An outdoor advertisement of Nippon Paint in Thailand. Southeast Asia is the "birthplace" of Nippon's market outside Japan
Preface
When Goh Cheng Liang decided in 1990 that the Chinese name of the paint brand "Nippon Paint" he operated in Southeast Asia was "Nippon", he certainly did not expect to attract such a long-term and difficult to mediate misunderstanding in the Chinese market.
In that year, when China and Singapore established diplomatic relations, Wu Qingliang was inspired by the four words of "establishing diplomatic relations". Thinking of the homophony of "establishing a state" and "Nippon", he established Nippon Paint's Chinese brand name (in this series, if there is no special need, we will use "Libang" to refer to Chinese and English brands and associated company names) - but after entering the Chinese market two years later, the word "Libang" is interpreted as "Jianbang Libang" by Chinese insiders.
"This is the" wolf ambition "of a nation." Unfortunately, there is a shadow of Japanese capital behind Nippon - Nippon's brand, products and technology are all originated from a company called Nippon Paint Holdings Co., Ltd. (transformed into Nippon Paint Holdings Co., Ltd. in 2015, hereinafter referred to as "Nippon Paint" and "Nippon Paint Holdings" for short). Considering the far-reaching history of hostility in the history of China and Japan, in the period of nationalism, this background has become the "unspeakable pain" for the establishment of a state to carry out business in the Chinese market, which is still looming today.