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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 editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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1 Comment

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  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 Arts & Entertainment

Top 10 of Popular Chinese Podcasts of 2019 (by What’s on Weibo)

What are Chinese podcast app users listening to? An overview.

Jialing Xie

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As the podcasting industry only seems to become more thriving around the world, What’s on Weibo tunes into China’s podcast market and selects ten of the most popular Chinese podcasts for you.

Ever since it first made its entrance into the entertainment industry, the podcast – a term coined in 2004 – has kept growing in listenership in most Western countries.

The same holds true for China, where podcasts are mainly concentrated on a couple of bigger online audio streaming platforms.

What are the most ear-catching podcast streaming services in China now? While various podcast apps have been competing with each other to attract users with their trending content, Ximalaya is one of the most popular ones as it offers the widest range of content of all major podcast apps in China. The app was first launched in 2013, and has been a top-scoring app ever since.

In terms of popularity, Ximalaya (喜马拉雅) is closely followed by DragonflyFM (蜻蜓FM), LycheeFM(荔枝FM), and a series of other podcast platforms with each implementing different business models.

How do we know what’s trending on these podcast apps? Based on user clicks and other metrics, Ximalaya has its own ranking lists of popular podcasts for five major categories: classics, audiobooks,crosstalk & storytelling, news, music, and entertainment.

DragonflyFM (蜻蜓FM) and other podcast apps also have their own rankings for even more narrowly defined categories, although these rankings often feature the same ‘most popular’ podcasts as Ximalaya and other apps.

To give you an impression and an overview of the kind of podcasts that are currently most popular in China, we have made a selection of trending podcasts across various audio apps, with some notes that might be useful for those tuning into these podcasts as learners of Mandarin (all of these popular podcasts use Mandarin).

Please note that this is not an ‘official’ top 10 list, but one that is compiled by What’s on Weibo based on various popular ranking lists in different categories. Guo Degang’s crosstalk and storytelling podcast, for instance, is ranked as a number one popular podcast on both Ximalaya and Dragonfly FM, which is why it comes in highest in our list, too.

What’s on Weibo is independent and is not affiliated with any of these audio platforms or podcasts.

 

#1 Guo Degang: Crosstalk Collection of 21 Years (郭德纲21年相声精选)

Link to podcast

Category: Crosstalk & Storytelling

Duration: 20-90 min/episode

About:

Guo Degang (郭德纲, Guō Dégāng) is one of the most successful crosstalk comedians in China. In 1995, he founded his own crosstalk society, Deyun Society (德云社, Dé Yún Shè), which aims to “bring crosstalk back to traditional theaters.” Guo Degang has succeeded in making the general public pay more attention to crosstalk (相声, xiàngsheng), a traditional Chinese art performance that started in the Qing Dynasty. Like many other traditional Chinese arts, crosstalk performers are expected to have had a solid foundation that is often referred to as “kung fu” (功夫, Gōngfū) before they can perform onstage. Among the many collections attempted to gather Guo Degang’s crosstalk and storytelling performance, this podcast is probably the most comprehensive attempt thus far to gather Guo’s crosstalk and storytelling – it lists Guo’s best performances throughout his nearly three-decade career.

Tips if you are a Mandarin learner:

This podcast contains a lot of word jokes, special idioms, and cultural and historical context, making it more suitable for advanced Mandarin learners. But beginners, don’t be discouraged! Get your feet wet with Guo’s sense of humor if you like a challenge. Accent Alert: you will hear the Tianjin accent in Guo’s performance, which is also encouraged by the crosstalk & storytelling art genre.

 

#2 King Fafa (发发大王)

Link to podcast

Category: Talkshow & Entertainment

Duration: 1 – 2 hr/episode

About:

This podcast provides a glimpse into Chinese society through the lens of ordinary people and their own stories. These stories range from a Chinese mother going through struggles to give birth to her child in the UK as an immigrant, to the love-and-hate relationship between Chinese youngsters and marriage brokers. Or how about Huawei employees’ personal anecdotes, or a self-made millionaire’s confession on his sudden realization of the true meaning of life? Looking beneath the surface of people’s lives with a compassionate and sometimes somewhat cynical attitude, the talk show podcast Fafa King has won over Chinese podcast listeners.

Tips if you are a Mandarin learner:

Enrich your vocabulary and phrases bank with this daily-conversation based podcast. Suitable for medium-level Mandarin learners.
Accent Alert: you will hear mostly Beijinger accents from the two hosts.

