Behind and beyond the languages: public signage translation in a Yangtze Delta city in China

Ningbo, a coastal city in the Yangtze Delta in Eastern China, was one of the host cities of the 2023 Hangzhou Asian Games. In preparation for this major sports event, the project ‘Prepare for the Asian Games and Improve the English Translation for Public Signs’ was launched and funded by the foreign affairs bureau of the municipal government to improve public signage translation. This initiative is part of a broader city branding effort to present Ningbo as a modern, international city. Experts from three universities were consulted to check and revise bilingual signs in the city. The challenge of this project was to find a subtle balance between national regulations, regional identity, and linguistic justification before the government translators determined the final version. This research sheds light on the rationale and evolution of bilingual signage in China, according to geolocation, economic status, and historical circumstances. Through the lens of framing theory, the analysis of decision-making in the bilingual translation of public signage goes further and deeper than simply considering translators’ competence and ideological influence. It introduces a new model that situates the geo-economic-historical context under a cultural-political umbrella, emphasising the role of city branding in shaping these decisions.