The “American Owl” Restaurant in China

As I read this Telegraph article on Hooters restaurants in China, I’m chuckling about the translation of the chain into “The American Owl.” The real question here is: does the Chinese language have a slang term similar to “hooters”? Either this wasn’t given thought, there wasn’t a fitting word, or it would have been too risky to chose any other option. This website notes a mythological view of owls in China, which says they harness occult powers. I wonder what other connotations this bird carries. The fact that Hooters did pay attention to giving their restaurants an apt name is progressive.

The story reminds me of how names lose a lot of their meaning in translation.

Kentucky Fried Chicken’s slogan “Finger Lickin’ Good” was translated into “Lick Your Fingers Off” in China. There’s also the famous story of a car made by Chevy: the Nova. It became a laughable topic of conversation in Spanish speaking countries, where “no va” literally means “no go” in English.

As Hooters, and other businesses, move into new countries, they face the challenge of adapting themselves to capture the local and national audiences they seek. Having the appropriate cultural resources are as priceless as having the opportunity to venture into an emerging market.

We’d love to hear any stories you’d have to share.

Mike

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