Delivery drivers in China stage protest over company’s ‘fast dog’ rebrand

Delivery drivers in Central China took to the streets in protest over their employers’ new name, which includes the word “dog.”

Resistance sparked among drivers after their shipping company, 58 Suyun in Henan Province, announced on August 17 it would be rebranded as Kuaigou, which is translated to “Fast Dog.”

While relatively innocuous in English depending on context, calling someone a dog in Chinese, or gou, is widely understood as a vicious insult. In particular, much like the term “lapdog,” it implies someone who is obedient, subservient and cannot think for themselves.

Video footage shows banners of protest hanging from their vehicles, which were parked in a row outside the company.

“We want our dignity, we are drivers not dogs, and our customers aren’t either,” read one of the banners.

Many refused to change the company decals on their vans as instructed.

“Whatever you want to change the name to is fine. Just don’t make us stick [Fast Dog] decals on our vans,” said another.

Some stormed the head office seeking an explanation.

“Are the drivers dogs or are our customers?” a driver asked.

A company representative said it would not require drivers to change their vehicles’ decals for the time being and would reveal its rebranding roll-out plans soon.