On the Translation Strategies for Business Texts of Chinese

Catering Brands in International Trade

Abstract

With the continuous advancement of globalization, international trade activities

are becoming increasingly frequent, and as an important component of international
trade, the internationalization process of catering brands is also accelerating. Catering
brands enter markets in different countries and regions through international trade,
facing diverse cultural backgrounds and consumption habits. In the process of
internationalizing catering brands, language and cultural differences are one of the
main challenges. Consumers from different countries and regions have varying
perceptions, acceptance levels, and taste preferences towards food and beverage
brands. Business text translation plays a crucial role in international trade. It not only
involves the importance of language conversion, but also the adaptability of cultural
background and the transmission of commercial value. High quality business text
translation can ensure accurate transmission of information, promote effective
communication between both parties, and thus facilitate the smooth progress of
international trade. Therefore, catering brands need to convey their core values and
concepts to target market consumers through accurate business text translation, while
avoiding cultural conflicts and misunderstandings. How to accurately and effectively
translate business texts has become an important issue in the internationalization
process of catering brands.
This article aims to delve into the translation strategies of catering brand business
texts in international trade, and explore how to choose appropriate translation
strategies and methods based on the characteristics and needs of different cultural
backgrounds to ensure accurate information transmission. Meanwhile, this article will
also provide useful references and inspirations for the internationalization of catering
brands, promoting further development of international trade. The research on
translation strategies for business texts of catering brands in international trade has
profound practical significance and theoretical value. It not only helps to promote the
internationalization process of catering brands, but also provides strong support for
the development of translation disciplines and the smooth progress of international
trade.

Key Words:Business Text, Translation Strategy, Catering Brand

 国际贸易中餐饮品牌商务文本翻译策略研究

摘要

随着全球化的不断推进，国际贸易活动日益频繁，餐饮品牌作为国际贸易中的重要组成部分，其国际化进程也在加速。餐饮
品牌通过国际贸易进入不同国家和地区的市场，面对的是多元化的文化背景和消费习惯。在餐饮品牌国际化的过程中，语言和文化
差异是主要的挑战之一。不同国家和地区的消费者对于餐饮品牌的认知、接受程度和口味偏好存在差异。商务文本翻译在国际贸易
中扮演着至关重要的角色。它不仅涉及到语言转换的重要性，还涉及到文化背景的适应性和商业价值的传递。高质量的商务文本翻
译能够确保信息的准确传递，促进双方的有效沟通，从而推动国际贸易的顺利进行。因此，餐饮品牌需要通过精准的商务文本翻译 ，
将品牌的核心价值和理念传递给目标市场的消费者，同时避免文化冲突和误解，如何准确、有效地进行商务文本翻译，成为餐饮品
牌国际化过程中的重要课题。

本文旨在深入研究国际贸易中餐饮品牌商务文本的翻译策略，探讨如何根据不同文化背景下的特点和需求，选择合适的翻译
策略和方法，以确保信息的准确传递。同时，本文也将为餐饮品牌国际化提供有益的参考和借鉴，推动国际贸易的进一步发展。国
际贸易中餐饮品牌商务文本翻译策略相关研究具有深刻的现实意义和理论价值，不仅有助于推动餐饮品牌的国际化进程，还能为翻
译学科的发展和国际贸易的顺利进行提供有力支持。

关键词：商务文本；翻译策略；餐饮品牌

On the Translation Strategies for Business Texts of Chinese

 Catering Brands in International Trade

1. Introduction

The acceleration of global economic integration has made the economic

connections between countries increasingly close, and catering brands have ushered in
a broad international stage and many opportunities. The Chinese government’s
implementation of policies such as the “the Belt and Road” has encouraged
enterprises to expand overseas markets and accelerated the internationalization of
catering brands. The demand for diversified and distinctive cuisine among global
consumers is constantly increasing, and Chinese catering brands have gained the love
of international consumers with their unique flavors and cultural appeal. The
internationalization of current catering brands has become a significant trend in the
catering industry.[1]
Catering brands have expanded to numerous countries and regions through
international trade, encountering diverse cultural environments and consumption
habits. Language and cultural differences pose major obstacles on the
internationalization journey of catering brands. Consumers in different regions have
varying levels of awareness, acceptance, and taste preferences towards food and
beverage brands. Translation of business texts is crucial on the international trade
stage. It is related to language conversion, as well as cultural adaptability and
commercial information dissemination. Accurate translation of business texts can
ensure the accurate transmission of information, enhance smooth communication
between both parties, and greatly benefit the smooth operation of international trade.
Therefore, catering brands need to rely on precise business text translation to convey
their core values and concepts to target market customers, while avoiding cultural
collisions and misunderstandings. The accuracy and efficiency of business text
translation are particularly crucial in the internationalization path of catering brands.
 This article aims to delve into the translation strategies of catering brand business
texts in international trade, and explore how to choose appropriate translation
strategies and methods based on the characteristics and needs of different cultural
backgrounds to ensure accurate information transmission. Meanwhile, this article will
also provide useful references and inspirations for the internationalization of catering
brands, promoting further development of international trade.

