Signs, menus, and ads—awkward English in Korea survey results continued

• What do people think about awkward English in Korea—size matters
• What do people think about awkward English in Korea—so you want to be a global hub?
• What do people think about awkward English in Korea—it portrays a poor image
• The question we all want an answer to—why aren’t native speakers consulted?
• Why not consult a native English speaker? They. Don’t. Care.
• What do people think about awkward English in Korea—some English is better than no English
• What do people think about awkward English in Korea—just for decoration
• We don’t need no English—stick with Korean on signs
• What do people think about awkward English in Korea—don’t get rid of a source of entertainment
• What do people think about awkward English in Korea—general comments
• A shoutout to my followers and supporters
• What do people think about awkward English in Korea—the verdict

In Part I of this blog, I shared the survey results on awkward English in Korean signs, menus, and ads. In Part II, I’m going to share what people think about awkward English in Korea in signs, menus, and ads.

Most of the questions in my 10-question survey were multiple-choice questions. But I asked one open-ended question at the end. 

What other thoughts would you like to share about the English that appears on things like signs, menus and advertisements in Korea?

Not everyone chose to answer, but several survey respondents did. I’ve grouped those responses into common themes to discuss.

What do people think about awkward English in Korea—size matters

I saw this response in comments to my posts sharing the survey and survey responses. Several people said their opinions depended on the size of the business. They were much more forgiving of smaller “mom-and-pop” stores—less so for larger corporations. No one stated what the cutoff was. We can assume it’s chain franchises and larger corporations. 

This also extended to the government. Many felt that government communications, including signage, are “official.” Thus, this English should be 100% accurate. Several people asked the same question. Why don’t large corporations/the government use native-English proofreaders? More on this later.

This isn’t a new idea. A quick Google search on this topic will yield articles such as this one and this one. At one point, Seoul even launched a campaign to get foreigners to report errors on signs.

Some also pointed out that the target audience matters. If it’s English speakers, more effort must be made to deliver high-quality English signs and ads. But people were more forgiving of small businesses that wanted to use English to appear “stylish.” Again, I’ll come back to this.

Here are some of the comments from respondents on this issue. I’ve copied and pasted the comments without edits. All these comments were from non-Korean-speaking respondents.

• I’m always baffled why larger companies don’t hire someone to give their English the once over… ever seen the shit-show that is a Twosome Place cafe’s wall?! Could be better utilized and improved on the metro system in Seoul 
• Depends on the business. If Samsung is making mistakes I’m less tolerant. If a small / med business is making mistakes then I’m not bothered (at least they tried)
• Some of my answers depend on the size of the business. Not all businesses need to target all consumers. A mom and pop restaurant? Nice effort, and no English would have been fine, so mistakes are acceptable, even endearing. A mega-corp? Bad English looks cheap and arrogant. A government? Disappointing
• My opinion differs depending on the size of the business and where the error is.
• All depends on the organisation. Govt and large organisations etc should be 100% accurate. Small businesses it doesn’t bother me at all and at least they tried.
• I think you should differentiate between menus/restaurants and other businesses. If I’m at a small family run restaurant, it would be ridiculous for me to mock their english translations- its nice they tried! However, if it’s a startup or a professional business CATERING to english speakers, their english translations are very important to build trust with the customer. If it’s a small business, then it’s fine.
• The answer to many of these questions would be ‘it depends’. Some have definitely made me laugh and share on social media, some just make me sigh, or think ‘good effort’. Depends on the size of the business and their target clientele 
• I’ve been here long enough that it stopped bothering me mostly, but I expect major corporations and the national government to be (mostly) error free. 
• If it bothers me is depending on the target group. If it is important for foreigners e.g. in an official context wrong or misleading English is problematic. If a coffee shop tries to look cool with weird English sign boards to their mainly Korean customer I do not really care, in this context it is usually more entertaining.

If you’re a small/medium-sized business, having error-free signs, menus, or ads might not be as important. But it can’t hurt, right? If anything, it could help set you apart and showcase your professionalism. But there’s no excuse for large corporations/chains or government departments. They need to take steps to ensure any English copy they produce is error-free.

What do people think about awkward English in Korea—so you want to be a global hub?

Another theme that emerged was similar to the previous one. But these comments focused on Korea’s desire to portray itself as a global hub. If that’s the goal, many felt inaccurate, awkward English only undermines that effort.

