Language missteps, or how Fukushima Industries became the newest cautionary tale for brand owners

Branding bloopers are not a new phenomenon. Over the years there have been several – now notorious examples – of the perils of global marketing as brands either choose inappropriate names for their target markets or suffer bad publicity when existing brands are translated into foreign languages. Fukushima Industries’ newest mascot now joins their ranks, serving as another cautionary tale to brands in Asia who may be targeting export markets.