China Airlines Name Change Under Consideration

[YS11]

Confusion over China Airlines’ name
China Airlines is based in Taipei, and is the “flag” carrier of Taiwan. However, there has long been confusion and controversy surrounding the name. Confusion has been especially common among those who may not be familiar with the nuances of Taiwan vs. mainland China.

Many assume that China Airlines is based in mainland China, when in fact they’re based in Taiwan (People’s Republic of China vs. Republic of China), which has a very different identity.

This has caused confusion, in particular in recent weeks given what has been going on. For example, China Airlines has been operating repatriation flights, and has also been sending face masks and other medical supplies around the globe, but it’s clear that because the company’s name includes “China,” there is confusion about where these donations are coming from.

Could China Airlines’ name be changed?
Taiwan News reports that Taiwan’s Ministry of Transportation and Communications, Lin Chia-lung, has said that he has an “open mind” towards changing the airline’s name amid the current COVID-19 pandemic.


He did emphasize, however, that a name change is a major decision, both in terms of image, and in terms of aviation rights and routes.

Since the airline is publicly traded, both the views of shareholders and Taiwan’s people needs to be taken into account, and consensus would need to be built.

In past weeks, names like Yushan Airlines, Formosa Airlines, and Taiwan Airlines have been proposed.

Could China Airlines be renamed?

Bottom line
There has long been discussion about the possibility of China Airlines’ name being changed, given the politics of mainland China vs. Taiwan, and the association that most people have with “China” (which causes them to think of the mainland, rather than Taiwan).

Obviously this would be a huge and costly undertaking, since a rebranding isn’t cheap under normal circumstances, let alone when you’re changing a company’s name.

Controversy surrounding China has increased in light of COVID-19, from Trump naming it the “Chinese virus,” to the controversy of the world World Health Organization excluding Taiwan in dialogues.

I have no clue whether this is actually going to happen, though if it actually does happen, you’d think now would be the time…

Source, One mile at time.

[phkza]

Since the Taiwanese parliament voted in favor of a name change, I think this might really happen in the future. And rightly so: why be associated with a country that you're not - to put it lightly - friends with? Rebranding will take a while, but is probably worth it.

[michel N]

Problem might be their future name. As China puts lots of pressure on countries having relations with Taiwan, they will do the same when the airline is rebranded with anything Taiwanese in its name. Many countries don’t have an official Embassy in Taiwan because of Chinese pressure/threats...

[Numbercruncher]

Problem might be their future name. As China puts lots of pressure on countries having relations with Taiwan, they will do the same when the airline is rebranded with anything Taiwanese in its name. Many countries don’t have an official Embassy in Taiwan because of Chinese pressure/threats...

Problem is more complicated then that: most countries do not recognize 'Taiwan', indeed in fear of mainland 'China'. This also caused the idiocy of the WHO not talking to 'Taiwan', and the 'sharing' of the B- prefix. There also is another problem: both governments consider themselves 'the only China', and therefore the rightful ruler of China. Mainland China even recently has stated that once independence of Taiwan would be declared, they would have no choice (...) but to invade.

As for the name, I'd expect mainland China to have little problems with rebranding to Taipei or Chinese Taipei Airlines, and very much problems with rebranding to Taiwan Airlines.

So I for one am quite interested in which name they will be adapting to...

Rgds,

Robert W

[frank kramer]

Suggestion from a historian: Mandarin Airlines... and make them fly long-range flights again Google it if you're too young to remember!

[Starman]

If they wait a few months there might be quite a few famous airline names to choose from

[Le Addeur noir]

Should CAL (China Airlines) be re-named they could well have to kiss goodbye to their rights to land in and overfly the mainland, which under the direction of the communists in Beijing is likely to include Hong Kong and Macau.

On a wider sphere, especially under a second Trump Administration, US/China airline rights could well be terminated, especially if Taiwan comes under further threat from the PRC.

The next few years could be a good time to invest in companies producing " defense" equipment and supplies, for example Lockheed-Martin.

May we live in interesting times, as the Chinese might say.