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VIDEO: Cornish Pasty To Be Renamed In Chinese

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6:01am 9th December 2014

The Cornish pasty is being renamed - in Chinese.

Several famous Duchy landmarks are being included in a new campaign, including Land's End and the Minack.

People from China will be asked to give names to locations and traditions here to encourage them to visit.

Joss Croft, Marketing Director at VisitBritain said: “Naming is very popular in China and this is a fun way of getting Chinese people to think about and describe places and experiences across Britain, especially as some of the British names are difficult to translate or pronounce in Chinese.

"This campaign will raise the profile of Cornwall among Chinese consumers and drive increased visits from this valuable tourism market. We would love local communities to get behind the campaign and suggest other places and locations to rename via our hashtag #greatnames.”

The new Chinese names for the Cornish pasty, Padstow, Land’s End, St Michael’s Mount, the Minack theatre and the Lost Gardens of Heligan are due to be unveiled in March next year.

In China it is popular to give Chinese names to favourite celebrities, places and foods - for example, British actor and Sherlock star, Benedict Cumberbatch, has been affectionately named ‘Curly Fu’ by his Chinese fans. The six chosen Cornish attractions were selected as being of particular interest to Chinese people, yet currently without a Chinese name.

The campaign hopes to attract more visitors from the rapidly-growing tourism Chinese market and encourage them to travel further afield around Britain. In 2013 Britain welcomed 196,000 visits from China (up 10% on 2012), which contributed £492 million to the UK’s economy (up 64% on 2012). Chinese tourists spend an average of £2,508 per visit compared to the overall average spend of £640 per visit.

You can watch the video for the new campaign here...

6:01am 9th December 2014

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