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Local university students in Shanghai are being asked to translate material for famous Chinese brands to celebrate International Translation Day on September 30.

The Science and Technology Translators' Association of the Chinese Academy of Sciences has material relating to nearly 100 traditional brands based in Beijing.

Shanghai-based brands, such as famous textile and garment manufacturer Heng Yuan Xiang, will also be added to the list from next month, association officials said at a promotion on campuses in Shanghai yesterday.

"We are trying to help more foreign friends understand the essence of our traditional Chinese brands, as well as arousing more people's interest in translation," said Huang Ji, director of the association's industry studies center.

The competition, open to all those interested in translation, will cover seven foreign languages, including English, French, German, Spanish, Russian, Japanese and Korean.

Source texts for translation include the corporate philosophy, concept and motto for old enterprises and brands, many of which are written in classical Chinese.

At present, however, most old brands find it difficult to convey their traditional concepts to foreigners because of the lack of proper translations.

"Many foreigners also find it difficult to pronounce and remember brands in Chinese pinyin, which will hamper Chinese brand promotion among Western consumers," Huang said.

Local university students can submit their translations to their school youth league or via the Website before November 30.

The association will invite an expert panel from the Chinese mainland, Hong Kong and Singapore, as well as brand owners and foreign consumers, for evaluation in December.

(Shanghai Daily September 24, 2007)