Walk down almost any street in Seoul and you will see English everywhere. On cafe signs, bakery windows, clothing racks, even the sides of giant apartment towers.
Then you read some of it again. A coffee chain called A Twosome Place? A burger brand called Mom's Touch? An apartment complex that just says Xi?
If you grew up speaking English, a few of these can make you smile, or raise an eyebrow. That reaction is completely normal. But here is the fun part: almost every one of these names has a real story behind it, and most of them make perfect sense once you see how Koreans use English.
In Korea, English on a sign is often less about grammar and more about mood. It is a design tool, like a font or a color.
At a Glance
- Many Korean brands use English (or French, Italian) for style, not for exact meaning.
- Names like A Twosome Place and CU are actually acronyms or wordplay.
- Some names sound odd to native speakers but feel warm and friendly to Koreans.
- We only explain origins that the company or major Korean press has confirmed.
- This mix of Korean and English is often called "Konglish" (Korean + English).
First, What Is "Konglish"?
Konglish (콩글리시, kong-geul-li-si) is English used the Korean way. Sometimes it is a word that means something different in Korea. Sometimes it is a mash-up of English and Korean. And sometimes it is perfectly correct English that just lands a little strangely.
For brand names, the goal is rarely "perfect English." The goal is to sound modern, clean, and a bit international. Keep that in mind and the names below get a lot more charming.
10 Korean Brand Names That Sound Odd in English (and What They Really Mean)
1. A Twosome Place (투썸플레이스) — Cafe
Why it reads strangely: In English, "twosome" means a pair, usually a couple. Put "a twosome place" on a sign and some readers picture a cafe built only for dates. A few might even read it with a little wink.
What it really means: The name is a packed-up slogan. According to The Korea Herald and Korea Economic Daily's Market Insight, it stands for "A cup of coffee, Two of us, Some dessert, Place." CJ Foodville, which launched the brand in 2002, also describes it as a place for "A (myself), TWO (couple, friend), and SOME (friends)."
So yes, couples were part of the idea. But so were solo visitors and friend groups. Today it is one of Korea's biggest dessert-cafe chains, famous for its cakes.
2. Mom's Touch (맘스터치) — Burgers & Chicken
Why it reads strangely: "Mom's touch" is sweet in a kitchen. On a fast-food sign, some English speakers find it a little awkward. Even the company has been asked about it.
What it really means: In a Korea Herald interview (via The Investor), a company executive said the name refers to homemade food: good ingredients, care, and effort. The brand's identity materials describe it as "a mother's caring hands." The idea is that each burger is made to order, like a parent cooking for family.
In Korean ears, it sounds cozy and trustworthy. That is exactly the point.
3. CU (씨유) — Convenience Store
Why it reads strangely: To an English speaker, "CU" looks like a text message: "see you." Telling a friend "meet me at CU" sounds like a goodbye.
What it really means: CU replaced the Family Mart name in Korea in 2012. At the time, BGF Retail's chairman told the press that CU is short for "Convenience for You" (Korea JoongAng Daily). The "see you" sound is a happy bonus, and Korean headlines played with it too.
4. Lalavla (랄라블라) — Drugstore
Why it reads strangely: It looks like "la la" plus "blah blah." In English, "blah blah" usually means boring talk, which is not what most stores want you to think of.
What it really means: That reading is actually right. GS Retail's drugstore (formerly Watsons Korea) took the name in 2018. The Korea Herald reports that "la la" stands for joy and "blah blah" for cheerful chatter. The goal was a young, playful feel.
Note: drugstore chains in Korea change quickly, so check whether Lalavla stores are still open before you go looking for one.
5. 8seconds (에잇세컨즈) — Fashion
Why it reads strangely: A clothing store named after a stopwatch time sounds like a game show, or a very fast checkout.
What it really means: Samsung C&T's own newsroom says the name comes from the idea that it takes about eight seconds to grasp a new situation or get a first impression of someone. The brand wants to win shoppers over in that short window. It launched in 2012 in Seoul's Garosu-gil area.
6. Xi (자이) — Apartments
Why it reads strangely: English speakers may see the Greek letter, a name, or just two random letters. And it is pronounced "ja-i," which surprises almost everyone.
What it really means: GS Engineering & Construction launched Xi in 2002. It originally stood for "eXtra Intelligent." In a 2024 rebrand, the company changed the meaning to "eXperience Inspiration" (Yonhap News). Same letters, new story.
7. Prugio (푸르지오) — Apartments
Why it reads strangely: It looks Italian, or like a made-up word from a fantasy novel.
What it really means: It is a Korean-English hybrid. Daewoo E&C combined the Korean word pureuda (푸르다, "green, fresh") with "GEO" (land, space). Korean outlet E-Today explains it as a living space where people and nature come together.
This is a great example of why Konglish is fun: half of the name only makes sense if you know Korean.
8. Hillstate (힐스테이트) — Apartments
Why it reads strangely: "Hill state" sounds like a region or a political map, not a home.
What it really means: Hyundai E&C's brand joins "hill," as in upscale neighborhoods like Beverly Hills, with "state," meaning high status or dignity (E-Today). In Korean, the combination simply reads as "classy place to live."
