What do you think about the way English is used in the branding and marketing of products in Japan?
Have Your Say ( 71 )
JAPAN NEWS AND DISCUSSION
-
In an OECD survey of 36 nations on people's perceptions of their living conditions, Japan ranked 21st in terms of quality of life; Australia, Norway and the U.S. were the top 3. What do you think of that?
( 12 )
-
The Fukuoka mayor is banning public servants from drinking alcohol for a month; the Osaka mayor has declared war on tattoos on civil servants. What do you think of all this?
( 21 )
-
Why do you think Facebook's stock failed to live up to the hype in its trading debut?
( 13 )
-
Which sport, when played well, do you think is the most exciting to watch?
( 62 )
-
What's the difference between an average burger and a great one?
( 12 )
-
- Business Teaching Positions - Part-time - Kanto Region
- Interac, Tokyo
- Salary: ¥3,000 ~ ¥5,000 / Hour
-
- National Relief/Substitute Teacher - summer start
- Interac, Tokyo
- Salary: ¥275,000 ~ ¥300,000 / Month
-
- 営業パーソン
- 加治金属工業株式会社, Tochigi
- Salary: ¥240,000 ~ ¥350,000 / Month Negotiable
Order by Time Order by Popularity
71 Comments
Login to comment
0
isthistheend
Oh you mean Calpis (cow piss), Mr. James (How about Mr. Taro-ichi san for Berlitz), and others. Welcome to the land of Wa-....ha....ha.
0
memyselfI
I am not offended. But reading bad Engrish on T- Shirts is really an Eye Sore !!!!!
0
johnnyreb
Mr. ジェムズ is one of the most offensive uses of marketing I've seen.
0
Darren White
Shouldn't that be "Engrish".
0
smartacus
I'm sure there have been books written about this topic. I remember years ago when Coca-Cola was conducting its ad campaign with the line "I feel Coke," I met someone from Coca-Cola and asked him why they didn't say "I feel like a Coke." He said it didn't sound catchy enough in Japanese.
I'm used to all the Japlish now; I've even started using it myself in daily conversation -- contamination from various marketing campaigns has set in.
By the way, is Creep milk powder still sold?
0
KallyPygous
I'm pretty sure those marketing boys (they always are) are having a cynical joke at the expense of the Japanese population. It can be the only explanation for some of the stuff you see. Some of the other stuff is explained by lazy computer translation, it's true, but the really cringeworthy mistakes have to be a joke.
0
Farmboy
Ah, yes. English as decoration. I'm disappointed. It use to be much funnier.
0
asan11
I say some of it is a legit attempt to appeal to English speakers, but a lot of it is used the same way we use Chinese and Japanese characters in the West- to look cool.
0
seesaw
Hillarious! not only the English ones, the French ones too....
0
timorborder
People should get off their hobby horses about Mr. James. Anyone who has been in Japan for a any period of time could probably give you some worse examples.
One of my personal favorites was the "Woody, the Internet Pecker" series which a major electronics manufacturer put on their PCs many years ago.
0
Rugbyfan
I think it's great that they use English for catch phrases and in advertising jingles. However,I do agree with the comment by "memyselfl" about the T-shirts. A few months ago I was watching TV and one of the "talento" guests had the F-word in big bold letters across his chest. That, to me, is irresponsible and offensive.
0
niibu_yaa
It's no more silly than people who can't speak/Read Japanese or Chinese getting Kanji tattoos. As someone pointed out, French is also victim to this, and a lesser extent German and Italian.
0
DenDon
it's great. saw a rather well endowed lady on the train qith a T-shirt bearing the legend 'Gland Canyon'. and it was
0
Foxie
Yes, the French ones are even more hilarious like at my local 'Boulangerie Chaude'. I love the T-Shirts with the funny English and collect them...Defects usually springfor the most partour...that's on the one I am wearing today.If anyone can figure out the meaning, please let me know.
0
timtak
I think that if I were Japanese I would be sick of it and the whole caboodle.
English: Company and product names in English, and marketing slogans mentioned here, English learning test taking, lack of funding for making the Japanese language international Appearance: blonde hair, eye make-up glue to make eyelids double, nose thinning pegs, blue contact lenses, Import of western philosophies: meritocracy, individualism, self-esteem, women's lib (Japan needs men's), some neo-liberalism, maybe even "yuai shakai" but I am not sure.
