The famous Dumpling Restaurant Group “Goubuli” has formally launched its English brand name “Go Believe”.

The new English name has been adopted, in the group executives’ words, to improve worldwide awareness of the 150 years history famous dumplings as well as to better protect the brand name.

“Go Believe” appears now on the front door of the store in Tianjin and it is actually a pure phonetic translation from the original Chinese name which originally means “dogs would not dare to eat it”.

Whereas we often see foreign companies adopting phonetic translation of company names into Chinese, here it is a fresh new example of a Chinese company doing exactly the contrary: are we assisting to the birth of a new naming trend?