Chinese Tea Brand Sparks Controversy Over Lunar New Year Translation
China’s popular black tea brand, Bawang tea Ji (Overlord Tea Girl), recently found itself at the center of a heated debate after translating the Spring Festival as lunar New Year in its overseas marketing campaigns. the brand, which is actively expanding into international markets, faced swift backlash from Chinese netizens, prompting an urgent apology and a change in copywriting.
The controversy erupted when Bawang tea Ji posted celebratory messages on platforms like Instagram and Facebook, using the term Lunar New Year to mark the occasion. The post quickly went viral on Weibo, China’s equivalent of Twitter, where users accused the brand of “de-China-ing” the festival and being “two-faced at home and abroad.” Critics argued that the term Lunar New Year diminishes the cultural significance of the Spring Festival, which is deeply rooted in Chinese traditions.
In response, bawang Tea Ji swiftly updated its copy to Chinese New Year and issued an apology via its WeChat public account.The statement read, “We sincerely apologize for the inappropriate translation of the word Spring Festival. We will strengthen the management and communication of overseas accounts in the future to ensure the accuracy of expressing content.” The brand also emphasized its commitment to its Chinese heritage, stating, “As a brand that comes out of the world of tea, we have never forgotten where we come from, why we set off.”
This incident highlights the ongoing debate over the terminology used to describe the festival. While Lunar New Year is commonly used in many Asian countries to reflect shared cultural practices, in mainland China, the term is frequently enough seen as an attempt to dilute the festival’s chinese identity. Last year, China successfully lobbied UNESCO to list the Spring Festival as a “Human Intangible Cultural Heritage Masterpiece,” further cementing its cultural significance.
Shi Yan, deputy director of the Shanghai Astronomical Society, weighed in on the controversy, explaining that the dispute involves a scientific issue.”From the outlook of the calendar, Lunar New Year is inaccurate. The lunar calendar used now belongs to the yin and yang calendar. Lunar New Year can only represent the ‘lunar calendar’ and cannot fully express the concept of ‘yin and yang calendar,'” he said.
Founded in 2017, Bawang Tea Ji has grown into a major player in China’s tea industry, with over 4,500 stores and 178 million members. Its total sales exceeded RMB 10 billion in 2023, showcasing its rapid expansion and popularity.
| Key Points | Details |
|—————-|————-|
| Brand | Bawang Tea Ji (Overlord Tea Girl) |
| Controversy | Translation of Spring festival as Lunar New Year |
| Backlash | Accusations of “de-China-ing” and insensitivity |
| Resolution | Apology and change to Chinese New Year |
| Cultural Context | UNESCO recognition of Spring Festival as intangible heritage |
The incident serves as a reminder of the delicate balance brands must strike when navigating cultural sensitivities in global markets.As Bawang Tea Ji continues its international expansion, its handling of this controversy will likely shape its reputation both at home and abroad.
For more insights into the cultural significance of the Spring Festival, explore its recognition by UNESCO and the ongoing debates surrounding its terminology.
Table of Contents
China’s popular tea brand, Bawang tea Ji, recently found itself in the midst of a cultural controversy after translating the Spring festival as Lunar New Year in its overseas marketing campaigns. To understand the nuances of this issue,we sat down with Dr. Li Mei, a cultural anthropologist specializing in East Asian traditions, to discuss the cultural importance of this debate and its implications for global brands.
The Spark of the Controversy
Editor: Dr. Li, thank you for joining us. Can you start by explaining what led to the backlash against Bawang Tea Ji?
Dr. Li Mei: Certainly. The controversy began when Bawang Tea Ji used the term Lunar New Year in its overseas social media posts to celebrate the holiday. While this term is widely used in many Asian countries, it was perceived in China as an attempt to dilute the festival’s Chinese identity. The festival, known as Spring Festival in China, is deeply rooted in Chinese culture and history. Critics argued that the brand’s choice of terminology was insensitive and undermined the festival’s cultural heritage.
Cultural Identity and Terminology
Editor: Why is there such a strong reaction to the term Lunar New Year in China?
Dr. Li Mei: The Spring festival is more than just a holiday in China; it’s a cornerstone of cultural identity. Last year, China successfully lobbied UNESCO to recognize the festival as a “Human intangible Cultural Heritage Masterpiece,” further cementing its significance. The term Lunar New Year, while inclusive of other cultures that celebrate the holiday, is seen by some in China as erasing the festival’s Chinese origins. This sensitivity reflects broader concerns about preserving cultural heritage in a globalized world.
The Scientific Outlook
Editor: Shi Yan, deputy director of the shanghai Astronomical Society, mentioned that the term Lunar New Year is scientifically inaccurate. Can you elaborate on this?
Dr. Li Mei: Yes, from a scientific standpoint, the term Lunar New Year is misleading. The customary Chinese calendar is a yin and yang calendar, which combines lunar and solar elements. The term Lunar New Year only refers to the lunar aspect,failing to capture the full complexity of the calendar. This scientific inaccuracy adds another layer to the controversy, as it underscores the importance of using precise terminology when discussing culturally notable events.
Bawang Tea Ji’s Response
Editor: How did Bawang Tea Ji address the backlash, and what does this mean for their brand?
Dr.Li Mei: Bawang Tea Ji responded swiftly by updating its marketing materials to use the term Chinese New Year and issuing a public apology. The brand emphasized its commitment to its Chinese heritage, stating that it had not forgotten its roots.This response was crucial in mitigating the damage to its reputation. As the brand continues its international expansion, this incident serves as a reminder of the importance of cultural sensitivity and accurate portrayal in global marketing.
Lessons for Global Brands
Editor: What can other brands learn from this incident?
Dr. Li Mei: This controversy highlights the delicate balance brands must strike when navigating cultural sensitivities in global markets. It’s essential to understand the cultural context of the regions you’re targeting and to communicate with authenticity and respect. Missteps in this area can lead to significant backlash, as we’ve seen with Bawang Tea Ji.Brands should invest in cultural research and consult with experts to ensure their messaging aligns with local values and traditions.
Conclusion
The bawang Tea Ji controversy underscores the complexities of cultural representation in a globalized world. As brands expand internationally, they must prioritize cultural sensitivity and authenticity to build trust and maintain their reputation. Dr. Li Mei’s insights remind us that cultural heritage is not just a matter of tradition but also of identity and respect.
