November 12, 2010 — By Leslie Forman Found in Translation: Pistachio => 开心果 => Happy Nut The first in an occasional series about living, speaking, and writing at the intersection between languages. Of all the products in Beijing’s upscale supermarkets, these pistachios have the best branding. Let me count the ways! 1) Literal. “Pistachio” translates to 开心果 kaixinguo. 开 means open, 心 means heart, and 果 means fruit or nut. 开心 […]

The first in an occasional series about living, speaking, and writing at the intersection between languages.

Of all the products in Beijing’s upscale supermarkets, these pistachios have the best branding. Let me count the ways!

1) Literal. “Pistachio” translates to 开心果 kaixinguo. 开 means open, 心 means heart, and 果 means fruit or nut. 开心 also means happy, and it literally describes the way you open a pistachio to eat it. Therefore, 开心果 means happy nut. We copywriters are obsessed with benefits for the end user, and what could be better than happiness!

The brand, “Wonderful,” translates to 万多福 wanduofu. 万 means 10,000 (or a general big number), 多 means many, and 福 means luck and prosperity. Therefore, 万多福 means “lots of luck and prosperity.” The pronunciation, wanduofu, is also quite similar to the English word “wonderful,” and “wonderful” is a common word that any Chinese person who has studied English will know. The people who shop in upscale supermarkets and buy imported products like this very likely know that word.

=> “Do non-native English speakers know this word?” is a critical question to ask in cross-cultural branding. In China, the word “clever” is taught long before “smart,” and “delicious” is more common than “tasty.” I think this factor is highly underrated in the marketing world.

2) Educational. The back of the package explains the parts of the pistachio, in clear, well-designed, eye-catching detail.

3) Multimedia Integration. Here at HappyNut.com, we can learn more about the difference between ordinary grey pistachios and these fresh, colorful ones.

4) Flavor. Yep, they are delicious! (Though I must admit I prefer the Salt and Pepper flavor over the Lightly Salted variety shown in these photos.) Happiness in a bag! And they make me proud to be a Californian! 8)

P.S. No one paid me, or persuaded me to write this post. I just like Paramount Farms pistachios! 8)