For many years, China has been subject to intensive speculation, especially when it comes to economic prowess and the potential for future growth. In 2007, the Chinese economy enjoyed impressive growth of over 14 per cent, far outpacing the UK, the US and other economies in the West. However, the aftermath of the 2008-09 financial crisis has resulted in China’s economy slowing to the point where many might think the party is over.
In more recent years, growth has drifted to six per cent or lower. The COVID-19 pandemic hit the Chinese economy first, denting prospects for the start of the new decade. Seemingly gone are the days of double-digit growth, leading some to write off China as an economic powerhouse past its prime.
Such an assumption is misleading and fails to acknowledge the fact that China remains the world’s most populous country, and by extension, the largest consumer market too, with a wide middle class. Here, we make the case for why 2022 could be the year to pivot to China as a business, and why you might want the right translation partner to help with such an expansion overseas in this market.
Turning over a new leaf
If you know anything about Chinese culture, you’ll know about how people in China value the zodiac and how it can impact their destinies. February each year marks the turning of a new Chinese year, with each year corresponding to an animal and element. February 2022 ushers in the Year of the Tiger. Such years are associated with qualities such as strength, exorcising of evils and a need for bravery, qualities which could make 2022 an optimal time to become part of China’s post-pandemic recovery story.
This is certainly a coincidental year for China to enter into, as the country continues to recover from the impact of the COVID-19 pandemic. As if with the wave of a magic wand, China appears to be turning over a new leaf and the Year of the Tiger in 2022 could prove to be an auspicious time to invest in the country or expand into its markets. The OECD expects China’s economy to grow by 5.1 per cent in 2022, slower than what we saw in the past two decades but faster than many of its competitors.
However, one doesn’t just simply dive straight into the Chinese market without being mindful of cultural sensitivities and linguistic standards. In Chinese culture, people greatly value the concept of ‘face’, an unwritten social contract to maintain respect, honour and social standing in a wide range of situations. To lose face, or bring it upon another person in China is perceived as an enormous faux pas, and could be easy to do if you don’t get your words right during translation.
Nuance and Cross-Cultural Delicacies
One example of an infamous linguistic faux pas related to China in recent years was seen in 2019 when an economist working for UBS made comments about an outbreak of swine fever. In China, the word ‘pig’ carries an offensive connotation, seen as a byword for a lazy or stupid person. When the aforementioned UBS economist remarked that the swine fever outbreak only mattered “if you are a Chinese pig [or] if you like eating pork in China”, the remarks triggered an immediate negative response.
Audiences took offence at an apparent slight seemingly directed at Chinese people, prompting media outlets to denounce the remarks as racist, calling on people to boycott UBS altogether. The economist’s remarks drew especially severe criticism from China’s state-run newspaper, Global Times. An apology was ultimately issued and the economist had to clarify no offence was intended. But the incident dented the bank’s reputation at a time when trading relations were fragile between China and the West.
The right translations partner
At Bubbles Translation, we know that breaking into the Chinese market is about more than just switching from English into Traditional or Simplified Chinese. You need to have a translations partner by your side who knows how to address Chinese audiences with the tact they come to expect, as opposed to the approach you might be used to domestically. Fortunately, Bubbles is well-versed at being not just adept at language translation but cultural sensitivity, especially when helping businesses break into the Chinese market.
This year ushers in the Year of the Tiger, and if you wish to make the most of it by expanding to China, choose Bubbles as your translations partner. China is one of the world’s largest economies, and you can’t afford to make slip-ups at the last hurdle during expansions overseas. Get in touch with Bubbles today and see how our language translation services can make the Year of the Tiger a year for your business to thrive in China.
