The Language and Branding of QQ in China

Last week Josh left the following comment on my post, “An Introduction to Virtual Currency in China”:

“Speaking of QQ, I’m pretty interested in the company behind that brand. I’ve seen the QQ logo everywhere from candy to cars. Are they really that diversified or is it just various companies using that particular popular brand association?”

This was not the first time someone has brought this to my attention so I decided to take advantage of this opportunity to clarify QQ in China.

QQ1: Tencent Holdings
Tencent uses QQ branded products in the realms of instant messaging, online media, mobile & telecom, interactive entertainment and value-added services. The two most well known QQ branded products are QQ instant messenger and QQ Zone.

(QQ Messenger and the QQ Penguin)

QQ2: Chery Automobile
Chery, a domestic car manufacturer, produces two small-sized car models both named QQ: QQ3 and QQ6. Chinese consumers can purchase the QQ for as little as 40,000 RMB (under $6,000). Thus, the QQ along with several other inexpensive car models are known to many as 二奶车 ernaiche. Translation: 二奶车 means a car that a married man buys his mistress.

(Chery QQ)

QQ3: Taiwan QQ
When I lived in Taiwan I never knew the actual word for “chewy” in Chinese. Taiwanese refer to all things chewy as “Q” especially the small tapioca balls at the bottom of bubble milk tea (the drink of choice that can be found at one of thousands of small tea stands across the island nation).

旺旺, Want Want China Holdings Limited, is a Taiwanese food and beverage manufacturer.  One of Want Want’s best known products is QQ candy (also found on the mainland).

(Bubble Milke Tea & QQ Candy)

QQ4: Cartoon/Cute
“他长的很Q!” “He looks so Q!” The meaning of Q in this context is cute like a cartoon character. Q版 or “Q version” is a cute/cartoon version of something real. See below for an example:

(Original & Q Version of Jay Chou Image)

These are four different usages of QQ in China. Do you know of any other instances that were not mentioned above? Leave a comment and start the conversation…

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