Chianti is "Kang Di": Consortium has the ideogram.

Chianti is "Kang Di" is the "Health of the Emperor". The Chianti Wine Consortium has registered the brand-ideogram in China.

"To avoid - underlines the president of the Consortium Giovanni Busi - mistakes or scams, we decided to register the trademark in China with a Chinese name which means" Health of the Emperor ", a concept of sure effect and evocation for Chinese citizens.

The ideaogram is already downloaded from the Consortium website, now the translation of Chianti wine is only one.

"This idea - adds the president of the Consortium - has matured from the important transfer made by the Chianti Wine Consortium to some eastern countries. As part of this experience, it was found that the translation of the Chianti denomination into Chinese, to be reported on the label, can lead to a multiplicity of different results, often incorrect or not attributable to the product. Proof of this - explains Busi - is that, until today, the term Chianti in Chinese, to be put on the label, has often been delegated to Chinese importers, with the result that many translations are found on the market, often very different. of them, which have generated in Chinese consumers a feeling of lack of clarity and consequent disorientation ".