9. Tous les Jours (뚜레쥬르) — Bakery
Why it reads strangely: This one is French, not English. Many visitors are surprised to find a French-named chain on nearly every corner, run by a Korean company, and pronounced "ttu-re-jyu-reu" by locals.
What it really means: "Tous les jours" means "every day" in French. The Korea Herald explains it fits the chain's promise of fresh bread every day. CJ Foodville opened the first store in 1997.
10. Caffe Bene (카페베네) — Cafe
Why it reads strangely: To English speakers, "Bene" can sound like a name, or like the start of "benefit." Italian speakers just see "coffee, good."
What it really means: Korean newspaper Kyunghyang Shinmun reported that the name joins Italian caffè (coffee) and bene (good). It means, simply, "good cafe." It was one of the cafe names many Koreans knew in the early 2010s.
Why Do Konglish Names Happen?
It is easy to assume these names are mistakes. Most of them are not. They are choices. Here is what is usually going on.
English signals "modern." The Korea Herald calls this "foreign branding": using foreign words to make a product feel more stylish or premium. A French bakery name feels like Paris. An English cafe name feels like New York.
The audience is Korean, not American. These brands were built for Korean shoppers first. Koreans learn English in school, so they catch the general meaning, but they do not carry the same slang baggage. "Twosome" or "Mom's Touch" simply feels warm.
Acronyms are popular. CU, Xi, and A Twosome Place all hide a longer phrase. Brands love a short, punchy logo with a "secret meaning" in the press kit.
Mixing languages is creative. Prugio blends Korean and English. Lalavla mixes sounds. It is a bit like a pun, which works best for people who know both languages.
It looks good. Latin letters are clean and graphic. On a sign or a tote bag, English can work like a pattern. Meaning is sometimes the second thing anyone thinks about.
Spot It Yourself: A Konglish Checklist for Travelers
Want to turn your next Seoul walk into a game? Look for these:
- Hidden acronyms: short names in capital letters (like CU) often stand for a longer phrase.
- Korean + English blends: if a word looks almost English, try reading part of it in Korean.
- French and Italian "café words": bakeries and cafes love jour, bene, maison, pâtisserie.
- Feeling words: "happy," "sweet," "healing," "lovely" show up a lot. In Korea, "healing" (힐링) means relaxing and recharging.
- T-shirt English: clothing with random English phrases is a classic. Read it as decoration, not a message.
- Pronunciation: ask a local how they say the name. "Xi" as "ja-i" is a fun surprise.
One friendly tip: if a name makes you laugh, that is fine. Just remember the people inside probably see it very differently, and many are happy to tell you what it means.
Q
Q. Is Konglish just "bad English"?
Not really. Most brand names are chosen on purpose for sound, style, or a hidden meaning. They follow Korean tastes, not English textbooks.
Q. Do Koreans know these names sound funny in English?
Many do, especially younger people and those who have lived abroad. The joke about "A Twosome Place" and couples is well known. Mom's Touch has even been asked about its name in interviews.
Q. How do I pronounce these names in Korea?
Locals use Korean pronunciation: "Tu-sseom" for Twosome, "Ssi-yu" for CU, "Ja-i" for Xi, "Ttu-re-jyu-reu" for Tous les Jours. Using these helps when asking for directions.
Q. Is it rude to laugh at Konglish signs?
A smile is fine. Mocking people is not. Treat it like spotting a clever pun in another country.
Q. Why are apartment names so fancy?
In Korea, apartment brands work like status labels. Builders choose names like Xi, Prugio, or Hillstate to sound premium, because the brand name can affect how people see a building.
Sources
- The Korea Herald, "[Behind the Brand: 2] Tous Les Jours, Innisfree: Why do so many Korean brands have foreign words?" (2019) — https://www.koreaherald.com/article/2031348
- Korea Economic Daily Market Insight, A Twosome Place name meaning (2019) — https://marketinsight.hankyung.com/article/201905011676g
- CJ Foodville, Company Profile and History — https://www.cjfoodville.co.kr/eng/pdf/company/Company_Porfile_Eng.pdf ; http://www.cjfoodville.co.kr/eng/story/history.asp
- The Investor (Korea Herald), "Mom's Touch seeks to replicate success in Japan" — https://www.theinvestor.co.kr/article/3381948
- Infinite (Mom's Touch BI agency) — https://infinite.co.kr/portfolio/momstouch/
- Korea JoongAng Daily, "Rebranded Family Mart will CU later" (2012) — https://www.koreajoongangdaily.com/business/rebranded-family-mart-will-cu-later/10858499
- Samsung C&T Newsroom, 8seconds features (2020, 2022) — https://news.samsungcnt.com/en/features/fashion/2022-11-chuu-in-chuurucks-brings-fashion-to-the-youth/
- Yonhap News, GS E&C Xi rebrand (2024) — https://www.yna.co.kr/view/AKR20241118073600003
- E-Today, apartment brand meanings — https://www.etoday.co.kr/news/view/2288480
- Kyunghyang Shinmun, coffee chain name meanings (2011) — https://www.khan.co.kr/article/201103181611291