"Rooster" brand alarm clock (originally translated as "GoldenCock alarm clock") has the saying that "Rooster announces dawn" in Chinese. Using "rooster" as the trademark metaphor of alarm clock will tell the time loudly like a rooster, and "rooster" is also a mascot in China. It is often decorated with roosters at weddings and funerals. However, the word "rooster" is avoided in English as taboo, vulgar language and formal English. Using the word "rooster" as a product trademark will inevitably damage the product image and make foreign consumers look down upon it. The dilemma of overseas translation of Jinji trademark has attracted the attention of China exporter Tianjin Import and Export Corporation. They immediately changed the trademark Golden Rooster to Golden Rooster (the word rooster was also used in the movie Golden Rooster).