The Lens: Look beyond literal meaning in Crystal Jade’s ‘char siu’ campaign
- Some call a phrase used in a new ad campaign ‘demeaning’, but they must look beyond the words to learn about Cantonese culture
The promotion from Crystal Jade Singapore invites diners to utter a well known Cantonese phrase to get a plate of free “char siu”. Photo: Crystal JadeThoughts from last week
Valerie Chiu, 14, St Mary’s Canossian College
Crystal Jade in Singapore is offering a complimentary plate of char siu on selected days in June.
The condition is that diners must bring their parents and have them recite the phrase “Giving birth to char siu is better than giving birth to you” in Cantonese. The phrase’s literal meaning is that a slab of barbecued pork is infinitely better than their disappointing offspring.
The promotion is meant to be a lighthearted way to celebrate Parents’ Day and connect with Cantonese-speaking audiences. Other restaurant chains, brands, social media influencers and authors have used the char siu quip in their marketing materials as well.
While this phrase is a lighthearted reference in Cantonese families, it can potentially lead to cultural misunderstandings for non-Cantonese speakers.
The literal translation may be misinterpreted as a lack of love for their children when, in fact, it’s a playful way of expressing affection in Cantonese culture.
People who hear this phrase may believe that Cantonese speakers are rude, which contradicts the values associated with the culture. This can stir up criticism, teasing and misunderstandings.
However, Crystal Jade’s method of promoting Parents’ Day does show some creativity and effort from its marketing staff. Since everyone has different opinions about this common phrase, it is unfair to claim that the ad is demeaning and that the staff should be sacked.
Instead of dismissing 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 is also a fun way to connect with Cantonese-speaking people.
By providing a clear explanation of the phrase and its cultural context, we can foster a deeper understanding and appreciation for Chinese culture among a wider audience.
Read more about this topic here
Thank you for your great insight this year!
We received many great submissions for “The Lens” this year, covering a variety of topics across the globe. “The Lens” is an integral part of Young Post and is published weekly. We are always looking for students eager to write for the column.
Beginning this upcoming school year, “The Lens” will not prioritise blind submissions open to the public like it did before. Rather, we will cultivate a group of junior reporters who will take turns responding to the articles each week.
If you are already a junior reporter and are interested in joining this group of writers, please message Kathryn Giordano on Slack to be added to the list. If you are not yet a junior reporter and would like to join the programme, please email [email protected]. See you again in September!