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Luisa Tam

Never would I imagine feeling so protective towards the “f” word, but this particular “f” word probably isn’t the one that you are thinking of.
The Chinese word fuk, which means “fortune” or “good luck” in English, encapsulates one of the greatest values in Chinese culture.
In Hong Kong, when we hear people say zuk fuk to someone, it means they want to impart a blessing of luck, success, prosperity and happiness onto the recipient.
During the Lunar New Year, you will see front doors adorned with the Chinese character fuk on red paper and turned upside down for extra luck.
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Unfortunately, its Cantonese pronunciation is similar to a certain Western swear word.
That’s why the Hong Kong-based brand Fok Hing Gin, named after Fuk Hing Lane in Causeway Bay, a popular shopping area on Hong Kong Island, has run into some trouble.
The brand is trying to break ground in the UK but has been deemed offensive by an industry watchdog comprising British alcoholic beverage producers and brewers.
It has been asked to expand on its brand story after a complaint from a member of the British public who said: “The name of the product is clearly intended to shock and be pronounced as an offensive term. Personally, I wouldn’t want to see this product on family supermarket shelves.”

Some consumers may agree, but the consensus – at least on this side of the world – is that these complaints are rooted in a lack of cultural awareness.
The phrase fuk hing spells luck, fortune and thriving growth, so to speak. Who wouldn’t want to name their product or business after that?
There is nothing wrong with creating a memorable brand identity and Fok Hing Gin has done exactly what it has set out to do, which is to pay homage to Hong Kong and its colonial roots. But please don’t ever say the Chinese word fuk is profane.
Incognito Group, the owner of the label, should go the whole nine yards and use the original Romanised spelling “Fuk” rather than “Fok”. There is no shame in paying homage to Fuk Hing Lane as a means of celebrating Cantonese language and its culture. The brand has doubled down by pushing clever marketing phrases like “Fok the haters”.

A British friend, MJ, who is a long-time Hong Kong resident and fluent Cantonese speaker, is infuriated by the complaint. “These people have nothing better to do with their lives than to pick holes in an obvious joke. They should be looking at more important things such as global warming.”
My Irish friend, Paul, points out the double standards of this cultural controversy by drawing attention to the 1990s rebranding of French Connection.
The UK-based global fashion retailer and wholesaler rebranded itself as “French Connection UK” in 1991, which is often initialised as “FCUK”. Despite some controversy at the initial stage of its rebranding, French Connection remains known as “FCUK” today.
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“I have no problem with the brand Fok Hing,” Paul says. “In this case, any obscenity lies in the mind of the beholder, not the name itself. Moreover, alcohol is usually sold in places that minors shouldn’t be allowed to access.”
An Italian friend, Alex, says: “It’s a local name intended to preserve its company’s heritage. It’s not racist or homophobic or insulting to a targeted group of people. In fact, it’s great to see Hong Kong products abroad.”
If you look around the city, there are scores of innocuous street names that could upset the faint of heart. Just look at Wan King Path and Fuk Man Road, both of which are found in Sai Kung, known as the “back garden of Hong Kong” in the New Territories.
Even the Hong Kong Trade Development Council has on its sourcing website a company called Fuk Hing Manufacturing.

If we were to take these complaints against Fok Hing Gin seriously, perhaps the Hong Kong Tourism Board should “rebrand” certain street names for the sake of appeasing these priggish complaints.
This is far from the first time that a brand name has offended British sensibilities. In 2015, a London coffee shop kowtowed to legal pressure and changed its shop name from “Fuckoffee” to “F*ckoffee” after some consumers took offence at the name. The general public mood was that some people simply couldn’t take a joke; even then-London mayor Boris Johnson supported the business’ humorous intentions.
But some food for thought. There are a handful of English words that don’t go down well in some other countries.
For example, the word “pick” sounds a lot like the Norwegian word for male genitals pikk; “lull” is spelt and pronounced similarly to the word lul in Dutch, which also means male genitals. You might be surprised to know that “cookie” means something different in Hungary. Yes, you guessed right, it pertains to male genitalia (but of a more diminutive stature).
I probably need a Fok Hing Gin and tonic after all that.
Cheers!
Luisa Tam is a Post correspondent who also hosts video tutorials on Cantonese language that are now part of Cathay Pacific’s in-flight entertainment programme


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Cantonese

The F word ‘fuk’ represents one of Chinese culture’s greatest values, and Hong Kong gin brand’s name is meant to celebrate, not curse

Fok Hing Gin &#xA;&#xA;CREDIT: FACEBOOK / Fok Hing Gin

The name of Hong Kong-based gin brand Fok Hing Gin has been deemed offensive by a UK industry watchdog as the brand attempts to make a breakthrough into the nation. Photo: Facebook / Fok Hing Gin

UK-based fashion brand French Connection UK is often initialised as “FCUK”and, despite some initial controversy after the rebranding in 1991, continues to be known as such today. Photo: FCUK

Fok Hing Gin claims to celebrate the language, culture and heritage of Hong Kong. Photo: Facebook / Fok Hing Gin

Fuk Hing Manufacturing is included on the Hong Kong Trade Development Council’s website. Photo: Fuk Hing Manufacturing

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People celebrate Halloween in Squid Game outfits in Lan Kwai Fong, Central, Hong Kong. Photo: Nora Tam

Police arrested people for using a fake LeaveHomeSafe app at Immigration Tower in Wan Chai.

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A meme of Li reporting for TVB during Typhoon Kompasu. Photo: Twitter

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Fok Hing Gin’s trouble with UK watchdogs over its name highlights a lack of cultural awareness about a word that means ‘fortune’ or ‘good luck’ in Chinese
Hong Kong is full of innocuous street names that could upset the faint of heart – just look at Wan King Path and Fuk Man Road in Sai Kung



The brouhaha over Hong Kong-based Fok Hing Gin’s name in the UK highlights a lack of cultural awareness about a word that means ‘fortune’ or ‘good luck’ in Chinese.


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My Hong Kong | The F word ‘fuk’ represents one of Chinese culture’s greatest values, and Hong Kong gin brand’s name is meant to celebrate, not curse