0
donpablo
gland canyon, that is friggin hilarious
0
KingSaint
I would be fine with it if they could do it correctly, appropriately, and people actually acted like they cared what it meant. Otherwise, this whole attitude towards English doesn’t have to make sense to be used is counter-productive to teaching English. How am I supposed to convince students that sentence is incorrect or inappropriate when it is written on a shirt or a poster? How can people take something serious in class when it is seen as a joke or a gimmick everywhere else?
0
Osakadaz
with a local hairdresser near my house being named 'flaps of beauty' and a dog training school called 'wanx' I think Japan has a heckuva long way to go but it can be extremely amusing.My other favourite sign on an izakaya door 'Coming..men and women of all ages..' LOL
0
TSRnow
As long as it's funny and doesn't offend anyone like the F-word mentioned above, I think its OK, but I will never be caught wearing a shirt that has any Engrish on it.
BTW, smartacus,
Yes, "Creep"s are still around in my office. In both ways... :)
0
tokyokawasaki
"Be happiness come true" another example of 'Jinglish' I saw at a travel agents in the spring.
0
inakaRob
all I have to say is. NO DRUG!
no really... if they actully hired a real gaijin to just help them out. it might make things better.
0
Klein2
I am beginnng to think it is a form of self deprecation. They could improve it if they tried, but if their usage were actually good, people would think that they were PUTTING ON AIRS. So they use English in a slovenly way. I stopped caring about this. I might find something funny every once in a while, but I don't waste any time on it. I am convinced it is an inside joke, and foreigners don't get it.
0
herefornow
Deplorable. I can accept it when a small restaurant had "hushed beef" on its menu. At least it was trying to accomodate English speakers. But, when major companies like JTB, JR, etc, as well as many multi-nationals use pig-English, that is simply laziness, and only worsens the poor langauge skills of J-kids.
0
kokorocloud
It used to amuse me, though seeing your language butchered all over the place can be a little bit tiresome. Then again, it bothers me when (as someone mentioned already) people get tattoos of "kanji" and think they are big shots because the person who put it on their arm made up some meaning for it. When I told people I knew a little Japanese in the U.S. I'd always get the "Oh hey, do you know what THIS means?" and they'd proudly show me their tattoo. 90% of the time they weren't real kanji, but I didn't have the heart to tell them this.
0
womanforwomen
And there is a huge difference between a native speaker and a person coming from a country where English is used as one among the other native languages. (I am from one of those countries that was a colony of ...).
0
presto345
It has amused me many times. If the Japanese are fine with it, so what? Although it is not a product, long ago, on my first visit to Japan I found out that Bar Ber was not a place where they serve beer!
0
mrsynik
JR struggle with the language. They sell フリきっぷ (free ticket) but you have to pay for it. Should be called Multi-ride ticket.
Also, I dont know how many rural trains have been designated ワンマン but actually have a crew of two or more on board.
0
taiko666
Someone who gets a kanji tattoo without checking its meaning (or even if it's real kanji) is probably an idiot. However, we're not talking about a few gullible individuals here, we're talking about the entire Japanese advertising industry. They should know better.
The Japanese are supposed to be diligent and thorough. Yet, when creating even the most simple sign in English, don't seem to take the trouble to consult a dictionary. This can only mean that they don't care whether they get it right or not. (After all, a mere gaijin language is not worth making any effort over...)
0
Ah_so
I love my T-shirt with the message, "BASE OF VIGOR - Laugh to when enjoy it now". Meaningless, yet wonderful. Personally, I enjoy "clap Engrish" immensly.
Ok, it is not helpful to your English student and English speakers could take offense blah blah blah, but I am passed caring these days.
Oh, did you know that the average Japanese thinks that a "flea market" is actually a "free market". Understandable mistake I suppose and perhaps it is something that would otherwise be lost in translation.
0
BigInJapan
I always have a boner thinking about the Goo-days...
0
lostrune2
http://engrish.com/
All your base are belong to us!
English is the most widespread language in the world. Surely they can find some English users somewhere - they need not be Caucasians.