2. Literature Review

2.1 Theoretical Research

The translation of business texts for catering brands not only involves the
conversion between different languages, but also the influence of various factors such
as cultural differences in the target market. The following is an overview of relevant
theories:
In the German functionalist translation theory that emerged in the 1970s and
1980s, the core theory of functionalism was proposed by the German functionalist
translation theorist Hans Vermeer. Skopos theory holds that all translation activities
should follow the primary principle of the “purposive principle”, which is that
translation should be able to function in the expected way of the target language
recipient in the target language context and culture. When translating, it is necessary
to fully consider the translation purpose and carry out selective translation. From the
perspective of functionalism, the translation of catering brands should be targeted at
the target consumer group, analyze the purpose of the translation activity, and based
on this, combine words appropriately. The ultimate goal of translating catering brands
is to enable customers to overcome language and cultural barriers, understand their
brand's main dishes, specialties, deliciousness, and charm through translated names,
and attract customers to come into the store for consumption. In practical translation,
catering brand translation can adopt strategies such as transliteration, literal
translation, and free translation as appropriate.[2]
Alienation translation method intentionally breaks through the conventions of the
target language and preserves the exotic atmosphere in the original text. In the
translation of business texts for catering brands, alienation translation method is often
used to preserve and convey the brand culture and characteristics of the original text.
When Burger King restaurant from the United States entered the Chinese market, it
directly translated it as “Burger King” based on the Chinese English word meaning
conversion, demonstrating its Western confident and assertive cultural tradition.
McDonald’s is transliterated as “McDonald’s”, simple and easy to pronounce, with a
distinct foreign style. Alienation translation method helps to enhance the influence of
the source language culture, reflects cultural diversity, and achieves equal
communication between cultures.

2.2 Domestic Research

With the continuous deepening of globalization and the increasing frequency of

international trade, the dissemination and acceptance of catering brands as important
carriers of culture in the international market have become particularly important.
With the increase of China’s foreign economic and trade exchanges, the importance of
business translation in cross-cultural business communication is becoming
increasingly prominent. Business translation plays an important role in promoting
communication and mutually beneficial cooperation. [3]The translation of business
texts for catering brands is not only a linguistic transformation, but also a key link in
cross-cultural communication. In recent years, domestic scholars have conducted
extensive and in-depth research on the translation strategies of catering brand business
texts in international trade.
In terms of translation theory, domestic scholars have introduced various
theoretical frameworks to guide the translation practice of business texts for catering
brands. For example, ecological translation studies emphasize the adaptability and
selectivity of translation activities, advocating that translators consider the ecological
environment of the text, including economic, cultural, social, and other factors, during
the translation process. This theory provides a new perspective for the translation of
business texts of catering brands, requiring translators to fully consider the
expectations and acceptance of the target language readers on the basis of faithful
original text.
The renowned translator Newmark proposed semantic translation, which is a
translation theory that emphasizes the accuracy and objectivity of the source
language.[4]Semantic translation theory is also one of the important theories that
domestic scholars are concerned about. This theory emphasizes the accuracy and
objectivity of the source language, requiring translators to preserve the semantic
information and expression style of the original text as much as possible during the
translation process. In the translation of business texts for catering brands, semantic
translation theory helps ensure accuracy and professionalism, enhance brand image
and international competitiveness.
In terms of translation strategies and methods, domestic scholars have proposed
various translation strategies applicable to business texts of catering brands. Among
them, domestication and foreignization strategies are two common ones. The
domestication strategy emphasizes putting the target language readers at the center
and adopting expressions that are easy for them to understand and accept; The
alienation strategy focuses more on preserving the cultural characteristics and
language style of the original text to promote cultural exchange and understanding.
Domestic scholars have also made beneficial explorations in specific translation
methods. For example, the flexible use of methods such as transliteration, literal
translation, free translation, and phonetic free translation can help create translated
names that not only conform to the aesthetic habits of the target language readers, but
also accurately convey the meaning of the original text. In addition, domestic scholars
have proposed targeted translation methods and techniques for difficult issues such as
professional terminology and special sentence structures in business texts of catering
brands, such as word class conversion, joint translation, and separate translation.
Translation research from the perspective of cross-cultural communication has
been one of the hot topics of concern for domestic scholars in recent years. From this
perspective, the translation of business texts for catering brands is not only a linguistic
transformation, but also a cultural exchange and dissemination. Domestic scholars
have explored how to accurately convey the cultural connotation and brand value of
the original text in translation by comparing and analyzing the differences between
Chinese and Western catering cultures and dish name cultures. Meanwhile, domestic
scholars have also paid attention to the important role of translation in cross-cultural
communication. They believe that translation is not only a tool for language
conversion, but also a bridge and link for cultural dissemination. Through translation,
it can promote communication and understanding between different cultures, and
promote the dissemination and acceptance of catering brands in the international
market.
Domestic scholars have also made beneficial explorations in empirical research
and practical applications. For example, by collecting and analyzing translation cases
of domestic and foreign catering brand business texts, domestic scholars have
summarized the main forms and characteristics of current translation, and pointed out
the existing problems and shortcomings. On this basis, they proposed corresponding
solutions and improvement suggestions, providing useful references for the translation
practice of business texts for catering brands. In addition, domestic scholars have also
paid attention to the important role of translation in the internationalization process of
catering brands. They believe that through high-quality translation, the international
visibility and reputation of catering brands can be enhanced, promoting the expansion
and upgrading of the brand in the international market.
In summary, domestic scholars have achieved fruitful research results in the
translation strategies of catering brand business texts in international trade. These
achievements not only enrich the translation theory and methodology system, but also
provide useful guidance and reference for the translation practice of catering brand
business texts. However, with the continuous development of international trade and
the accelerated internationalization of catering brands, translation work still faces
many challenges and opportunities.