Here again, the importance of audience emerged. Some people felt awkward English and poor translations are holding Korea back from becoming a global hub. Some pointed out that more and more foreigners are coming to Korea. As such, the importance of getting things right is more important than ever.

Several Korean respondents agreed with this opinion. They noted that accurate English is essential for Korea to participate on the global stage.

Again, I’ve copied and pasted the English comments unedited. Korean comments have also been copied and pasted, accompanied by rough English translations.

• They should at least try to translate it with the international audience in mind thereby the need for professional translators. 
• Incorrect English will have an adverse effect on international business deals and communication.
• With the increase in tourism to Korea, there really isn’t an excuse to ensure English translations are accurate. At best, poor translations will result in confusion; at worst (and especially at restaurants) it can open up businesses to litigation, especially if it results in some sort of injury (ex: a poor translation leads to a tourist inadvertently eating something they have an allergy to). 
• As a ‘global’ hub (as they like to advertise/infer), more care should be addressed.
• Korea pushes being a global country open for global business. Poor translations are one of many things holding them back from being a true global business hub.
• As the number of foreigners increase in Korea, attention to details such as this will matter more and more if Korean businesses want to be considered on the same level as other global businesses. Since 2017, the visible influx of foreigners has likely tripled or quadrupled. 
• Both governments, national and local, as well as businesses need to care more about it. 
• 글로벌시대이다 보니 쓰는건 당연하지만 제대로 잘 사용했으면 좋겠다 (In a global age like we’re in these days it’s natural to use more English in signs, but I think it should be used properly.)
• 외국인의 수가 많지 않을 때는 그냥 웃어 넘기는 수준이었지만 (직접적인 외국인 사용자들은 불편했더라도) 이제는 외국인들이 많이 늘었기 때문에 영어 오표기에 대한 인식 개선은 필요하다고 생각합니다. (In the past when there weren’t many foreigners living in Korea, we could just laugh about it, but since there are a lot more foreigners living here now, we should improve our awareness about poorly used English on signs.)
• 제대로 해야 합니다 그랴야 글로벟 코리어가 될 수 있습니다. (English should be used properly so that Korea can become a global country.)

What do people think about awkward English in Korea—it portrays a poor image

Hmmm…ever heard me mention something similar to this? (Like here, here, or here.) 😉

But seriously, awkward/incorrect English copy has the potential to do more harm than good. As I’ve said before, fair or not, spelling and grammar mistakes make you seem less professional or competent. It doesn’t matter whether your business relies on English accuracy or not.

Some people pointed out that displaying offensive or unacceptable English words or phrases is less than ideal. No one expects a Korean business owner to know every English slang term or sexual innuendo. But that’s why consulting a qualified native English proofreader is essential. Grammarly (affiliate link) or ChatGPT can catch most of your spelling/grammar errors. But they won’t always flag inappropriate content.

A Korean respondent commented on this. They noted how these kinds of errors can affect brand image. I can almost guarantee Kia didn’t consult any English speakers when it revised its logo. I still struggle to see Kia, even though I know what it is. It still looks more like VAVA to me.

• More awareness of, and effort to avoid, offensive or unacceptable terms, especially when a Korean equivalent would be considered unacceptable (t-shirt slogans, advertising, derogatory terms etc).
• “There are many cultural differences that also lead to misunderstandings in the English translations. 
• Like sexual innuendos being used inadvertently.”
• It makes a business look 2nd rate when not presented professionally and correctly.
• It needs to stop, it makes Korean businesses look lazy. After all, there’s Google and ways to check.
• It bothers me, it affects my opinion of a company, especially if they’re a multi-national, but I’m not sure it bothers other people the same way
• 공공기관 또는 공적인 부분에서의 실수 : 한국의 이미지실추, 기업의 실수 : 브랜드 이미지 실추와 그로인한 영업이익손실 로 이어진다고 봅니다 (Mistakes made by public organizations give Korea a bad reputation and mistakes made by companies lead to a loss in their credibility and can lead to a loss of money.)

The question we all want an answer to—why aren’t native speakers consulted?

A common theme in the above responses can be best summarized as: “It’s important to seek a native speaker’s advice.” Comments on this theme accounted for the greatest number of comments on a single theme.