 

#3 Chasing Tech, Teasing Arts (追科技撩艺术)

Link to podcast

Category: Technology & Art / Business podcas

Duration: 30 min -1 hr/episode

About:

This Doko.com podcast allows listeners to get new perspectives on technology, art, environmental protection, and business through the voice of aspiring Chinese youths from within China and abroad. Doko.com used to be a digital marketing agency but now describes itself as a “group of people passionate about the internet, a diverse, interesting and exciting place.”

Tips if you are a Mandarin learner:

Doko’s podcast features interviews between the host and guests on topics mainly relating to art and technology in a semi-formal setting. Listen to learn how to discuss these topics in Mandarin. Accent Alert: you will hear the host speaking Mandarin with a slight accent and guest speakers with various accents of their origin.

 

#4 Let Jenny Tell You (潘吉Jenny告诉你)

Full title: Let Jenny Tell You – Learn English and Talk about America (潘吉Jenny告诉你-学英语聊美国), Link to podcast

Category: Education

Duration: 10 – 20 min/episode

About:

Let Jenny Tell You is one of the most popular podcasts around for Chinese listeners to learn English. Hosted by Jenny and Adam, the podcast offers quite rich and unique content, discussing various topics often relating to Chinese culture and news, and of course, diving deeper into the English language.

Tips if you are a Mandarin learner:

As a language learning podcast, this podcast is actually perfect for intermediate learners of Chinese; it works both ways for Chinese-English learners as well as for English speakers who are interested in learning Mandarin. Because Adam speaks English, you always know what the podcast is about. Accent Alert: Jenny (the host) speaks fairly standard Mandarin with minor accents.

 

#5 Stories Across the Globe (环球故事会)

Link to podcast

Category: Society & Culture

Duration: 20 min/episode (length differs on Podcasts App Store)

About:

A skillful narrator digs into stories behind the news, examining various topics involving cultures, history, politics, international relations. This podcast, by China’s state-owned international radio broadcaster, often comes up as a suggestion on various platforms, and also seems to be really popular because of its news-related stories.

Tips if you are a Mandarin learner:

Well-paced speech with an intimate tone, this podcast is a good source for learning new vocabulary and improving your pronunciation if you are already an advanced learner of Mandarin. Accent Alert: the host speaks fairly standard Mandarin with a Beijing accent.

 

#6 Watching Dreams Station (看理想电台)

Link to podcast

Category: Interviews & Culture

Duration: 20 – 40 min/episode

About:

A fun and informative podcast with varied content coverage, this podcast has a refreshing tone and smooth transitions between narratives and (expert) interview footage. A great source to learn more about what Chinese ‘hipsters,’ often referred to as literary and arty youth (文青, wén qīng) care about with regular mentions of social media stories.

Tips if you are a Mandarin learner:

This podcast has relatively slow-paced speech covering various topics, which helps to make you more familiar with new vocabulary and practice how to explain things in Mandarin. Accent Alert: you will hear hosts speak fairly standard Mandarin with minor accents.

 

#7 Black Water Park (黑水公园)

Link to podcast

Category: TV & Movies, Talkshow

Duration: 1 – 1.5 hr/episode

About:

Learn what’s commonly discussed among Chinese young adults about movies and TV shows through these entertaining conversations between the two good friends Ài Wén and Jīn Huā-er.

Tips if you are a Mandarin learner:

Suitable for medium-to-advanced-level Mandarin learners; highly engaging conversations involving lots of slang and colloquial expressions.
Accent Alert: the hosts speak with recognizable Beijinger accents, so be prepared.

 

#8 The Sketch is Here (段子来了)

Link to podcast

Category: Comedy

Duration: 45 min/episode

About:

With 5.426 billion user clicks on Ximalaya, this podcast featuring funny sketches is super popular and has become a household name in China’s podcast market. It offers a taste of humor appreciated by many Chinese, which is very different from what you’d get from a podcast in the West within the same category.

Tips if you are a Mandarin learner:

Great source to learn colloquial Mandarin and funny ice-breakers, but challenging as humor is intrinsically linked with inside jokes and word play. Accent Alert: the host has what’s considered a soothing voice and speaks fairly standard Mandarin.