2.3 Overseas Research

 With the vigorous development of international trade and the deepening of
globalization, catering brands, as important carriers of culture, are increasingly valued
for their dissemination and acceptance in the international market. The translation of
business texts for catering brands, as a bridge connecting different cultural markets,
has become a hot topic for foreign scholars in terms of strategy selection and
application.
In the translation of business texts for catering brands, the handling of Culture
Specific Items (CSI) is a key step. Amenador Kate Benedicta and Wang Zhiwei
explored the translation strategies and influencing factors of CSI through their study
of the Chinese English food menu corpus. They found that in translating CSI, the
frequency of using neutralizing strategy is higher than foreignizing strategy and
domestication strategy, with domestication strategy being used the least. In addition,
factors such as the metaphorical/metaphorical usage of CSI, brand factors, polysemy
of source language CSI, cultural significance, and false relationships between source
text and target text all have an impact on the choice of translation strategies. This
study provides useful theoretical guidance and practical reference for the translation
of CSI in business texts of catering brands.
In order to further improve the accuracy and efficiency of business English text
translation, Yan Yang proposed an automatic error correction method based on natural
language processing. This method divides error correction statements into triplets
through natural language conversion to determine logical expression templates; Use
maximum likelihood estimation to estimate word frequency; Constructing a Naive
Bayes classifier to classify translated vocabulary; Finally, beam search decoding is
used to generate target text correction sentences and build an automatic error
correction function for text translation. The experimental results show that the
accuracy of this method in correcting translation errors is as high as 99%, with an
average error correction error of less than 0.10 and an error correction time of only
4.5 seconds. This study provides strong technical support for improving the accuracy
and efficiency of business text translation for catering brands.
 The translation of Chinese dish names is an important component of translating
business texts for catering brands. Xiaoling Yang conducted research on the
translation of Chinese dish names, aiming to identify the rules that affect the
translation of Chinese cuisine courses and summarize translation methods. She
pointed out that in the context of cultural differences between Chinese and Western
cuisine, translators should improve the quality of Chinese food translation. This study
emphasizes the cultural sensitivity of translating Chinese dish names, providing useful
guidance for the dissemination of catering brands in the international market.
In summary, foreign scholars have achieved fruitful results in the research of
translation strategies for business texts of catering brands in international trade. These
studies cover various aspects such as translation strategies for cultural specific items,
AI assisted translation, automatic error correction methods, and translation of Chinese
dish names, providing rich theoretical guidance and practical references for the
translation of business texts for catering brands.