These comments kind of fell into two viewpoints. The first is that unqualified people are responsible for signing off on English copy. In some cases, that means Korean superiors who “think” they know best—but really don’t. In others, it means that no one thought it was important enough to contact a professional native English speaker.

And that’s the second central theme—why don’t large companies employ/consult native English speakers? This is something both English and Korean speakers commented on. Many Korean commenters felt the government should take responsibility for this. They want the government to do a better job and to create resources for other businesses to consult.

It would appear I’m not alone in this thinking. I notice mistakes practically every time I leave my home. That’s why I created DC CopyPro. It’s why I offer free help to small/medium-sized businesses with quick questions. I think having a qualified, native-speaking professional involved in this process is essential. Several commenters agreed.

Interestingly, these comments were almost equally split between English and Korean-speaking commenters.

• When I was working at a public elementary school, English signs were put up in the newly renovated library. Every sign in English was grammatically wrong. I wan’t asked my opinion before the signs were made. I was the only native English speaker working at that school. I don’t know why I wasn’t asked.
• I think many business owners think they know English better than they do, and there is almost a chauvinistic unwillingness to seek help 
• I think there are “experts” out there that lack expertise but still get business translating. 
• From my personal experience, the quality of English translation is dependent on the proficiency of the leader of the team or department. Ego, or fear of embarrassing the leader is a growing barrier. This is especially true when the leader/executive has some fluency with the English language. Awkward or the use of archaic vocabulary gets approved even after these are flagged because the staff member perceives any additional effort to explain the recommended changes would draw unwanted attention to themselves.
• The quality of English on signs is improving, which is good, but considering the ease of finding a native-level proofreader or with the help of proofing tools, it is striking that mistakes still happen. 
• I wish they would consult someone who actually knows the language. 
• 원어민의 도움을 받아 교정해야 한다 (People should get help from native speakers.)
• 나라에서 전문 부서나 조직을 만들어서 도와주면 좋을 것 같아요 (I think it would be good for the country to make organizations to handle things like this.)
• 지역 지자체들이 서울 중앙에 있는 정부영어교정센터나 무료로 운영되는 센터에 쉽게 의뢰하는 구조를 만들면 좋겠음 (I think a system should be established so that it’s easy for local municipalities to request proofreading from a government center or another center that operates for free.)
• 중앙정부 또는 지자체에서 적극적으로 지원하거나 직접 관련부서를 두고 잘못돤 것들을 정비해가야 합니다 (The government and local municipalities should offer more assistance on this matter and also take down signs that have incorrect English on them.)
• 영어는 세계공용어로서 외국인들도 이러한 오기를 보면 대한민국에는 이를 확인할 영어를 모국어로 쓰는 공무원 또는 파트너도 없나라는 생각이 들 것 같습니다. (English is a universal language. If foreigners see signs that have incorrect English written on them, people may think we don’t even have foreign public officials who can check and correct these mistakes.)
• People should know that Google translator also make errors but many people who aren’t good at English are never recognize it. Human advisory expert needed. (Korean speaker commenting in English)

Why not consult a native English speaker? They. Don’t. Care.

One comment caught my eye, as it’s something I’ve often wondered about. Is it possible Koreans don’t care about using proper English? In this case, three Korean-speaking respondents seemed to agree.

• They. Don’t. Care.
• 별로 중요하다고 생각하지 않았었습니다 (I’ve never thought this was important.)
• I actually don’t care as a customer. (Korean speaker commenting in English)
• 크게 문법까지 신경쓰며 본적이 없습니다 (I was never interested enough to notice grammar mistakes.)

So, if people don’t care, does it need to change? Do we need to educate people about why correct English matters?

Or is there another reason people use so much English in their signage and ads without worrying about accuracy?

What do people think about awkward English in Korea—some English is better than no English

A few commenters shared an opinion I’ve also considered. People appreciate that Korea has made an effort and that there is at least some English. Ask any tourist who’s been to Japan—English is in short supply. During my few trips to Japan, unless at a resort, English is almost nonexistent. Ordering in restaurants often involves pointing at a picture of the dish you want.

So, at least Korea is making an effort. It may not be perfect, and there may be a few humorous errors here and there, but at least it’s there.

