Last month, milk tea chain CHAGEE found itself at the center of controversy after using the phrase "Lunar New Year" instead of the more traditional "Chinese New Year" on social media. This seemingly simple lapse triggered significant backlash among consumers who viewed the change as part of efforts toward what many called de-Sinicisation (去中國化). Responding to the uproar, CHAGEE issued an apology clarifying its position.
According to the company’s statement on WeChat, "The sentiment of celebrating the Spring Festival is the same among Chinese communities worldwide. Our global media team at CHAGEE consists of partners from over 10 countries. We apologize for not coordinating with our overseas teams to provide more consistent translations for the Spring Festival. Moving forward, we will strengthen the management and communication of our overseas accounts to guarantee the accuracy of our messaging."
Representatives from CHAGEE emphasized their Yunnan heritage, the birthplace of tea, reaffirming their commitment to cultural identity: "CHAGEE has never forgotten where it came from or why it started. We value the insights, criticism, and feedback from our tea friends, which help us grow. Thank you once again for your guidance. We wish everyone a happy Spring Festival and Chinese New Year!" This response highlighted both their awareness of the misstep and their dedication to their roots.
The incident sheds light on the complex nuances of cultural branding. Shufen Goh, principal and co-founder of R3, discussed the fallout and emphasized the delicate balance brands must maintain. "While the term 'Lunar New Year' is commonly used outside of China, where it is often interchangeable with 'Chinese New Year', the backlash from Chinese audiences reveals how subtle differences in language can cause significant reactions," she stated.
CHAGEE aimed to make its post more inclusive for global audiences, particularly those celebrating during this festive period. Unfortunately, it inadvertently alienated many of its Chinese consumers who felt the brand was stepping away from its heritage. This situation serves as a poignant reminder for brands trying to bridge cultural gaps as they expand internationally.
Otilia Chan, head of marketing for Hong Kong's ShopBack, reflected on the broader significance of cultural respect and relevance across different markets, sharing insights from her recent travels to the U.S. where the use of phrases like "Merry Christmas" versus "Happy Holidays" serves as pivotal moments to reflect cultural consciousness. "We are living in a world of diversity, and we need to be increasingly attentive to how we make people feel included or excluded," she remarked.
The miss by CHAGEE was not isolated, as other brands including Costco and NJZ have also faced backlash for how they addressed the Spring Festival, either through translation or branding strategies. Goh’s comments about maintaining frameworks for cultural sensitivity were echoed by Chan, who stressed the importance of cultural nuances: "A deep understand of diverse cultures is...essential for effective brand communication."
The lesson is clear: brands must navigate the ever-shifting landscapes of cultural identity and expectations with care. A deep commitment to listening to local voices and remaining true to one’s origins can not only prevent missteps but can also cultivate trust among consumers. For CHAGEE, this recent incident has opened up conversations around the necessary balance between inclusivity and respect for core cultural identities.
To successfully operate on the global stage, businesses must adapt their messages, offerings, and identities to align with various cultural values and customs. Misinterpretations can lead to consumer alienation, damage brand reputations, and hinder business growth. The takeaways from CHAGEE’s experience highlight the significance of cultural sensitivity and the necessity to integrate this awareness predictively within marketing strategies.
Therefore, as brands prioritize cultural awareness, they can build stronger, more meaningful relationships with their audience, acknowledging diversity and establishing themselves as true global citizens. The verdict may be whether brands like CHAGEE can learn swiftly enough from such incidents to contribute actively to the growing narrative of cultural inclusiveness.