China’s latest record-breaking movie has sparked yet another massive online debate. Here’s what happened.
Ne Zha 2, the sequel to the beloved animated movie from 2019, has topped the highest-grossing film list in China with its 10 billion RMB (1.37 billion USD) box office earnings.
- Its first US premiere at the TCL Chinese Theatre in Hollywood took place on 8 February, with wider North American release on 14 February.
In the film, the traditional Taoist incantation, “急急如律令” (lit. “urgent as law”) is translated as “quickly quickly biu biu biu” in the English subtitles, sparking debate on Chinese social media, including a number 1 Hot Search with 130 million views.
Chinese fans were not happy with the liberty taken in the translation. Some suggested it should have been translated as “abracadabra” for English speakers instead, while others believe a direct translation would be the most appropriate. Which side are you on?
Brands and marketers should take heed too. While Chinese audiences are all for wordplay, puns and translated taglines, it’s important to make sure these resonate appropriately to avoid disappointment or sudden backlash.
Need to boost your China strategy? Dao Pro delivers bespoke insights on marketing, innovation, and digital trends, direct from Chinese sources. Find out more from our Dao Strategy Team here.