3. Translation for Business Texts of Chinese Catering Brands

3.1 Business Texts of Chinese Catering Brands in C-E Translation

3.1.1 Strategies of Catering Brand Name Translation

Quanjude, as a famous roast duck brand in China, was founded in 1864 and is
renowned worldwide for its exquisite roast duck techniques and rich historical and
cultural heritage. Quanjude roast duck is cooked in the hanging oven. It has a ruddy
color, fat but not greasy meat, crispy outside and tender inside. It has the reputation of
“the first roast in China”.
Quanjude’s translation has undergone various attempts in history, forming
various translation methods, including:
Beijing Roast Duck Restaurant: This translation method highlights Quanjude's
main product - Beijing roast duck, but fails to highlight its brand characteristics and
historical heritage.
Chainjoy Duck: This translation attempts to create a new term to convey a
pleasant and satisfying dining experience, but it completely deviates from the cultural
connotation of the original Chinese name.
Quanjude: This translation is based on the Chinese Pinyin of Quanjude, retaining
the pronunciation of the original name, but it is difficult for native English speakers to
pronounce and is not conducive to the international dissemination of the brand.
Quanjude Peking Roast Duck-Since 1864: This translation method combines
Chinese Pinyin, product features, and historical years, retaining brand characteristics
while highlighting product features and cultural heritage. However, the translated
name is too long and not conducive to memory.
Chinruteh: This translation method adopts the Wade Giles phonetic system,
which is more in line with the pronunciation habits of native English speakers, but has
some shortcomings in the dissemination of Chinese cultural background.
At present, there is no unified translation for Quanjude in the international
market, but the translation “Quanjude Peking Roast Duck Since 1864” is highly
respected for its comprehensiveness and historical significance.
Haidilao, as a well-known hotpot chain brand in China, directly uses the Chinese
Pinyin spelling for its English name “Haidilao”. This translation strategy not only
retains the distinctive pronunciation of the original brand, but also facilitates
recognition and memory in the international market, making it an important part of
the brand internationalization process.
The pinyin spelling of “Haidilao” is highly similar to the pronunciation of its
original Chinese name, which helps the brand maintain its original phonetic beauty
when spreading in the international market. For international consumers, this
translation method with similar pronunciation can reduce language barriers and make
brand names easier to accept and remember.
As a representative of Chinese hotpot culture, Haidilao’s brand name itself
contains rich cultural connotations. By using pinyin translation, this cultural feature
can be preserved to a certain extent, allowing international consumers to feel the
unique charm of the brand. This translation strategy helps to enhance the international
influence of the brand and promote the dissemination of Chinese culture.
The pinyin spelling of “Haidilao” is concise and clear, making it easy for
international consumers to remember and pronounce. This easy to remember feature
helps promote and recognize the brand globally. At the same time, Pinyin translation
also avoids ambiguity and misunderstanding that may arise from literal or free
translation, ensuring the accuracy and consistency of the brand name. In the process
of brand internationalization, Haidilao faces challenges from different languages and
cultures. The strategy of using pinyin translation enables brand names to maintain
their original phonetic characteristics and cultural connotations in different language
environments. This translation method has strong adaptability and flexibility, which
helps to promote and manage brands globally.
As a well-known beverage and ice cream brand, Mixue Ice Cream & Tea has a
wide range of popularity and influence in China. In order to better expand the
international market and enhance brand image, Mixue Ice Cream & Tea has adopted a
carefully planned translation strategy.
Mixue is a transliteration of “Mixue”, which retains the Chinese pronunciation
characteristics of the brand name, allowing international consumers to associate it
with the original brand. “Ice Cream & Tea” directly describes the brand’s main
products, helping consumers quickly understand the brand's core business. The entire
translation is concise and clear, easy for international consumers to remember and
spread, and helps to enhance the brand’s visibility in the international market.
Yang Guofu Spicy Hot Pot, as a leader in China's Spicy Hot Pot industry, its
brand name translation strategy is particularly important in the process of
internationalization. Yang Guofu’s official English translation of Spicy Hot Pot is
“Yang Guofu Spicy Hot Pot”. This translation strategy fully considers the cultural
connotation of the brand, product characteristics, and international market acceptance.
“Yang Guofu” directly translates the name of the brand founder Yang Guofu,
which helps to preserve the brand's historical origins and cultural heritage. In the
international market, consumers can learn about the founder and story behind a brand
name, enhancing its uniqueness and recognition. “Spicy Hot Pot” accurately describes
the product characteristics of Yang Guofu’s Spicy Hot Pot, that is, spicy hot pot food.
This translation helps consumers quickly understand the brand's main business and
product features, promoting brand recognition and dissemination in the international
market. The translation of “Spicy Hot Pot” avoids cultural misunderstandings and
ambiguities that may arise from literal translation. In western culture, hotpot food is
often called “Hot Pot”, and “Spicy” accurately conveys the spicy taste of Spicy Hot
Pot. This translation method not only respects the cultural habits of the target market,
but also accurately conveys the product characteristics of the brand.
As a well-known tea beverage brand, Hey Tea’s translation strategy not only
reflects the cultural connotation of the brand, but also cleverly integrates the language
habits and cultural background of the target market. “Hey Tea” is the English brand
name of “xicha”, and its translation strategy is reflected in the choice of the Chinese
name “xicha”. This translation not only retains the phonetic characteristics of the
original name, but also incorporates the cultural connotations of Chinese. The
pronunciation of “Hey Tea” and “xicha” has a certain similarity, making it easy for
consumers to associate the two and enhance the brand's recognition. The word “xi” in
Chinese implies joy, happiness, and the pleasant feeling brought by tea drinks; The
word “tea” directly indicates the brand’s main product, which is tea drinks. This
translation strategy makes the brand closer to the cultural cognition of Chinese
consumers and enhances the brand’s affinity. During the translation process, Hey Tea
respects and understands the differences between different cultures, avoiding the use
of vocabulary and expressions that may cause misunderstandings or offense. This
enables brands to maintain their positive image and brand value in different cultural
environments.
3.1.2 Strategies of Menu Translation
With the development of China’s economy and the improvement of its
international status, Chinese cuisine has gained widespread recognition worldwide for
its unique flavor, rich nutrition, and long history and culture. [5]The translation of
menus is a direct form of cultural exchange between Eastern and Western cuisine. A
high-quality menu translation should meet the following two requirements: firstly,
conveying dish information in the source language. Cultural imagery and aesthetic
taste; Secondly, it conforms to the language norms and cultural values of the target
language, satisfying the aesthetic psychology of the translation audience.[6]
As one of the traditional famous Chinese dishes, Gong Bao Ji Ding, its English
name, “Kung Pao Chicken”, adopts a combination of transliteration and free
translation. This translation strategy not only preserves the cultural characteristics of
the original dish names, but also facilitates international friends' understanding and
memory. “Kung Pao” is a transliteration of “Gong Bao”, retaining the pronunciation
characteristics of the original Chinese name. This transliteration method allows
foreign audiences to associate the pronunciation of Chinese original names with
English names when they hear or see them, thus experiencing the unique charm of
Chinese culture. The transliteration of “Kung Pao” is concise and clear, easy to
remember and spread. In international communication, this concise translation
method is more easily accepted and remembered by foreign audiences. “Chicken”
clearly states that the main ingredient of this dish is chicken. This free translation
method enables foreign audiences to quickly understand the main ingredients of
dishes, helping them make choices based on personal taste and dietary preferences.
For foreign audiences who are not familiar with Chinese dish names, the free
translation part can reduce the difficulty of understanding and increase their
awareness and understanding of the dishes.
The translation method of “Kung Pao Chicken” not only preserves the cultural
characteristics of the original Chinese name, but also takes into account the cultural
background of the target language. This translation strategy enables foreign audiences
to understand and accept dish names while feeling the profound cultural heritage of
China. This translation has been widely accepted and recognized internationally,
becoming one of the representatives of Chinese food culture.
Mapo tofu, as a traditional famous dish in Sichuan Province of China, is famous
for its spicy, delicious and bright red color. The choice of translation strategy is
crucial when introducing it to international audiences.
“MaPo” is a transliteration of “麻婆”, which directly preserves the pronunciation
characteristics of the original Chinese name. This allows foreign audiences to
associate the Chinese word “mapo” when they hear or see “MaPo”, thus feeling the
close connection between this dish and Chinese culture. In international
communication, this concise translation method also helps to enhance the popularity
and influence of dish names. “Tofu” is the English expression for tofu, and this part of
the translation adopts a free translation method, directly pointing out the main
ingredients of the dish, which helps to reduce the difficulty of understanding for
foreign audiences, increase their awareness and understanding of the dish, and also
helps to enhance the acceptability and popularity of Chinese cuisine internationally.
This translation fully considers the expression habits and cultural background of the
target market.

