advertising photo of Pizza Hut's rice pizza; the copy reads '米zza 超ㄏㄤ美味新鮮fun'Something written with three different scripts (Chinese characters, zhuyin, and the roman alphabet) is very much the sort of thing that attracts my attention, as is a product that mixes scripts in its name. So this ad for a new product from Taiwan’s Pizza Hut definitely caught my eye, though it did not inspire me to actually taste the item being touted, which is a rice pizza. (Generally, I do not care for pizzas with Taiwanese characteristics, such as those with peas, corn, or squid. For that matter, I don’t even like pineapple on pizza.)

The name for this rice pizza, “米zza” (mǐzza), is a portmanteau — using two different languages and two different scripts, no less. 米 is the Chinese character for mǐ, which is used mainly in rice- and other grain-associated words. The second part of the word comes, of course, from “pizza.”

Let’s move on to the slogan:

米zza 超ㄏㄤ美味 新鮮fun

In romanization, this is

mǐzza: chāo hāng měiwèi — xīnxiān fun

Here we have Chinese characters (米zza 超ㄏㄤ美味新鮮fun), zhuyin (米zza 超ㄏㄤ美味新鮮fun), and the Roman alphabet (米zza 超ㄏㄤ美味新鮮fun). Three scripts in just one line! (Yes, yes, I know that a line in written Japanese will often have just as many scripts, if not more; but this is Mandarin.)

The zhuyin, ㄏㄤ, represent hāng, a new slang word that, according to several people I have asked, has appeared within the last five years at most. It means “hot” in the sense of “extremely popular right now.”

Also, there’s a possibility that the English word “fun” is meant to echo the Mandarin fàn (飯 / 饭/ “rice”). Such puns across languages are not uncommon here, especially in local Internet slang.

So, the whole slogan might be translated as “Rice pizza: the super-’hot’ delicious food — fresh, new fun.” Sorry, that’s not a very good translation; it works better in Mandarin.

I predict such portmanteaux and mixing will be increasingly common here in Taiwan, where code switching is a way of life for many people. “Mǐzza” could be the wave of the future — just not the culinary future, I hope.

source: Taiwan Pizza Hut menu page, accessed January 30, 2007