26 FEB. 2018

Milka Launches New Product Magic Cup with a Meaningful Chinese Name 旋妙杯 Created by Labbrand

SHANGHAI, 26 FEBUARY, 2018 – Leading chocolate brand Milka has launched a new product in China carrying the Chinese name 旋妙杯 [xuán miào bēi] created by Labbrand.

Originated in Switzerland in 1901, Milka is a renowned chocolate brand under Mondelēz International. Known for its unique brand identity and iconic brand mascot, Milka has enjoyed worldwide success for over 100 years. Milka has gained instant popularity since its launch in the Chinese market in 2016. In November 2017, the brand officially released its latest product in China called Magic Cup.

Magic Cup is a fun chocolate-based snack with crunchy Oreo and biscuit toppings. Besides the enjoyable flavor and the multi-textured eating experience, each unique pack includes an exciting and collectible toy. 

Labbrand, naming, milka

Labbrand, the leading China-originated global brand consultancy, worked closely with Mondelēz to create a playful Chinese name for Magic Cup to echo its product attributes.

The final Chinese name chosen is 旋妙杯 [xuán miào bēi], “wonderful spinning cup”, evoking the original and fun eating experience of Magic Cup. “This product has such a distinctive shape which alludes to a cup, hat, bowl, and even the spaceship, hence bringing us great imagination when we explored the uniqueness of Magic Cup,” said Cherry Lv, Senior Naming Consultant at Labbrand.

With the first 2 characters of the name 旋 [xuán] and 妙 [miào] conveying both “spinning” and “wonder”, the 3rd character 杯 [bēi] which means cup is a direct reference to the unique shape of Magic Cup. Moreover, the catchy and memorable name still maintains a family link with its brand name Milka (妙卡).

“It was a delightful experience to work with Milka team. The name 旋妙杯 gained high instinctive appeal during the consumer test. We are confident that it can help Chinese families to discover the enjoyable multi-textured taste and fun feature of Magic Cup,” said Cherry Lv.

About Labbrand

Labbrand is the leading China-originated global brand consultancy with a rapidly expanding global footprint that includes regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We lead branding journeys and facilitate implementations to light up companies and products with the power of your brand. Through brand innovations, we steer brands towards unrivalled brand space. On our journeys we Create, Grow and Disrupt to build resilient brands in dynamic markets. Our cross-disciplinary approach in research, strategy, naming, design and digital gives us the foresight and ability to guide brands beyond the status quo.

About Mondelēz

Mondelēz International, Inc. (NASDAQ: MDLZ) is building the best snacking company in the world, with 2017 net revenues of approximately $26 billion. Creating more moments of joy in approximately 165 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, featuring global Power Brands such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit or follow us on Twitter at

About Mondelēz China

Mondelēz China (formerly Kraft Foods China) entered the China market in 1984. Headquartered in Shanghai, Mondelēz China is a leading company in the snacks business, including biscuits, candy & gum and beverages. With more than 5,000 employees, Mondelēz China has established manufacturing plants in Beijing, Suzhou, Shanghai, Guangzhou and Jiangmen. The Chinese name Yi Zi (亿滋) represents the company’s vision to bring an abundance of deliciousness to consumers. Official website:; Weibo:; WeChat: MDLZchina.

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