0
dolphingirl
It's sometimes correct and sometimes incorrect but amusing. I have no problem with it. The beauty of English is that it is a constantly evolving language used in many different countries and in many different ways!
0
noborito
6 years of compulsory English education and Japanese still have little clue. Sad!
0
Ah_so
In fact, I now appear to have taken to writing in Japanese English!
0
seijichuudo9sha
It's kinda funny,but in a different way from compulsory bilingualism in Canada or press 2 for Spanish in the States.
0
zoechan
A 2 year old at the International nursery in which I work wore a t-shirt with a big, neon pink F*** emblazoned on it. The next day he wore a t-shirt with pictures of pills and the slogan "uppers" on it. He's two!
Generally its quite amusing, and yes, one ends up expressing themselves in such pigeon English to accommodate the random Japanese person who wishes to practice their English on you. Of course, company slogans etc ought to be of a higher standard given the amount of compulsory education. Nevertheless, no-ones perfect and many foreigners could not survive here without it.
0
Potsu
Amusing...but rather unbelievable when you think of the money and standing companies like Toyota have.Surely they could spare 50 k a year to a native speaker just to correct it before it is plastered on the back of spare tyre covers etc.
0
memyselfI
Engrish is gooooooood !!!!!!!!!
0
UnagiDon
A lot of you are under the misapprehension that the Engrish is supposed to make sense to English speakers or be grammatically correct - ain't and ain't. Most of it is aimed at Japanese speakers and it's just meant to sound or look good or have some exotic foreign cachet - whether or not it makes sense to an English speaker is irrelevant. Besides, if it didn't exist then the excitable gaijin community would have to spend even more time talking about mayonnaise on pizza or how nobody sits beside them on the subway .
0
UnagiDon
...but it's still hard not to laugh at it.
0
isthistheend
The other day I saw the following on a tee-shirt of a young 20-something on the JR train. "I want to be as good a lover as Sarah. I hope all the people leave this play and go home and fxxx." It was full of stars and colors. I asked a young male student of mine what he thought about it. He answered, she probably just read the word "love" and liked the starry design. Still, who would make such copy? Certainly not native speakers, or am I wrong?
0
kokorocloud
Yeah I feel like they can put pretty much any phrase on a t-shirt or bag but as long as they put something cute next to it or lots of stars and hearts, no one cares, haha. In America that's a novelty and people find it hilarious. In Japan it's the norm (not necessarily a bad thing).
0
Osakadaz
zoechan> pidgin English actually.People in glass houses..LOL
0
sowhatnow
Engrish is an official language in Japan now, isn't it?
0
sowhatnow
Engrish is an official language in Japan now, isn't it?
0
pointofview
>
6 years of compulsory English education and Japanese still have little clue. Sad!
Very true. But they don
t have to do anything to pass. They can just show up (actually they dont have to show either). I think thats probably the biggest problem. Ive always wondered why the creators of such messed up English just don`t hire a native speaker to make up the logos etc.0
jackseoul
Korea passed a law a few years ago that states all labels written in foreign languages had to be grammatically correct... and make sense, otherwise pay a stiff fine. Japan being 50 years ahead of Korea in baseball (not my words) cannot put two proper English sentences together on their labels and packaging.
However, having said all that, if you put proper English on labels, logos and such, the Japanese would not be able to understand. Both Japanese and Koreans write improper English lyrics, on purpose, in theirs songs so that the fans can sing along... and to them it makes sense.
0
yokomoc
I saw a T-shirt collection in the World Porters with "Beatifle Means Glad It Viewy" across the front. I don't even know where to start with that.
Tokyokawasaki, cool to see someone else uses "Jinglish" rather than Engrish. I thought I was the only one....
0
therealmusashi
How do I feel about it? It can be quite funny, yes, but after some study, the resulting cultural phenomena is a bit sad. I feel (and many Japan specialists and authors feel this way as well) that the re-packaging of the English language (and elements of Western culture) in order to sell a product, has the long-term unconscious effect of reducing an entire culture to a sales gimmick, in the minds of many Japanese.
Add lackluster language instruction in public school, by non-native speakers into the equation, and isn't hard to understand how many (most?) Japanese simply view a correct usage of English as trivia.
0
Klein2
How come most of the posters seem to have problems with English too?
