Foreign Branding - in Non-English-speaking Countries

In Non-English-speaking Countries

• Germany's "Rock Hard" and "Metal Hammer" magazines.
• In Japan Pocari Sweat, a popular sports drink marketed in Japan by the Otsuka Pharmaceutical Co., has a name that to many English speakers would imply that the product actually contains sweat, rather than the intended meaning of a beverage intended to replace the electrolytes lost in sweating.
• Roland is a Japanese manufacturer of electronic music equipment with the name being chosen with the global market in mind. It is however difficult to pronounce for Japanese speakers, as they cannot differentiate "l" and "r" sounds.
• The Swedish snack food company Estrella is named after the Spanish word for star.
• Seoul Metropolitan City Development (서울도시개발공사 Seouldosigaebalgongsa), a corporation owned by the Seoul Metropolitan government changed its name to Seoul Housing Corporation or for short SH공사 (에스에이치 공사 Eseueichi gongsa).
• Korea Tobacco and Ginseng Corporation (한국담배인삼공사 Hangukdambaeinsamgongsa), a corporation formerly owned by the Republic of Korea government changed its name to KT&G Corporation (주식회사 케이티앤지 Jusikhoesa keitiaenji) after privatization. KT&G is an acronym for Korea Tomorrow and Global, not Korea Tobacco and Ginseng.
• South Korea-based LG Electronics (엘지전자 Eljijeonja) named its washer and dryer line Tromm (트롬 Teurom). One of the reasons for selecting this foreign sounding name was to imply to the Korean domestic market a connection to the perceived superior quality of foreign brands - but Tromm is a now a global product line.
• The main news program of Munhwa Broadcasting Corporation (문화방송주식회사 Munhwabangsongjushikhoesa), a terrestrial broadcaster in South Korea, is called MBC Newsdesk (엠비씨 뉴스데스크 Embissi nyuseudeseukeu).

Many South Korean government-owned companies use foreign branding.

• Korea Electric Power Corporation (한국전력공사 Hangukjeollyeokgongsa), a corporation owned by the Republic of Korea government uses a brand KEPCO(켑코 Kepko).
• Korea Electrical Safety Corporation (한국전기안전공사 Hangukjeongianjeongongsa), a corporation owned by the Republic of Korea government uses a brand KESCO(케스코 Keseuko).
• Korea Expressway Corporation (한국도로공사 Hangukdorogongsa), a corporation owned by the Republic of Korea government uses a brand EX(이엑스 Iekseu).
• Korea Land and Housing Corporation (한국토지주택공사 Hanguktojijutaekgongsa), a corporation owned by the Republic of Korea government uses a brand LH(엘에이치 Ereichi).
• Korea Minting & Security Printing Corporation (한국조폐공사 Hangukjopyegongsa), a corporation owned by the Republic of Korea government uses a brand KOMSCO(콤스코 Komseuko).
• Korean Railroad Corporation (한국철도공사 Hangukcheoldogongsa), a corporation owned by the Republic of Korea government changed its brand to Korail(코레일 Koreil). Korail is a portmanteau of Korea and Railroad. The operator's high speed rail system, Korea Train Express (한국고속철도 Hangukgosokcheoldo) is marketed as KTX (케이티엑스 Keitiekseu), which stands for Korea Train eXpress.
• Korea Water Resources Corporation (한국수자원공사 Hanguksujawongongsa), a corporation owned by the Republic of Korea government uses a brand K-Water(케이워터 Keiwoteo).