• English is used as a courtesy translation so it’s not perfect but Korea does a good job of making them available in most areas.
• I think they are trying.
• Usually, I feel grateful for any efforts to use English at all. However, there are definitely enough resources available that it doesn’t need to be an issue. At best it’s funny, at worst it has led to awkward or even problematic experiences of false advertising (specifically on restaurant menus).
• Better more incorrect English than none

What do people think about awkward English in Korea—just for decoration

I borrowed the term “decoration English” from one of the comments. I think it conveys the idea well. Basically, English is stylish or trendy in Korea—it’s not functional. Style and fashion rarely concern themselves with function or practicality. Using English, even if incorrect or awkward, is simply a trend.

Some commenters claimed Koreans don’t even attempt to read English on signs or clothes. This would certainly explain some of the questionable English I’ve seen Koreans wearing on their clothing! 😉

• It’s complex. Even broken English is sometimes helpful and a nice gesture. Some English on signs etc is just ‘decoration English’, ie. not really aimed at English speakers (not really for communication, and doesn’t harm their image among Koreans). And some public facing, or international facing communications NEED to be at a high standard, and it sucks when it isn’t. ie. the ‘English’ version of the Korean Teachers pension brochure, which is peppered with unclear and vague English, where precision would be impossible. Airports, big brands, city governments should do better. Mom and pop shops – thanks for trying – it’s cute, maybe kind, maybe dumb, but harmless.
• Sometimes the use of English in promotional signage is to capture the eye of the general Korean rather than advertising for foreigners; hence, what looks like bizarre English to a native speaker is humorous or meaningful to Koreans even though it is incorrect.
• I hope they don’t all get fixed. I derive many sensible chuckles from language misuse. On a side note, I asked a Korean friend about a popular shirt found in subway shopping stalls circa 2010 that read “Massachubetts”. She mentioned English is often used on signage and products for style only and that Koreans rarely try to read it even if they are comfortable with English.
• Often, even though materials are in English the target audience is not English speakers. So in many cases it isn’t a huge deal. 
• Trends라서 이해는 하지만, 모국어 보존의 측면에서는 과다한 영어 남용은 아쉽습니다 (I get that it’s trendy but to preserve our native language, overuse of English on signs isn’t good.)

We don’t need no English—stick with Korean on signs

I wondered if anyone would raise this sentiment. It’s an opinion that’s been gaining attention recently. It’s the idea that there’s actually too much English in Korea. A recent article on the subject claims it’s “‘Absurd how Korea treats its people’: English signage fad alienates older Koreans.” Another says, “Korea needs to talk about invasion of English alphabet in everyday signage”. 

Several Korean commenters agreed with this sentiment.

• 우리말 간판 광고 문구로 바꿔야 한다 (We should change signs and advertisements into Korean.)
• 영어간판을 최소화하는게 좋다고 생각합니다 (I think it’s best to minimize English signage.)
• 한국어 간판을 더 많이 써야합니다. (We should use more Korean signs.)
• 영어를 너무 많이 사용하고 있어 안타깝습니다. (I think it is unfortunate that we are using too much English.)
• 한글을 더 많이 사용해야한다 (We should use more Korean.)
• 한국인데 영어나 외국어로 쓰인것을 보는거 부터가 좀 불편하다 (The fact that there are so many English signs used in Korea is a bit uncomfortable.)
• 영어간판을 최소화하는게 좋다고 생각합니다 (I think we should minimize English in signs.)

Perhaps they have a point. If most English in Korea is “decoration English” and serves no purpose, what’s the point? English isn’t an official language in Korea—and that’s not likely to change any time soon. And if it’s not going to be done correctly, perhaps we could do with less English in Korea. What do you think?

What do people think about awkward English in Korea—don’t get rid of a source of entertainment

A few commenters even stated that they don’t want to see all the awkward English in Korea disappear. Why? It’s a source of entertainment that they enjoy! After all, we all make mistakes, right? Why not share a good laugh over them?