 

#9 Ruixi’s Radio (蕊希电台)

Link to podcast

Category: Lifestyle & Bedtime

Duration: 10 min/episode

About:

One way to examine culture is to look at what people generally worry about the most. This podcast, that always starts with the soft voice of Ruixi (the host) asking listeners “Hey, are you ok today?”, focuses on a darker side of society and addresses the social and mental struggles that adults in China are facing. Ruixi’s Radio is one of those podcasts that enjoy equivalent popularity across several podcast platforms, which indicates strong branding. For many people, it’s a soothing podcast to listen just before bedtime.

Tips if you are a Mandarin learner:

The slow-paced monologue using language easy to understand makes a great learning material for beginning learners. Accent Alert: Ruixi (the host) speaks fairly standard Mandarin with insignificant accents.

 

#10 Stories FM (故事FM)

Link to podcast

Category: Stories & Bedtime

Duration: 20 – 30 min/episode

About:

Described by the New York Times as a “rarity in a media landscape full of state propaganda and escapist entertainment,” Gushi FM was launched with the idea “Your story, your voice.” As one of China’s popular audio programs, Gushi FM features stories told by ordinary Chinese of various backgrounds.

Tips if you are a Mandarin learner:

As a collection of monologues that detail stories, describe emotions, and argue ideas, this podcast suits advanced level learners. Accent Alert: in every episode, guests with speaking and telling stories in their own local dialects.

Want to understand more about podcasts in China? We’d recommend this insightful article on the Niemanlab website.

Because there are many more popular Chinese podcasts we would like to share with you, this probably will not be our only list. A follow-up list will also contain other favorites such as Two IT Uncles (两个IT大叔), BBPark (日坛公园), and One Day World ( 一天世界).

Want to recommend another Chinese podcast? Please leave a comment below this article or tweet us at @whatsonweibo, leave a message on Instagram or reach out via Facebook.

By Jialing Xie, with contributions by Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us. First time commenters, please be patient – we will have to manually approve your comment before it appears.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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China Digital

Didi Riders Can Now Have “Verified Party Members” Drive Them Around

Party-building 3.0? Didi has got it covered.

Manya Koetse

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on

First published

This is Party-building in the new era: Didi now allows users of its Premier Car Service to let a verified Party member drive them to their destination.

On September 20, as the People’s Republic of China is nearing its 70th-anniversary celebrations, the country’s most popular taxi-hailing app Didi published an article on Weibo and WeChat explaining its verified Party Member Driver Program.

Recently, riders in Beijing may have noticed something different at Didi’s Premier Car service, which is called “Licheng” 礼橙专车 since June of last year.

Some of Licheng’s drivers now have a red background to their profile photos accompanied by a Communist Party emblem. Upon clicking the profile of these drivers, customers will see that this driver is a Party Member Driver (“党员司机”) – meaning that the Didi driver’s status as a Party member has been verified through Didi’s “Red Flag Steering Wheel” program (红旗方向盘项目) that was set up in November 2018.

Didi’s “Red Flag Steering Wheel” program (红旗方向盘项目) that was set up in November 2018. Image via Guancha.

Didi writes that these drivers can also be identified as Party members through the red sticker on the dashboard at the passenger side, which literally says “Party member driver.”

The article explains that the recent project is an effort to contribute to China’s Party-building in the digital era, and that Didi aims to establish a Party member community within its company.

This car is driven by a Party member (image via Didi/Weibo).

The company is apparently planning to make this community a lively one, as it promises to provide online and offline activities that will help these drivers stay up to date with the latest developments within the Party, and that will increase their “Party awareness.”

Starting this month, Didi will reportedly also offer “patriotic classes” to all of its drivers via its online classroom program.

China has more than 88 million Party members. Party membership does not come overnight; those who want to become a Communist Party member need to attend Party courses, pass written tests, be recommended by other members, and pass a screening (read more here).

As for now, riders cannot manually pick to have a Party member as their driver; a nearby driver will be automatically selected when they order a car – if it is a Party member, they will know straight away from the driver’s profile.

For now, Didi has set up “mobile Party branches” in Beijing, Shanghai, Shenzhen, and a number of other cities.

On Weibo, some see the initiative as a marketing move from Didi’s side. “If you hear the driver is a Party member, you know it’s reliable. It’s a good thing.”

The past year was a tough year for Didi, after the murders of two young women by their Didi driver made national headlines, causing outrage and concerns about customer’s safety when hailing a car through the Didi company.

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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