Sheesh.
Talk about the pot calling the kettle black. On a 10-point scale of "you're not saying it right but I can kind of get the hint," most JT posters operate at about a 7 or 8, and Jinglish would rate about a 5. A real English teacher would be appalled by looking through some of these comments by "native" speakers. And how about this?
Twas brillig and the slithy toves did gyre and gimbole in the wabe....
And that would rate what? You see, Lewis and I would agree that there is a point at which it ceases to be English and just turns to nonsense/poetry. It makes no sense at all, but I know exactly what it is saying. Don't you?
SNICKERSNACK!!
0
presto345
I am a member/contributor on a number of forums (or fora, if you wish), where most of the contributors are native English speakers. I can assure you that the natives make more mistakes than the non-natives! Your question has been answered.
0
aj2o1
On the other side of the coin, many westerners have kanji tattoos without knowing the meaning of the characters. Quite a few people flashing 'I'm a pig' or worse on their arms.
0
isthistheend
When in Lome do as the Lomans do. Eego is not English. Its Eego. If you listen to most students talk about it on the train, eego this and eego that, they're only referring to something like a dead guinea pig that you have to dissect to pass first year biology. The sooner its over and done with the better. BYE BYE.....recently I've been chiming in with my own BYE BYE when the groups of high school girls parrot it to each other on departure. When did this custom come about? Before Hello Kitty? BAIYYYYe BAIYYYE
0
Klein2
Hey presto. Me too. My point is obviously that they are not pontificating about English, as you are. To bleat casually on posts is one thing, but to get on a high horse and natter about how dreadful Jinglish has become is quite another.
If anyone wants to know what Presto is hinting at, Yahoo Answers is a fecund swamp. For extra fun, go hang out at the WORD GAMES or ENGLISH forums for awhile. You can watch the blind leading the blind forever and ever and ever... and they are all native speakers.
0
Jizzeez
Back in the late 90's I remember a song called "Body Feels EXIT". That was great. Second only to the "Make Love Not War" T-shirt a girl was wearing to the office earlier this year. No mistake but probably a tad inappropriate!
0
Jizzeez
Regarding swear words across chests, how about FCUK (French Connection UK). My granny just loved that rebranding, it had her adjusting her specs!
0
Jizzeez
This could run and run. Us natives never get tired of this one. It's not so different from tattoo parlor kanji though, it it? There must be a few extra strokes floating around the arms and backs of westerners worldwide. Just a couple more faves: Coffee and Launch 1000 yen! with rocket ship illustration. In Vancouver: Boxnig Day Sale! / Holyday Special...
0
GAYMAN
it says a lot about a culture when they are too lazy to learn a language properly and too shy to to try and use it in front of their peers but then it can be used so pervasively and to such poor and meaningless effect throughout their daily lives. the japanese are good at taking things from other cultures and warping them to suit their own tastes and the english language is just one more bastardized example of this.
0
Wakarimasen
I rove it - happiness is my gift.
0
isthistheend
My suggestions for new tee-shirts What comes around goes around; including the flu. Wear your flu mask, it makes it look like your intellegent.
Unemployed? No way, look at my mask, I'm a medical assistant!
She U later. After my Pocari Sweat.
0
neverknow2
Happy fun time! Try some, making you better feeling!
I speak English, therefore I am automatically cool!
0
Ah_so
Odd, but the the next line is "Body feels EXCITE", which more or less makes sense.
Actually, don't a lot of English song lyrics read like Engrish? "Rythm is a dancer" - I mean, what on earth does that mean?
0
yabits
That may be true for a lot of the stuff plastered on products, but what about items like the instructions in case of fire for those who stay in hotels? I've seen some really eye-raising stuff that is intended for those who speak English.
It is kind of amazing in a country where people appear to care a great deal about getting the details right that this should exist. And I wonder if this is kind of a backlash or release against that stress over details, or whether on some level it represents a lack of respect towards language that is foreign in general.
That is not to say that there isn't some very clever and witty stuff that Japanese have used to brand products.
I'm not sure if this would be a good example coming from the other side, but I do recall the logo for Frank Zappa's label, Barking Pumpkin Records, having a Halloween motif with a black cat screaming out the following: 聖糞!! (Which can be translated literally to "Holy S***!!)
