Lenovo”. In English, Lenovo has two well-known slogans, of which one is “For those who do” and the other one is “New World. New Thinking”.

lenovo-hq

 

#7 “I’m Loving It
“我就喜欢” Wǒ jiù xǐhuān (McDonald’s)

The worldwide English slogan of McDonald’s roughly translates to ‘I just like it’ (wǒ jiù xǐhuān) in Chinese. According to some critics, this is not a proper translation, as the ‘just’ (就) could be seen as having a negative sound, as if someone just accused you of eating garbage, and then responding: “But I just like it”, or: I like it no matter what you say!

imgres-2

 

#8 “Because You’re Worth It
“你值得拥有” Nǐ zhídé yǒngyǒu (L’Oréal)

The famous tagline of beauty brand L’Oréal ‘because you’re worth it’ literally translates as ‘you deserve to have it’ in Chinese. The slogan has become famous in China, where the sentence even has its own Baidu ‘wiki’ page.

dewy glow dps 120810

 

#9 “Maybe she’s born with it, Maybe it’s Maybelline
“美来自内心,美来自美宝莲” Měi láizì nèixīn, měi láizì Měibǎolián (Maybelline)

The American Maybelline cosmetics have a smart slogan translation in Chinese, where their tagline has multiple layers in meaning. Literally it translates as “Beauty comes from within, beauty comes from Maybelline”, but what makes it so appealing is that the word/character for ‘beauty’ (美) is repeated three times. The Chinese translation for ‘Maybelline’ is the three- character-word ‘美宝莲’ (Měi-bǎo-lián, ‘beauty’-‘treasure’-‘lotus’). In the tagline it thus says that “beauty comes from within, beauty comes from ‘beauty-treasure-lotus'”. What makes it extra smart is that the character for beauty is also that of the ‘United States’ (美国 Měiguó) – where the Maybelline brand comes from, and that it sounds similar to the ‘May’ of the English ‘Maybe’.

Maybelline

 

#10 “Have It Your Way
“我选我味” Wǒ xuǎn wǒ wèi (Burger King)

Wǒ xuǎn wǒ wèi brilliantly translates ‘have it your way’ as ‘I choose my taste’. The translation sounds good in Chinese for multiple reasons. Firstly, it has four characters, corresponding to the four words in the English. Second, the ‘wèi’ in ‘I choose my taste’ actually means ‘taste’, but in sound and pronunciation corresponds to ‘way’ in English. Lastly, it has a repetition of ‘I’ in the Chinese 味 (literally “I choose I taste”), that is playful and emphasises the idea that it’s all about what you want at Burger King.

BurgerKing


Translation of Chinese-to-English slogans are author’s own.

Want to add another slogan? Leave a comment or tweet it to @whatsonweibo.

– By Manya Koetse

©2016 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Manya Koetse is the founder and editor-in-chief of whatsonweibo.com. She is a writer, public speaker, and researcher (Sinologist, MPhil) on social trends, digital developments, and new media in an ever-changing China, with a focus on Chinese society, pop culture, and gender issues. She shares her love for hotpot on hotpotambassador.com. Contact at manya@whatsonweibo.com, or follow on Twitter.

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1 Comment

1 Comment

  1. Avatar

    Diandian GUO

    March 29, 2016 at 9:12 am

    I like the translated name of Midea: Mei Di (美的). It is so smart to use the polyphony here. ‘的’ when pronounced “di” correspond to /dea/. But when read in character, “的” is more commonly read as “de”, then the name means “beautiful”.
    Another slogan I used to like was one for Panpan security doors. They will have a small panda holding a key (or something the like), beside which is the slogan: Panpan comes home, a safe house and a smooth career. (盼盼到家,安居乐业)
    Translating iPhone as AiFeng (爱疯,unofficial)is simply scandalous…

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China Brands & Marketing

About Lipstick King’s Comeback and His ‘Mysterious’ Disappearance

After Li Jiaqi’s return to livestreaming, the ‘tank cake incident’ has become the elephant in the room on social media.

Manya Koetse

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Earlier this week, the return of China’s famous livestreamer Li Jiaqi, also known as the ‘Lipstick King’, became a hot topic on Chinese social media where his three-month ‘disappearance’ from the social commerce scene triggered online discussions.

He is known as Austin Li, Lipstick King, or Lipstick Brother, but most of all he is known as one of China’s most successful e-commerce livestreaming hosts.

After being offline for over 100 days, Li Jiaqi (李佳琦) finally came back and did a livestreaming session on September 20th, attracting over 60 million viewers and selling over $17 million in products.

The 30-year-old beauty influencer, a former L’Oreal beauty consultant, rose to fame in 2017 after he became a successful livestreamer focusing on lipstick and other beauty products.

Li broke several records during his live streaming career. In 2018, he broke the Guinness World Record for “the most lipstick applications in 30 seconds.” He once sold 15000 lipsticks in 5 minutes, and also managed to apply 380 different lipsticks in another seven-hour live stream session. Li made international headlines in 2021 when he sold $1.9 billion in goods during a 12-hour-long promotion livestream for Alibaba’s shopping festival.

But during a Taobao livestream on June 3rd of this year, something peculiar happened. After Li Jiaqi and his co-host introduced an interestingly shaped chocolate cake – which seemed to resemble a tank, – a male assistant in the back mentioned something about the sound of shooting coming from a tank (“坦克突突”).

Although Li Jiaqi and the others laughed about the comment, Li also seemed a bit unsure and the woman next to him then said: “Stay tuned for 23:00 to see if Li Jiaqi and I will still be in this position.”

