Tianjin Goubuli Catering (Group) Corp., producer of famous
Chinese steamed stuffed bun "goubuli", has applied for a trademark
registration to use "go believe" as its English trademark.
Zhou Xueqian, head of general affairs of the company, said the
new English trademark was picked from many suggestions since it
began to solicit English names for goubuli recently.
"It was chosen because it has a similar pronunciation with
goubuli and it is simple and easy to remember," said Zhou. "Foreign
customers would like to go to an honest restaurant as implied by
'go believe'."
The goubuli brand first appeared in 1858. A poor village boy
nicknamed "gouzhai (puppy)" went to Tianjin and apprenticed at a
food shop at the age of 14. Years later he started his own business
of steamed stuffed buns.
Each bun has 15 wrinkles and looks like a chrysanthemum. Soft
and delicious, the bun soon attracted numerous customers.
Gouzhai became so busy at the shop and had no time to speak with
customers, who complained "Gouzhai sells buns but does not speak to
people". The saying was then shorten to goubuli, which means
"gouzhai does not speak to people."
The application for an English trademark registration reflects
the growing awareness of Tianjin Goubuli Catering (Group) Corp. in
intellectual property rights, said Mi A'qian, brand consultant of
the company.
The application is waiting the approval of the national
trademark bureau.
Goubuli buns and 395 other cuisines around the country were
awarded the title "Famous Chinese Snack" by the China Cuisine
Association in 1997.
(Xinhua News Agency October 12, 2007)