0
sf2k
overtly hilarious for the child native speaker, rather sad if pondered from the point that this is replacing the Japanese language. Other countries have mixed language usage, but no more so than in Japan. As well, people in another country are mindful to not replace their native language with English. But not Japan.
If Japanese don't want to keep their language, who else will do that for them? English is the new kanji.
I once had a conversation regarding TPO, which means time place and opportunity. I tried (in vain) to explain that this means you're going to jail by a jury and has zero romantic quality. Also TP on it's own is short for toilet paper etc.
It's not that Japanese screw up English, but they insist that they are allowed to provide new meanings to words. How is anyone supposed to understand?
But I realized later that a country where it is taboo to know your own history is also not going to know anyone else's. Hence why language as history is wholly unknown in Japan, along with word meanings
Language is about communication. Making up words may be fine for 5 year old children, but not for adults and certainly not at the expense of your own cultural heritage. New words are made all the time, but they add to language and do not subtract. Japanese by throwing away their own native words that describe things perfectly well are throwing away their history too.
Ironic because for such a xenophobic country to use so many English words would imply that it's open.
Weirdness.
0
XXXXX
I was trying to collect the funny phrases that are printed on notebooks, letterpapers, etc, but it just got too weird to keep track.
0
XXXXX
I mean, who writes such nonsense
0
isthistheend
yabits and sf2k make very profound points that I totally agree with. "I wonder if this is kind of a backlash or release against that stress over details, or whether on some level it represents a lack of respect towards language that is foreign in general." Yes yes and yes. I think it all stems from the neglect to come clean about the meaning of "total surrender" in WWII. It means "we admit we are defeated". But nowadays, everytime I go out drinking with people from Drs., lawyers, to business men, and students, they to a man (women don't weigh in on the subject) say "Japan and Thailand are two of the only countries on earth that have never been conquered." Hello?
It's not that Japanese screw up English, but they insist that they are allowed to provide new meanings to words. How is anyone supposed to understand? And they work it another way too. Often times I've had conversations in Japanese, and inevitably, the person I'm talking with (with mind you not at), says "how would you say that in English?" Then I give my best rendition having studied both languages for decades, and more often than you imagine they will doubt what you just said is correct. "No, the Japanese has a slightly different nuance than what you just said." I'll admit SOMeTIMES that might be true, but not always. Finally, they will talk in Japanese to their peers, saying things like "Kare wa kuki yomenai" (he can't understand what's happening here unless we spell it out to him; i.e. he lacks sophistication), but its often not the case. I understand how to read the air, but I choose NOT to follow carte blank ON PURPOSE to demonstrate AT TIMES (not always mind you) that I have a will of my own, understanding that it might cause waves. So language is a very, very, deep and cultural relationship as sf2k points out. Thank you.
0
DeepAir65
come on - it brightens up our day to read the rubbish on the adverts and t-shirts as we attempt to work out what the heck they me.
Top awards go to the large breasted women I have seen wearing T-shorts with slogans across the chest such as: Lunch Made You Stare Milk
The most bizarre one was a business woman I once saw wearing a sequin covered T-Shirt and vaguely camouflaged in sequins across her back was "f***er" - what the heck was that about?
But I also like the reverse stories about Japanese tattoo artists abroad not exactly giving the client what they want but telling them they have what they wanted!!!!
Works bot ways
0
jinjapan
as it is aimed at the japanese themselves & not the foreigners, they should use the language as they please. a majority of them have no clue what the sayings mean anyway. to them it just looks cool. same in english speaking countries. they use kanji on shirts & things, but have no idea what the character actually means. or, they could be doing it just to piss off the foreigners here :-)
0
amerijap
It depends. Most products distributed from international market usually have the English names that have a clear/conceptual message to attract the consumers. As for Japanese-made products, most of them have 1)a message that doesn't make any sense at all or 2)a message that make sense in English but could be misleading or confusing.
0
kirakira25
I enjoy the bad English, it gives me a good laugh on the street.
I saw a Japanese girl on a plane once with a fab t-shirt in hot pink with letters written across the chest "I see you`ve already met the twins"! Grammatically nothing wrong, but SO wanted to ask her where she got it, and if she knew what it actually meant!
Back to top