3.2 Business Texts of Catering Brands in E-C Translation

3.2.1 Strategies of Catering Brand Name Translation

As a globally renowned fast food chain brand, McDonald’s name and slogan
have been carefully translated worldwide to ensure that the brand’s core values are
conveyed in different cultural contexts and win the love of consumers.
“McDonald’s” is a brand name evolved from a typical American name. In the
translation process, McDonald's adopted a strategy of combining transliteration and
creative translation, retaining the pronunciation characteristics of the original name
while incorporating cultural elements of Chinese. The name McDonald’s initially
retained the pronunciation characteristics of its original name during translation, such
as “麦克唐纳”, but this translation method appears stiff in Chinese and is easily confused
with common names. To address this issue, McDonald’s later adopted the more
creative and exclusive translation “McDonald’s”. This translated name not only
retains some of its original pronunciation, but also cleverly adds the word “劳”, which
matches the positive image of diligence and hard work in Chinese, thus shaping a
positive brand image, in line with the values of diligence and hard work advocated by
the McDonald’s brand. This culturally adaptive translation strategy helps enhance the
brand’s affinity and sense of identity in the Chinese market.
Coca Cola was originally developed by American pharmacist John Pemberton,
named after its main ingredients-Coca and Cola nut extracts. These two plants are
respectively produced in South America and tropical Africa, and have the effect of
refreshing the mind. In the early stages of entering the Chinese market, Coca Cola
faced translation challenges. Its original translation, “蝌蚪啃蜡”, not only had a difficult
pronunciation, but also was difficult to associate with delicious drinks, resulting in
poor sales.
Faced with the dilemma of initial translation, Coca Cola Company decided to
publicly solicit names and ultimately adopted the translation “ 可口 可乐 ” proposed by
Jiang Yi. This translation cleverly combines two strategies: transliteration and free
translation. In terms of pronunciation, “ 可 口 ” and “ 可 乐 ” have similar syllables to
“Coca-Cola”, making them easy to remember and spread. At the same time, “ 可 口 ”
conveys the high-quality taste of the beverage, while “ 可乐” evokes the joyful mood
after drinking. The combination of transliteration and free translation not only
preserves the phonetic beauty of the original name, but also endows the product with
new cultural connotations and brand value.
Coca-Cola’s translation strategy reflects a deep understanding and precise grasp
of the cultural background and language habits of the target market. Through the
combination of transliteration and free translation, cultural adaptability, and emotional
resonance, the translated name “可口可乐” has successfully conveyed the brand’s core
values to Chinese consumers and won widespread recognition and love. This
translation strategy not only enhances brand awareness and loyalty, but also promotes
the internationalization process of the brand.
Pizza, as a globally popular delicacy originating from Italy, presents diversity
and flexibility in its name translation across different cultural and linguistic
environments.
 The process of translating “Pizza” into “披萨” reflects the principle of combining
transliteration and free translation in translation, while also taking into account the
language habits and pronunciation characteristics of Chinese. Firstly, “Pizza” is a
foreign word originating from Italian, referring to a baked food that originated in Italy
and is typically topped with tomato sauce, cheese, and various toppings. When
introducing it into Chinese, due to the lack of directly corresponding vocabulary in
Chinese, transliteration was used. In the process of transliterating “Pizza”, it is
necessary to find a vocabulary that is both close to the original pronunciation and in
line with Chinese pronunciation habits. In Chinese, the pronunciation of “披” and “萨”
has a certain similarity with the syllable of “pizza”, especially the pronunciation of
“萨”, which is similar to the final sound of “pizza”. Meanwhile, the word “ 披萨”, when
combined, does not have any other meaning in Chinese, so it will not cause
ambiguity.
3.2.2 Strategies of Menu Translation

