Thursday, June 26, 2014

A Numerical Bart Simpson Snack Store in Hengyang

A local chain store with a notable sign in Hengyang, Hunan, sells a variety of snack foods, many imported.

527 零食汇 store sign with image of Bart Simpson's head

The use of Bart Simpson's image on the sign raises the common issue of trademark and copyright infringement in China. And the store's name, 527 零食汇, highlights how technology has influenced the use of numbers in Chinese language. In Chinese, the numbers 5-2-7 are a near-homophone for the phrase "I love to eat". Combined with the first two Chinese characters, the sign reads "I love to eat snacks". For more about how technology has influenced the adoption of numbers for expressing Chinese language, see the piece "The Secret Messages Inside Chinese URLs".

I took a quick look inside the store. I didn't see any snacks I wanted at the time, but due to the hot weather I was especially happy to pick up a brand of bottled water I would not expect to find in Hengyang.

Bottle of Vita pure distilled water

Vita bottled water is from Hong Kong and, like other products from the Special Administrative Region, would typically be considered an import. I doubt I could distinguish it in a taste test, but, like the image of Bart Simpson, the branding connected me to a far away place.

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