快乐水
Coca-Cola’s Chinese nickname, “Kuài Lè Shuǐ”, literally translates to “Happy Water” — a term rooted in three cultural layers:
- “Happy”: A direct reference to Coca-Cola’s global slogan “Open Happiness” (开启快乐), which has been localized in China since 2009.
- “Water”: In Chinese, “water” is a casual term for soft drinks or beverages, much like “soda” in English.
- Subtext: The fizzy carbonation and sweet taste are subconsciously linked to dopamine release, reinforcing the “happiness” metaphor.
To Chinese consumers, “Happy Water” symbolizes:
- Nostalgia: A reminder of childhood treats and Lunar New Year celebrations — Coca-Cola’s red packaging aligns perfectly with the traditional “lucky red.”
- Social Bonding: Often shared at family dinners, hotpot gatherings, and karaoke nights.
- Irony: Young people jokingly call it “Fatty’s Happy Water” as a self-deprecating nod to its calorie count.
Coca-Cola re-entered China in 1979 after a 30-year absence. Its first Chinese TV ad aired in 1984, featuring a family singing “I’d Like to Buy the World a Coke” — embedding it as a symbol of Western-style joy.
The nickname “Happy Water” began circulating organically in the 2000s through internet memes and convenience store slang.
Ironically, Pepsi is often dubbed “Blue Happy Water” because of its logo color, forming an unofficial duo of “red vs. blue happiness.”