Accurate translation services have become crucial for businesses aiming to expand their reach and ensure smooth operations across different regions. One notable example of the importance of precise translations is the menu mistranslation incident involving China Eastern Airlines. This mishap provides valuable insights into the significance of professional translation services and the potential repercussions of neglecting them.

What happened?

A passenger on a China Eastern Airlines flight shared a photograph on social media claiming to be an English menu translation mistake with the words 'imported dog food with okra' on it. The image posted by Conrad Wu purportedly depicts the business class menu, which includes meat, seafood, and soup selections.  

Conrad's tweet in Chinese was roughly translated to English as "China Eastern Airlines Business Class menu, what exactly is it?".  

The photograph instantly went viral on social media, with many people shocked at the menu item. Some even joked that it may be a hot dog.  

One individual, dissatisfied with the English translations, stated, "Almost 90% of the English on the menu is incorrect. "What a joke for an international airline."  

It turned out that the menu item was meant to read "imported cured meat," which is a popular appetizer in Chinese cuisine. The Chinese terms for "cured meat" (腊肉) and "dog meat" (狗肉) have the same pronunciation, which caused the translator to be confused.  

China Eastern Airlines responded to the criticism, emphasizing that adding "imported dog food" was merely a "typographical error." They have since corrected the menu and apologized for any trouble or confusion caused by the error. The airline has committed to improving its quality control and translation procedures. However, they have not revealed the translator's name or the consequences of the error.

How did this happen?

The mistranslation incident involving China Eastern Airlines' in-flight menu can be attributed to several interconnected factors. These issues highlight common pitfalls in the translation process that can lead to significant errors when not properly addressed.

Reliance on Automated Tools

The airline likely relied on automated translation tools such as Google Translate or other machine translation software. While useful for basic translations, these tools often fail to translate nuanced or context-specific text accurately. Machine translation can struggle with idiomatic expressions, cultural references, and specialized terminology, leading to literal and often incorrect translations.

Lack of Professional Oversight

Professional translators undergo extensive training and possess a deep understanding of both the source and target languages, along with their cultural contexts. The absence of such professionals in the translation process means there is a higher chance of errors. In this case, it appears that the menu translation did not undergo review by a skilled translator who could have identified and corrected the mistakes.

Cultural Misunderstanding

Translators must adapt the content to fit the cultural norms and expectations of the target audience. In this incident, the translation did not account for how the dish description would be perceived by English-speaking passengers. A professional translator with cultural insight could have provided a more accurate and appealing description.

Implementation of Quality Control Measures

Quality assurance processes involve multiple layers of review, including initial translation, editing, proofreading, and final approval. These steps help catch and correct errors before the text is published or distributed. The absence of such rigorous quality control likely contributed to the menu mistranslation.

The Lessons of Translation  

The China Eastern Airlines menu mistranslation highlights several key lessons for businesses operating in multilingual environments:

Importance of Professional Translation Services

Relying on automated translation tools or unqualified translators can lead to significant errors. Professional translation services ensure accuracy and cultural appropriateness, reducing the risk of embarrassing mistakes.

Cultural Sensitivity

Effective translation goes beyond word-for-word substitution. Understanding cultural nuances and context is crucial to convey the intended message accurately. Businesses must work with translators who are not only fluent in the target language but also culturally aware.

Quality Control and Proofreading

Implementing rigorous quality control measures, including proofreading and multiple reviews by native speakers, can catch errors before they reach the public. This step is essential for maintaining credibility and professionalism.

Brand Image and Customer Trust

Mistranslations can harm a brand's image and erode customer trust. Investing in high-quality translation services is a small price to pay compared to the potential damage to reputation and customer relationships.

Global Market Competitiveness

Accurate translations are vital for businesses aiming to compete in global markets. Clear and precise communication in the local language helps in building strong connections with customers and partners.

Conclusion

The China Eastern Airlines menu mistranslation serves as a stark reminder of the importance of accurate and culturally sensitive translations. Businesses must recognize the value of professional translation services to avoid similar pitfalls and protect their brand image.  

Partnering with a reputable provider like Wise-Concetti ensures that translations are precise, culturally relevant, and of the highest quality, thereby enhancing global communication and fostering stronger connections with international audiences.