4. Translation Strategies for Business Texts of Chinese Catering

Brands

4.1 Foreignizing Strategy

Foreignization is “the translator tries not to disturb the author as much as

possible, making the reader approach the author”. In translation, it is to accommodate
the linguistic characteristics of foreign cultures, absorb foreign language expressions,
and require translators to approach the author and adopt the corresponding source
language expressions used by the author to convey the content of the original text,
that is, to take the source language culture as the destination. The purpose of using
alienation strategy is to consider the differences in ethnic culture, preserve and reflect
the characteristics of exotic ethnic groups and language styles, and preserve the exotic
atmosphere for the target readers.
4.1.1 Zero Translation
 Zero translation, as the name suggests, is a simplification of translation work by
directly transferring the original sound or form to the target language, also known as
porting. Catford defined it as “embedding source language items with original
meanings into target language text”.[7]It is refers to the process of not directly using
existing corresponding vocabulary in the target language to translate vocabulary in the
source language, but rather conveying the content of the source language to the target
language readers in the most appropriate and accurate way through specific means
such as omission, transliteration, transfer, etc., while retaining certain unique elements
or expressions of the source language.
The zero-translation strategy can ensure accurate communication of the original
meaning while retaining the unique elements of the source language, avoiding
misunderstandings that may arise from direct translation. By adopting a zero-
translation strategy, certain cultural characteristics or unique expressions in the source
language can be preserved, which helps promote cultural exchange and inheritance.
Zero translation meets the demand for rapid information dissemination in the context
of globalization. In cross-cultural communication and translation practice, zero
translation helps promote direct communication between different cultures, preserve
cultural characteristics, and improve translation efficiency and accuracy.
“鼎泰丰” retains its English name “Din Tai Fung” through zero translation, which
is unique and easily recognizable, helping to establish a unified and distinct brand
image worldwide. Consumers in different countries and regions can immediately
recognize this as the Ding Tai Fung brand, thereby enhancing the brand’s global
influence. The zero translation strategy preserves the cultural characteristics and
original charm of the Ding Tai Fung brand. This name carries a sense of mystery and
exotic charm, which can attract consumers who like to try new things and foreign
cultures. Ding Tai Fung, as a world-renowned Xiaolongbao store in Taiwan, its brand
itself has a high-end and sophisticated market positioning. By retaining the English
name through zero translation, it can further emphasize its international market
positioning and attract more consumers who pursue high-quality life.
 “ 佛 跳 墙 ” , the transliteration name of Fotiaoqiang, is unique and recognizable,
which can stand out from many dishes and attract consumers’ attention. For foreign
consumers who are not familiar with Fotiaoqiang, a transliteration name may
stimulate their curiosity and exploration, prompting them to understand the story
behind this dish and the production process. Zero translation preserves the historical
and cultural connotation of Fotiaoqiang, a traditional famous dish, and avoids the
possible loss or misunderstanding of cultural information caused by translation, which
is conducive to the inheritance and development of Chinese food culture.
The zero translation of Dandan noodles, a traditional Sichuan snack, is also
adopted. This translation retains the original name of Dandan noodles, which helps to
spread its unique Sichuan cultural characteristics, so that foreign diners can feel the
charm of Chinese local culture while tasting food. It is simple and clear, easy to
remember and identify, which helps to enhance the brand's popularity and influence in
the international market. The zero translation strategy encourages diners to explore
and understand the cultural stories and production processes behind Dandan noodles,
which promotes the exchange and integration of Chinese and foreign cultures.
4.1.2 Transliteration
Transliteration refers to the process or result of converting the textual symbols of
the source language into the textual symbols of the target language based on its
pronunciation, that is, using phonemes as units to preserve the pronunciation of the
source language in the translation in order to highlight the main language function of
the source language.
Transliteration can better preserve the pronunciation characteristics of the
original words. For words that are difficult to find corresponding meanings in the
target language, transliteration can be faithful to the original text and avoid
misunderstandings caused by literal or free translation. Transliteration words usually
conform to the phonetic habits and language rules of the target language, making
them easier to remember and pronounce. At the same time, it also helps people from
different language backgrounds understand and accept foreign vocabulary, promoting
cultural exchange and integration.
“ 东 来 顺 ” adopted transliteration, which directly translates its name into pinyin
“Donglaishun”. Transliteration can preserve the original pronunciation and
characteristics of Donglaishun brand to the greatest extent possible, allowing
domestic and foreign consumers to intuitively feel the unique charm of the brand.
Through transliteration, the brand name of Donglaishun is able to retain its original
Chinese pronunciation, which to some extent conveys the charm and characteristics of
traditional Chinese culture, allowing foreign consumers to feel the brand charm from
China.
The transliteration of “Lee Kum Kee” in English is very similar to the Chinese
pronunciation of “ 李锦记”, which enables foreign consumers to accurately pronounce
the brand name and enhances the brand’s recognizability and memory points. This
transliteration uses common English surname spellings such as “Lee” and “Kum”,
which makes brand names more natural and easily accepted in English environments,
promoting cultural integration and communication. By transliterating and combining
common English spelling habits, the brand name of Lee Kum Kee has been able to
spread more smoothly in the international market, enhancing the brand’s international
influence and competitiveness.
4.1.3 Literal Translation
Literal translation is a translation method that preserves the literal meaning and
structure of the original text as much as possible, directly corresponding each word to
the target language.
The hotpot brand “小肥羊” is directly translated as “Ltitle Sheep”, which preserves
the cuteness and simplicity of the brand name. “Little Sheep” conveys a natural and
healthy brand association, which is in line with the Western preference for fresh farm
ingredients. Sheep symbolize gentleness and harmlessness in both Eastern and
Western cultures, reducing the risk of cultural conflict. At the same time, short and
straightforward names are also easy for consumers to quickly remember.
The Hangzhou catering brand “ 绿 茶 餐 厅 ” is directly translated as “Green Tea
Restaurant”, where “green tea” symbolizes freshness and nature. This translation
directly conveys the brand's emphasis on healthy and simple dining concepts. Green
tea is associated with concepts such as antioxidant and health preservation in Western
perception, which can enhance the attractiveness of the brand.

