The burger giant is making certain customers wonder why it's hating itself.

If you take a few minutes to look at any kind of business news website, you're bound to find a story about how McDonald's is scrambling; scrambling to find their way back to dominance in a fast food landscape that's changing, scrambling to explain that their ingredients don't involve slime, scrambling to convince the public that their food won't cause a heart attack the moment a Big Mac meets your lips.

But this isn't going to help them in the reputation department to their Chinese market.

The company's "I'm Lovin It" campaign isn't going over nearly as well in China as they would hope.

McDonald’s slogan in Chinese is 我就喜欢  (wo jiu xihuan).  The second word in this sentence is used to emphatically contradict what someone else has said.  The natural implication is that the speaker is responding to someone who has just insulted McDonald’s food.  While there is no perfect English translation for the phrase, it has the same essential spirit as “I like it no matter what you say!”

The phrase works as a response to someone saying, “Why do you eat that garbage?” or a variety of other insults.  But it is hard to imagine how or why a person would ever say this phrase in a conversation except when responding to insults against McDonald’s food.

 

Yikes. Well, hey, maybe it'll make people view the multinational conglomerate as an Eeyore-esque lovable sad sack and start eating there out of sympathy.

Hey, I'm an optimist.

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