The session then suddenly stopped, and at 23:38 that night Li wrote on Weibo that the channel was experiencing some “technical problems.”

But those “technical problems” lasted, and Li did not come back. His June 3rd post about the technical problems would be the last one on his Weibo account for the months to come.

The ‘cake tank incident’ (坦克蛋糕事件) occurred on the night before June 4, the 33rd anniversary of the violent crackdown of the Tiananmen student demonstrations. The iconic image of the so-called ‘tank man‘ blocking the tanks at Tiananmen has become world famous and is censored on China’s internet. The control of information flows is especially strict before and on June 4, making Li’s ‘tank cake incident’ all the more controversial.

But no official media nor the official Li Jiaqi accounts acknowledged the tank cake incident, and his absence remained unexplained. Meanwhile, there was a silent acknowledgment among netizens that the reason Li was not coming online anymore was related to the ‘tank cake incident.’

During Li’s long hiatus, fans flocked to his Weibo page where they left thousands of messages.

“I’m afraid people have been plotting against you,” many commenters wrote, suggesting that the cake was deliberately introduced by someone else during the livestream as a way to commemorate June 4.

Many fans also expressed their appreciation of Li, saying how watching his streams helped them cope with depression or cheered them up during hard times. “What would we do without you?” some wrote. Even after 80 days without Li Jiaqi’s livestreams, people still commented: “I am waiting for you every day.”

On September 21st, Li Jiaqi finally – and somewhat quietly – returned and some people said they were moved to see their lipstick hero return to the livestream scene.

Although many were overjoyed with Li’s return, it also triggered more conversations on why he had disappeared and what happened to him during the 3+ months of absence. “He talked about a sensitive topic,” one commenter said when a Weibo user asked about Li’s disappearance.

One self-media accountpublished a video titled “Li Jiaqi has returned.” The voiceover repeatedly asks why Li would have disappeared and even speculates about what might have caused it, without once mentioning the tank cake.

“This cracks me up,” one commenter wrote: “On the outside we all know what’s going on, on the inside there’s no information whatsoever.”

“It’s tacit mutual understanding,” some wrote. “It’s the elephant in the room,” others said.

Some people, however, did not care about discussing Li’s disappearance at all anymore and just expressed joy about seeing him again: “It’s like seeing a good friend after being apart for a long time.”

By Manya Koetse 

Elements in the featured image by @karishea and @kaffeebart.

 

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©2022 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China and Covid19

Happiest Lockdown in China: Guests Undergo Mandatory Quarantine at Shanghai Disneyland Hotel

“I wish I could be quarantined at Disney too!” The Shanghai Disney hotel apparently is the happiest place to get locked in.

Manya Koetse

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While many cities across China are experiencing new (partial) lockdowns and millions of people are confined to their homes, there was also a group of people that had to undergo mandatory quarantine at a very special place: the Shanghai Disneyland Hotel.

On September 7, social media posts started surfacing online from people who said they were required to quarantine while they were at the Shanghai Disneyland hotel. Disneyland reportedly had received a notification from the local health authorities that a visitor who previously stayed at the Disneyland hotel was found to be a close contact of a newly confirmed Covid case.

In line with the Center for Disease Control requirements, Disney created a ‘closed loop system’ by locking in all hotel residents and staff members and doing daily Covid tests. While the Disneyland theme park was open as usual, the hotel became a temporary isolation site where people’s health would be monitored for the next few days while all staff members would also be screened.

During their mandatory quarantine, guests stayed at the hotel for free and did not need to pay for their rooms. Room prices at the Shanghai Disneyland hotel start at around 3000 yuan/night ($433).

Some guests shared photos of their Disneyland quarantine stay on social media, showing how Disney staff provided them with free breakfast, lunch, a surprise afternoon tea, delicious dinner, fun snacks, and Disney toys and stickers.

On the Little Red Book (Xiaohongshu) app, one Shanghai Disney visitor (nickname @恶霸小提莫) wrote: “We have three meals a day, there is both Chinese and Western-style breakfast, we also get afternoon tea and desserts, they have shrimp, beef, scallops, drinks, French macarons, yogurt, ice cream, and much more. We watched so many Disney movies for free. We are given so many little gifts, they brought us gifts twice today as they also brought us toy figures at night. We watch the fireworks from our windows every night at 8.30 pm. Although we weren’t allowed to go out, we really had a pleasant stay.”

Another Disney guest named Zoea (Xiaohongshu ID: yiya0313) also shared many photos of the mandatory quarantine and wrote: “When the staff knocked on the door to tell me they were bringing dinner, I even wondered how it was possible that they brought food again. Afternoon tea during quarantine, can you believe it? And fruit before dinner? And midnight snacks brought to us after dinner? And it was so nice to watch all the Disney movies on tv. Disney really is the most magical place.”

“I’m just so happy,” another locked-in Disney guest posted on social media, sharing pictures of Mickey Mouse cakes.

Other guests also posted about their experiences on social media. “They probably feared we would get bored so they brought us glue, stickers, and painting brushes, the kids loved it and so did we!”

Reading about the happy quarantine at Disney, many Weibo users responded that they envied the guests, writing: “I wish I could be quarantined at Disney too.”

“I need to find a way to get in, too,” others wrote.

Earlier this year, one Chinese woman shared her story of being quarantined inside a hotpot restaurant for three days. Although many people also envied the woman, who could eat all she wanted during her stay, she later said she felt like she had enough hotpot for the rest of her life.

By Manya Koetse 

 

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©2022 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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