4.2 Domesticating Strategy

Domestication is the process of localizing the source language, with the target
language or target language readers as the destination, and using the expression
methods that target language readers are accustomed to to to convey the content of the
original text.
The domestication translation strategy uses cultural elements and expressions in
the target language to make restaurant brand names or slogans more closely related to
the language habits and cultural background of local consumers, which helps to
enhance brand awareness and affinity, build communication bridges between different
cultures, and promote cultural exchange and mutual understanding.
4.2.1 Free Translation
Liberal translation refers to translating based on the general meaning of the
original text, without translating word for word or sentence for sentence, that is,
paying more attention to conveying the meaning and spirit of the original text during
translation, rather than being confined to the form of the original text. When
translating, the translator will adjust the original text according to the habits of the
target language, making it more natural and easier to understand in the target
language. Free translation can accurately convey the main meaning and spirit of the
original text, making the translation closer to the expression habits of the target
language and easier for readers to understand and accept.
“老婆饼” is translated as “sweetheart cake” instead of transliterated as “laopo bing”
or “wife cake”.Literal translation of “wife cake” may lead English users to mistakenly
believe that it is a “wife made cake” or a food related to marriage, but wife cake is
actually a traditional dessert and has no direct connection to “wife”.Translated as
“sweet cake”, it can more intuitively convey the sweet taste or romantic imagery of
food, fitting its soft and sweet flavor, rather than its literal meaning.
“狗不理包子” is translated into “Go Believe” instead of “Dog Won't Ignore” by free
translation, which can avoid negative cultural associations and possible derogatory
metaphors of the word “dog” in western culture, such as “messy” and “low”. Using
free translation can avoid misunderstandings and better convey brand value.
4.2.2 Creative Translation
Creative translation is the process of creatively adapting the content of the source
language into the target language, aiming to maintain the expected meaning, style, and
tone of the original text, while making the translation fit the new market and achieve
brand promotion effects.
Subway has adopted creative translation, which translates as “ 赛 百 味 ” . Creative
translation combines transliteration and free translation, while considering the
language habits and cultural background of Chinese, making the name “赛百味” more in
line with Chinese expression habits and easy to be accepted and understood by
Chinese consumers. The pronunciation of “ 赛 百 味 ” is similar to SUBWAY, and the
word “赛” conveys the meaning of competition and quality, while “ 百味” implies the
diversity and deliciousness of food. This translation helps to enhance brand
communication and attract more consumers. The translated name “ 赛百味” can evoke
emotional resonance among consumers, allowing them to taste delicious food while
also feeling the positive and healthy brand image conveyed by the brand.
The Chinese translation of “Starbucks” adopts a creative translation approach,
which combines the language, culture, and consumer psychology of the target market
while retaining the core elements of the original brand. The pronunciation of “ 星巴克”
is similar to that of “Starbucks”, with “ 星 ” corresponding to “Star” and “ 巴 克 ”
corresponding to “bucks”, maintaining the original auditory recognition of the
product.“ 星 ” implies quality, high-end, and romance, which aligns with Starbucks’
emphasis on coffee experience and lifestyle. The modernity of “ 巴 克 ” endows the
brand with an international and youthful image. Starbucks’ creative translation
strategy successfully combines brand globalization with localization needs, retaining
the original brand’s genes while enhancing consumers’ emotional identification
through cultural translation.

