What's in a name? Big dollars, mainly
(eastday.com)
Updated: 2004-05-18 08:58

While glamorous names like Paris and Manhattan are borrowed to lure property buyers with a hint of luxury, sociologists worry about people's inclination to western culture.

From high-range apartments downtown to detached villas in the suburbs, foreign names of globally glamorous landmarks or artists like Dari and Tiziano are borrowed to illustrate the property's elegance.

"When people see Manhattan, they see the American lifestyle. The name conveys the pinnacle of civilization," says Qi Hua, a saleswoman of Oriental Manhattan, a residential project in Xuhui District. In the same district there are at least three communities named after Paris.

In Gubei,Shanghai, a major working and living area for foreigners, the buildings including Victoria Mansion, Paris Garden, Rome Garden, and Vienna Plaza.

"It's hard to find iconic names that symbolize prosperity and internationalization," says Qi. "The foreign names well illustrate the property's style and value."

In addition, foreign names are believed to offer a sense of home to expatriates, Qi said.

In most cases, big names equal high prices.

Apartments in the Oriental Manhattan average 18,000 yuan (US$2,168) a square meter.

David W. Pitcher, executive director of CB Richard Ellis Property Consultants Ltd, Shanghai, said it's a common practice all over the world.

"In England, French names are used to illustrate high quality," Pitcher said. "Actually they are selling a kind of lifestyle."

Pitcher said it's important for the developer to adopt suitable design and qualified construction. "Names like California and Australia may remind people of images of places. But sometimes the only thing like California is the property's name," he said.

Sociologist Hu Shoujun said the phenomenon comes from an inclination to western culture and has made cities lose their own characteristics.

"The real estate projects in different cities resemble each other. With little cultural essence and customized quality, the value is doubtful," said Hu, professor of the Department of Sociology at Fudan University.

"Some people are inclined to western culture. That leads to demand for western-style houses," he said.

"Actually those with native features may sustain their value in the long run.

"It's sad to see the native features fading, when Chinese-style old houses are pulled down to leave space for western-style ones."

Some home buyers seem indifferent to the glamorous names but feel their life has soaked in western culture.

"The buyers get nothing valuable from the names, which have no relation with the properties' quality and location," said Jane Du, a white-collar worker at a German company.

"I don't think people will buy an apartment just for a certain name, particularly a snobbish one."

Du, 27, said western culture has strongly influenced her life.

"I watch TV series like 'Sex and the City' and called my son David when he was born two years ago. It's fairly natural among my colleagues and friends."

Du said her friends and colleagues had little interest in similar TV programs produced by domestic companies.

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