• Sometimes I think it’s done on purpose for comedy.
• If it got a lot better, I would lose a source of entertainment! 
• Thank goodness Morning Glory stationary products stopped with tortured expressions on their products. 
• I found it funny at first, and still do. But seeing how frequent it was, it kinda lost its charm
• So funny
• I enjoy coming across odd translations. I know my Korean is terrible, so it’s nice to see I’m not the only one making mistakes. 
• 일본이나 중국 여행 시 엉터리 한국어 표기를 보고 웃었던 기억이 있습니다. 특히 공항이나 지하철과 같이 공적인 장소에서 이를 보면, 그냥 한국인한테 물어보면 될텐데라고 생각했던 적 있습니다. (I remember laughing at signs in Japan or China that used incorrect Korean. I thought, ”Why don’t they just ask someone who speaks Korean before making those signs?”)
• It’s mostly funny to us, English speakers but as an owner or operator I’d never allow such mistakes
• Let them be, that’s a never ending source of fun.

What do people think about awkward English in Korea—general comments

Finally, there were several comments that didn’t fit into any of the above themes. But I thought they were worth sharing.

• Grammatical errors are somewhat understandable; but there shouldn’t be any spelling mistakes!
• While you’re at it, the English copy could be written more catchy/seductively
• Translations should be in full or not done at all. It’s always frustrating when you receive a document only to find out it has been summarized, or some items have been left off. I’d rather translate the Korean myself and get the full picture. It also feels like they are actively censoring/discriminating against non native speakers if this kind of selective translation occurs.
• I think that ‘mistakes’ are sometimes Koreans taking ownership of their English use which is a good thing. Quick example ‘Hyori-ish’ from a decade or so ago. Application of the bound morpheme -ish to create something new and stylish 
• I personally don’t view it as a major issue, but it can be a bit bothersome sometimes. I think if resources and expertise are pooled together, great things can be accomplished. 
• They just need to take the time to ensure that the translations are as clear and accurate as possible. 
• 정확하고 어색하지 않은 표현을 사용해야 한다 (The English used on signs should be accurate and avoid awkward expressions.)
• 사전에 없는 용어의 번역에 대한 가이드 혹은 용어집이 있었으면 좋겠습니다 (I wish there was a guide or glossary translating words and phrases not in the dictionary.)

To the person who wrote that last comment, I’ve already created a similar resource for small business owners!

A shoutout to my followers and supporters

I couldn’t end this blog without sharing a few comments from my “fans.” These comments showed support for my efforts and encouraged me to keep going. Some people wanted to express interest in the survey and the results.

• Keep up the good work, Dean!
• We need more people who bring this to attention. Thank you for the service you provide. 
• Please post the results of this survey. I am curious. 
• Nothing else. Interesting survey
• Great idea!

I’ve said this many times—none of what I do would be possible without the support I get from so many people. From those who send me pics to those who like and comment on my posts and read my blogs—I can’t thank you enough.

What do people think about awkward English in Korea—the verdict

Combined with the results in Part I and the comments here in Part II, we can draw a few conclusions.

1. Most survey respondents have noticed awkward English in Korean signs, menus and ads with some regularity. The problem is real—91.6% of survey respondents feel the quality of English in Korea needs to improve.
2. Most people would like to see the quality of English in Korea improve. This is especially true of larger companies and the government. But many appreciate businesses that make an effort—especially smaller establishments.
3. Errors in English copy can portray a company negatively. About 66% of respondents felt it affects a business’s image. And 52.7% stated it makes a business seem unprofessional. This may end up impeding Korea’s goal of becoming a global hub.
4. Native-speaking professionals should be consulted to avoid errors and unintended offence. The government should ensure its English communications are professional. It should also establish resources to help businesses with this.
5. Some businesses/organizations may not care about using correct English. For them, English is trendy or stylish. Additionally, 31.4% of respondents believe business owners may not think accurate English is important.

What does this mean for me? I think there’s still a need for the services I provide. AI and non-native speakers can’t regularly catch every mistake. Slang, sexual innuendos, and double-entendres will slip through. Using accurate, flowing, natural English can only benefit a business. Cost may be the only downside. But you can argue that investment may result in more business. This would offset the cost and help to build a better, more professional brand image.

I’m not going anywhere. I’m going to keep posting, explaining why signs, menus, and ads are wrong, and offering suggestions. I’ll keep offering free tips and advice for small businesses on small tasks. 

Oh, and one last thing. I won’t rest until I’ve eradicated the scourge of the “Grand Open” sign from Korean shores!

I’d love to hear your thoughts on the results of this survey. Please leave a comment below and let me know what you think.

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