4.3 Cultural-oriented Strategy

The cultural-oriented strategy in business text translation for catering brands

holds great value because it encourages readers to take into high consideration the
presence of culture when translating business brochures and other documents. [8][9] This
tactic concentrates on the construction of links between the source and target nations'
cultures and their markets, and hence is aimed to guarantee that the translated mac
text appeals to the cultural values, beliefs, and preferences of the eventual consumers.
[10]
On the other hand, cultural translation becomes more indispensable when it comes
to catering brands because in just one plate, food can tell the story of a culture and
tradition. An efficient cultural-oriented translation does not only render the literal
meaning of the piece but also embodies the overall feeling, spirit, and emotional effect
of the brand.
One of the major elements of any culture-oriented strategy involves the
modification of CSI (Culture-Specific Items). [8] These things can be food titles,
components, and eating habits—these words are often specific to a given culture and
cannot be directly translated into the target language. A recipe in Chinese that has an
English translation of "chicken soup" is not equivalent. When translating Chinese dish
names into English, the culture significance and social perception of the dish in the
home of the target culture should be in consideration. A literally translated may not be
able to reproduce the cultural richness of the dish while an overly localized translation
[11][12]
would lose the original culture. Consequently, the corrected approach that
involves cultural protection and adaptation is usually required.
For instance, the translation of "佛跳墙" as "Buddha Jumps Over the Wall" not only
retains the exotic and poetic nature of the original name but also provides a vivid
image that captures the imagination of English-speaking consumers. This translation
strategy effectively conveys the cultural significance of the dish, which is known for
its luxurious ingredients and complex preparation, while also making it accessible to
international audiences. [13] [14]
Similarly, the translation of " 宫 保 鸡 丁 " as "Kung Pao
Chicken" preserves the cultural authenticity of the dish while making it easier for
foreign consumers to recognize and remember.
Furthermore, the metaphorically related and language-specific expressions are
also part of the cultural-oriented strategy. Food in Chinese culture is very much
connected to metaphors and symbols, such as long life, prosperity, and happiness.
When trying to explain some Chinese metaphors using English, translators would
have to select expressions that reflect a similar range of meanings as in the initial
culture.[15] Thus, the use of "长寿面" (Longevity Noodles) fits in to show how eating this
contribution in the likeness tradition to being offered to the birthday person
symbolizes both their long life and health. This translation not only conveys the
cultural connotations but also speaks to the core of the intended audience.

4.4 Function-oriented Strategy

The function-oriented translation approach in translation elaborates on the actual

purpose of the text as it is intended to serve and conveys the goal more effectively. [16]
It can be termed the means of communication. When this approach is applied to the
context of catering brands, it is discovered, for instance, that a business text may
fulfill the functions of advertising the brand, attracting customers, and communicating
the details about the offered products and services. The function-oriented strategy is
based on the concept of obtaining functional equivalence in translation, [17] whereby the
translation in the target market must have the same influence and effect as the text in
the original language without losing its intended purpose.
One of the main purposes of business texts for catering brands is to attract
customers and facilitate communication. [18] For this reason, the translation must be
persuasive and appealing in order to catch the reader's attention while emphasizing
the utmost understandability of the brand's message. [19][20] For instance, in advertising a
product or a brand in a market, the function to be served does not include the use of
dull and monotonous language as the saying "cliché" that do not appeal to the
audience. A translation accomplishing success in this case goes beyond simply
articulating the value proposition but it also implies the evocation of emotional
experience and connection. For instance, KFC's slogan, "Finger-Lickin' Good",
translated into Chinese as "吮指回味", could have the following meaning: licking fingers
after eating the food shows how much they like it because it tastes so good. It makes it
more relatable and attractive to the Chinese people.
Business texts also play the role of educating customers on the brand's products
and services by revealing necessary and valid information. In this aspect, the
functional strategy emphasizes clarity and precision, ascertaining that the inward text
is comprehensible and there is no ambiguity between the original and the translated
text.[20] An example could be the title of a menu where it might take to give to precise
descriptions of distinct dishes, including what they are made of, how it was prepared,
and portion sizes. The restaurant uses this method in their restaurants so that the
customers can make the right choice and feel satisfied with their meal. By translating
" 红 烧 肉 " into "Braised Pork Belly in Soy Sauce", the cookery method and the main
ingredient are defined in an acceptably precise and concise manner, while also giving
a flavor of the exotic product to foreigners.
Bearing on these indispensable functions, the business writings for catering
brands serve the other goals of attracting customers and delivering information to
their audience, as well as building and maintaining their brand's reputation. [19][20] The
function-oriented approach therefore brings about a translation that goes along with
the identity and values of the brand and hence again drives home the intended image
in the target market. For one thing, the translation of " 海底捞" (a well-known Chinese
hotpot restaurant) into "Haidilao Hot Pot" accomplishes two things: it maintains the
phonetic similarity to the original name while it is an English name, and it also
informs the reader that it is a hotpot restaurant. This translation particularly
strengthens the impression that the Haidilao hotpot restaurant is the superior one, and
it speaks well of its global popularity and recognition.
Furthermore, the function-oriented approach not only considers the environment
but also the legal, regulatory, and overall market considerations of the import/sale
destination.[20] In some cases, the texts of business may be limited by certain rules, or
standards, that are quite similar to those of food products' labels and ads. The process
should be done in such a way that ensures the translation to have all the necessary
information and also be within the laws of the target market. Similarly, in the case of
translating nutrition information, or allergies warnings, generally, one uses only the
precise and standardized indication phrases in order to eliminate any kind of
problems, including those of legal nature and mutual understanding.

5. Conclusion

In conclusion, this research work has looked in detail at the translation strategies
being used for Chinese-based catering businesses in international trade and has
highlighted the need for cultural adaptation, functional equivalence, and effective
customer outreach. By analyzing different translation approaches like foreignization
and domestication, as well as the use of function-oriented strategies, this study
underscores how translation plays a significant part in reducing cultural borders and
building brand visibility in international markets.
The study has certain limitations, including focusing more on the Chinese
catering brands, and where empirical data from the diverse cultural context is
unavailable. Future investigations can be broadened to demand more brands from
various international markets and can also use more examples from reality to confirm
the strategy. Moreover, it would be interesting to know how the overcoming of the
emerging technologies, like AI tools in translation, for business texts has made it more
complicated for the industry to cope.

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