OK, so you’ve heard of kopi luwak, right? Just in case you haven’t, here’s some Wikipedia for you:
Kopi luwak, or civet coffee, refers to the beans of coffee berries once they have been eaten and excreted by the Asian Palm Civet (Paradoxurus hermaphroditus). The name is also used for marketing brewed coffee made from the beans.
Given the process by which this coffee is created, it’s not too surprising that we elect to refer to it in English by a foreign name–kopi luwak–rather than actually giving it a descriptive name. I mean, you can’t just call it “cat crap coffee,” charming as the alliteration may be, right? Well, you can in Chinese.
The Chinese name is 猫屎咖啡, literally, “cat crap coffee.” If you want to be a little cruder, the translation “cat shit coffee” is no less accurate.
What kind of blows my mind is that a coffee shop in the business of trying to sell this product (and it’s kind of expensive coffee) just straight up calls it 猫屎咖啡 (“cat crap coffee”). Don’t strain yourself too much with the marketing effort, right?
You can ask your Chinese friends if they’ve heard of 猫屎咖啡, and probably most of them have. What you won’t hear is them saying things like, “isn’t it weird that we just call it ‘cat shit coffee?’” Well, I have to hand it to the Chinese for calling a spade a spade.
But what I find even crazier is that there’s now a coffee chain expanding to multiple locations in Shanghai that goes by the very name “猫屎咖啡.” So some entrepreneur heard of this coffee, liked it, and decided he wanted the word “shit” in both his main product’s name as well as the name of his very business. Now that’s bold. Sassy, even.
The English name for the Chinese chain is, notably, “Kafelaku Coffee.”
Looks like there’s some backlash forming around this particular strain of coffee in the UK. I can’t imagine it’ll faze the Chinese market, though!