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Translating a brand - china vs the world

Translating a Brand: China vs. the World

When it comes to cultural and linguistic differences, few regions stand as far apart as China and the Western world – the US in particular. One is a communist state that prioritises cooperation and collectivism, the other a democracy that sees itself as a paragon of meritocracy. While both may fall short of their ideals (which country in this world can truly live up to its values across all parts of its society?), this does not change the vast differences between their fundamental principles.

When it comes to population size, China dwarfs the US, with 1.38 billion citizens, versus just 326 million in the US. Nevertheless, the US reigns supreme when it comes to GDP – at least for the moment. The US economy is worth $18.5 trillion, accounting for 24.5% of gross world product. China has the second largest global economy, at $11.3 trillion.

Linguistically, too, China and the West are very different. Mandarin, is a tonal, analytic language that uses a subject-verb-object word order and topic-prominent organisation. It is written using logograms known as hànzì. The English language, on the other hand, is a Germanic language that uses a Latin script, modal verbs and the palatalisation of consonants, though it does share the subject-verb-object order of Mandarin.  Read more