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A Chinese woman reads newspaper beside an advertisement for a U.S. fried chicken fast-food chain in Shanghai January 16, 2004. Hot wings and spicy chicken legs could soon tempt palates in Tibet as KFC wings its way to the roof of the world and the only part of China it has yet to conquer. The U.S. fast-food chain with 1,000 outlets throughout the world's most populous country, has permission from the government to enter Tibet, Samuel Su, Yum's greater China chief told reporters on Thursday. REUTERS/Claro Cortes IV CC - RTRADBQ
Reuters/Claro Cortes
Chick or chic.
WHAT CHICK DO YOU SELL

What does a fried chicken restaurant have to do with prostitution? China wants to know

Echo Huang
By Echo Huang

Reporter

One business in China is learning that a play on words can get it in trouble with the government.

A fast-food fried chicken chain called Call a Chick is currently under investigation in Shanghai because its name happens to be a suggestive Chinese slang phrase.

In early November, the mother of an eight-year-old boy reported the restaurant to local industry and commerce officials (link in Chinese) in China’s southern city Chengdu, where one of the franchises is located. The woman, whose last name is Chen, said her son asked her to explain the restaurant’s name, and though she told him it was just a fried chicken restaurant, he repeatedly used the phrase “call a chick” in the following days, forcing her to “deal with it.”

In Chinese, the term chick, or ji in Mandarin, is often used to refer to female prostitutes, and the last two words in the Shanghai-based restaurant’s name, Jiao Le Ge Ji, informally refers to getting a prostitute.

The restaurant cheekily applied the play on words to its slogan: “A restaurant specializing in making chicken” can also be read as “A restaurant specializing in providing prostitution.” Its menu also included an item called ”a chick without sex life.”

Weibo
“A chick without sex life” also appears on the restaurant’s menu.

The complaint got the attention of Shanghai Industry and Commerce Department. An official said (link in Chinese) that the restaurant’s advertisement, slogan, and menu were suspected of breaking China’s advertising law (link in Chinese), which specifies that advertisements “hindering societal public order or violating good social conduct” and “containing pornographic, sexual, superstitious, terrorist or violent contents” are forbidden.

“We specialize in making fried chicken and use virgin chicken as materials,” said the restaurant on a Nov. 18 statement (link in Chinese). “Our target customers are 18 to 28 so we set our slogans and advertisements catering to the group.” The chain said it would change its slogan, menu, and ads, but did not admit any involvement in prostitution.

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