How brands can stay true to their heritage with local cultural relevance

Last month, milk tea chain CHAGEE came under fire after using the phrase "Lunar New Year" instead of "Chinese New Year" to spread blessings on social media. The brand later apologised and removed the controversial phrase, which was perceived as a move towards “de-Sinicisation” (去中國化). 

According to its statement on WeChat, 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.   

Don’t miss: CHAGEE apologises for misuse of 'Lunar New Year' translation 

Commenting on the incident, Shufen Goh, principal and co-founder, R3 told MARKETING-INTERACTIVE that the incident highlights the complexity of cultural nuance in global branding. “While the term "Lunar New Year" is commonly used outside of China, where it is often interchangeable with "Chinese New Year", the backlash from Chinese audiences reveals how subtle differences in language can cause significant reactions.” 

CHAGEE’s Instagram post may have been intended to reach overseas consumers and include the wider communities celebrating during this period, it inadvertently upset Chinese fans who felt it distanced the brand from its roots, explained Goh. She added:  

This underscores the fine line brands walk when balancing inclusivity with respect for core cultural identities. 

The brand's response to the controversy underscored its Chinese origins, emphasising that it has not forgotten where it came from. This shows that the brand values the opinions of Chinese consumers and is committed to preserving its heritage, according to Goh. 

Balancing authenticity with cultural relevance requires brands to listen to feedback, understand local nuances, and ensure communication aligns with global values as well as local expectations, she added. 

In fact, cultural sensitivity doesn’t only exist in China, but also across the globe. Otilia Chan, head of marketing for Hong Kong, ShopBack, said the CHAGEE incident reminds her of her recent visit to US, where people are very conscious of whether to say “Merry Christmas” or “Happy Holidays”, depending on the religious beliefs of the people involved in the conversation. She added:  

It highlights that we are living in a world of diversity. As we embrace greater diversity, we need to be increasingly attentive to how we make people feel included or excluded. 

How to stay culturally relevant in local markets? 

In fact, CHAGEE is not the only brand that triggered backlash focusing solely on the English translation of the Spring Festival in recent years. For example, Taiwanese retailer Costco encountered backlash from local influencers in December for labeling its New Year dishes as "Chinese New Year." Similarly, in January 2023, NJZ’s (formerly known as NewJeans) Danielle apologised for referring to Lunar New Year as "Chinese New Year”.  

To stay culturally relevant when marketing to various local markets, brands should navigate the delicate balance between global inclusivity and local sensitivity, said R3’s Goh. Having frameworks in place can help them better align messaging across teams, she added. 

Furthermore, brands should consider their origins and how they represent their home country when expanding globally, said ShopBack’s Chan. “A deep understanding of diverse cultures is essential for effective brand communication. This involves recognising and respecting the different beliefs, values, behaviours, and communication styles of various cultural groups.” 

Demonstrating cultural sensitivity and awareness fosters trust, enhances brand appeal, and facilitates meaningful connections with a global audience. 

Lacking this understanding can lead brands to alienate potential customers, misinterpret feedback, and unintentionally offend, all of which can severely damage brand reputation and hinder business growth, according to Chan.  

In a broader context, she said a successful global brand is one that not only recognises the importance of cultural understanding but actively integrates it into its business strategy. This involves adapting marketing messages, product offerings, and even brand identity to resonate with the values, beliefs, and customs of different cultural groups. Conversely, failure to do so can result in cultural missteps, misinterpretations, and ultimately, consumer alienation.  

By demonstrating respect for cultural diversity and tailoring their approach to different markets, brands can position themselves as global citizens and establish a strong presence in the global marketplace, Chan said.  

Brands that prioritise cultural understanding can foster positive relationships with consumers across the globe, building trust, loyalty, and long-term success. 

Related articles: 

CHAGEE apologises for misuse of 'Lunar New Year' translation 
Not festive enough? Burberry raises eyebrows with rather solemn CNY campaign