The Lens: Looking Beyond the Literal Meaning of Crystal Jade’s “Char Siu” Campaign – YP

Crystal Jade in Singapore offers a free plate of char siu on selected days in June.

The condition is that the guests bring their parents and they sing the phrase “Birth of a char siu is better than giving birth to you” in Cantonese. The literal meaning of the phrase is that a piece of grilled pork is infinitely better than her disappointing offspring.

The campaign is intended to be a fun way to celebrate Parents’ Day and engage with Cantonese-speaking audiences. Other restaurant chains, brands, social media influencers and authors have taken up the char siu They also use jokes in their marketing materials.

While this expression is a humorous reference in Cantonese families, it can potentially cause cultural misunderstandings among non-Cantonese speakers.

The literal translation could be misunderstood as a lack of love towards the children, although in Cantonese culture it is actually a playful way of expressing affection.

People who hear this phrase may believe that Cantonese speakers are rude, which goes against the values ​​associated with the culture. This can lead to criticism, teasing and misunderstanding.

However, Crystal Jade’s method of promoting Parents’ Day shows creativity and dedication from the marketing staff. Since everyone has a different opinion on this common term, it is unfair to say that the ad is demeaning and the staff should be fired.

Instead of rejecting Crystal Jade’s approach, we can use this as an opportunity to share the quirky and unknown side of Chinese culture in a more inclusive way. It’s also a fun way to connect with Cantonese speakers.

By clearly explaining the expression and its cultural context, we can convey a deeper understanding and greater appreciation of Chinese culture to a wider audience.

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