It’s no longer the “Year of the Dragon” but the “Year of the Loong”? Distilling the “rebrand” of the Chinese Dragon
Mid-February marked a new year for the Lunar Calendar. This has reignited a debate around the Internet: should the Western “dragon” and the Chinese “dragon” be distinguished with different names? Proponents advocate for “Loong,” arguing it accurately represents the creature’s distinct cultural significance. This article explores the historical significance, the cultural nuances, and branding considerations of this potential name change from “Chinese Dragon” to “Loong.”
Before we start, I’m Kristine, a Taiwanese-American brand strategist. While this news has mostly been discussed from a political and cultural perspective, I find it an interesting topic to view from the aspect of branding.
Historical Significance of the Chinese Dragon
The loong (Chinese Dragon) can be traced back to as early as 2500 BC, and its origins are likely linked to various tribes that merged during the Yellow Emperor’s rule. Throughout Chinese history, the loong has been closely associated with royalty and power. Emperors wore dragon robes (龍袍), sat on the “Dragon Throne (龍椅),” and even claimed mythical dragon parentage (真龍之子). The loong is also a prominent figure in Chinese folklore and art, and it is seen as a symbol of good luck, prosperity, and strength.
Lost in Translation: Why “Dragon” Falls Short
One of the key differences between the Chinese loong and the Western dragon is their symbolism. The Chinese loong is typically seen as a benevolent creature that brings good fortune, while the Western dragon is often portrayed as a fearsome monster that must be slain.
The loong is associated with agriculture and water, which are essential for survival. As a result, the loong is seen as a protector and bringer of good fortune. In contrast, the Western dragon is often associated with chaos and destruction.
Even from the anatomy of the creature, Western dragon usually are depicted with wings, often standing up, and fire-breathing. Chinese loong on the other hand, are long and wingless creatures, usually gliding or flying across the sky.
A Branding Opportunity: Loong’s Promise and Potential
Enforcing consistency
Using the Year of the Loong as the marker to make this shift is a smart move. Partnering with global brands like Huawei and doubling down on introducing to the world ‘this how we’re spelling it, it’s loong with double O.’
Thinking about loong as a ‘brand’, consistency is critical. Imagine if global brands were spelled wrong — Microsoft as ‘MicroSoft’ or ‘Micro soft.’ The inconsistency of brand name reference is detrimental. So, highlighting ‘loong’ right out of the gate and sparking conversation is definitely beneficial in enforcing consistency.
Preserving Cultural Meaning
Often, words are translated to English to help with comprehension and communication. When the phonetic pronunciation is dropped, meaning is also lost. This is the case with the Chinese dragon. Just because someone long ago in history decided to translate loong to ‘dragon’ doesn’t mean it’s the best solution. There’s only so many words in English. In some instances, the translation is an exact fit. But, in most cases the translation is merely a “partial” fit.
Can you imagine if ‘croissants’ were translated to just ‘flaky bread’? All across the board, we’re seeing the flattening of culture. Recently, it’s been discussed from the angle of it driven by AI and technology. However, if culture isn’t purposely retained, it may unconsciously flatten throughout time. It’s easy for people to go for the average and the easy. It’s critical to intentionally retain languages and culture.
Symbolism in the Name
Evaluating ‘loong’ from a strategic perspective, similar to how one evaluates wordmarks or brand names. The primary question is: what is the meaning or feeling that we want to evoke with the name? For me, there’s many qualities that make Loong a fine name.
Firstly, look at how the word is presented. Loong. The shape of the word echos the creature it represents. Visually echoing the majestic form of the loong, the “L” gracefully extends like its head, while the tail of the “g” curls subtly, mirroring its powerful tail.
Pronunciation plays a crucial role in brand recall and recognition. Fortunately, “Loong” boasts effortless pronunciation compared to “dragon.” This simplicity increases the likelihood of people remembering and using the correct term. Additionally, its phonetic similarity to “long” reinforces the symbolic association of the dragon with longevity and prosperity, further enriching its brand value.
Public acceptance of “Loong” appears promising. While a Wechat survey (though potentially biased towards a Chinese audience) showed over 90% favoring “Loong,” it highlights a potential opportunity to reclaim cultural ownership. Similar to how brands unite employees, adopting “Loong” could foster unity and cultural pride among people of Chinese descent.
However, introducing new concepts requires education. Initial confusion is inevitable, but consistent use in campaigns, products, and educational efforts can solidify “Loong” as the preferred term for the Chinese dragon.
Closing thoughts
Beyond politics, lies a cultural journey
While some view the “Loong” movement as political, I see it as a chance to celebrate and share cultural diversity. For centuries, translations have flattened meanings, erasing the nuances that define cultural touchstones like the dragon. Reclaiming “Loong” isn’t just about a name; it’s about cultural ownership and ensuring its true essence transcends borders.
This trend reflects a shift
As global communities embrace diversity, companies like Samsung and Xiaomi retain their original names, showcasing cultural strength. “Loong” can be the starting point, encouraging others to explore the richness of cultural pronunciations and meanings.
Let’s embrace the dialogue
What are your thoughts on “Loong”? Are there other cultural concepts that deserve their phonetic recognition? Share your views and join the conversation!
