Century-old famous Chinese snack producer wants “go believe” for English trademark

TIANJIN, Oct. 12 (Xinhua) -- 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.