CHAGEE apologises for misuse of 'Lunar New Year' translation

Milk tea chain CHAGEE has apologised for uploading social media posts featuring the phrase "Lunar New Year" instead of "Chinese New Year", which was perceived as a move towards “de-Sinicisation” (去中國化).

Last Friday (24 January), CHAGEE published an article titled “Celebrating the first intangible heritage spring festival worldwide, HAPPY CHINESE NEW YEAR!” (全球同慶首個非遺春節，HAPPY CHINESE NEW YEAR!) on its WeChat account, and apologised for the inappropriate translation used earlier.

CHAGEE expressed regret, stating, “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 apologise for not coordinating with our overseas teams to ensure a more consistent translation for the Spring Festival. Moving forward, we will strengthen the management and communication of our overseas accounts to ensure the accuracy of our messaging.”

“As a brand originating from Yunnan, the hometown of tea in China, CHAGEE has never forgotten where it came from or why it started. We understand that there is much to learn and improve along this journey. We appreciate the supervision, criticism, and suggestions from our tea friends, which help us grow better. Thank you once again for your reminders and guidance. Here, we wish everyone a happy Spring Festival in advance. Happy Chinese New Year!" it added. 

The controversy began when CHAGEE translated the Chinese Spring Festival as "Lunar New Year" on its official Instagram account, drawing criticism from Chinese netizens. A check by MARKETING-INTERACTIVE saw on Instagram that several Chinese netizens criticised the brand for using Lunar New Year instead of Chinese New Year. The post has received over 650 comments, with some netizens reminding CHAGEE of its Chinese roots, while others even said, "If you're so capable, why not leave the Chinese market?" Following this, CHAGEE updated the caption to "Chinese New Year."

MARKETING-INTERACTIVE has reached out to CHAGEE for a statement. 

The English translation of the Spring Festival has often ignited controversy in recent years.  According to the Chinese media outlet 觀察者, the primary issue revolves around the use of the term "Chinese." Some argue that the Spring Festival should exclusively be called "Chinese New Year" rather than "Lunar New Year." The use of "Lunar New Year" raises concerns about potentially “de-sinicisation”, which calls for careful consideration.

Back in December last year, Taiwanese retailer Costco faced complaints from local influencers for labelling its New Year dishes as "Chinese New Year." In response, Costco quickly changed the labelling to "Lunar New Year," which sparked dissatisfaction among public opinion in Taiwan. 

On a similar note, back in January 2023, NewJeans’ Danielle apologised for calling Lunar New Year “Chinese New Year”. “Because Lunar New Year is a holiday celebrated by many countries and regions, including our country, my choice of words was inappropriate, and I deeply regret it. I also want to say I’m truly sorry to the Bunnies and many other people who must have been disappointed or hurt by my words,” Danielle said in a statement. 

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