zhāopai: 招牌 - Signboard, Signature Dish, Reputation

Keywords: zhāopai, zhaopai, 招牌, zhaopai cai, 招牌菜, Chinese signboard, what does zhaopai mean, signature dish Chinese, Chinese reputation, brand name, flagship product

Summary: A comprehensive guide to the Chinese word 招牌 (zhāopai). This page explains both the literal meaning of zhāopai as a physical “signboard” for a shop or restaurant, and its powerful figurative meanings, such as a “signature dish” (招牌菜, zhāopai cài), a “flagship product,” or a person's “reputation.” Learn how this single word encapsulates concepts of brand identity, quality, and public trust in Chinese culture, and how to use it correctly in conversation.

Pinyin (with tone marks): zhāo​pai

Part of Speech: Noun

HSK Level: HSK 5

Concise Definition: A physical signboard for a business; or figuratively, a signature item, specialty, or a person's reputation.

In a Nutshell: 招牌 (zhāopai) literally refers to the sign hanging outside a store that attracts customers. Because this sign represents the business's identity and promise of quality, the word has evolved to mean much more. It now refers to the single thing a business is famous for—its “signature dish” or “flagship product.” By extension, it can even describe a person's most well-known characteristic or skill. At its heart, zhāopai is about what defines you and what you're proud to put your name on.

招 (zhāo): This character means “to beckon,” “to attract,” or “to recruit.” The left side is the “hand” radical (扌), indicating an action done with the hand, like waving or gesturing to someone to come closer.

牌 (pái): This character means “a plaque,” “a sign,” or “a card.” The left side radical (片 piàn) means a slice or a flat piece, originally of wood or bamboo, which were used for signs.

The characters combine perfectly to mean “a sign (牌) that beckons (招) customers.” This literal meaning of an attractive storefront sign is the foundation for all its figurative uses, where a signature product or a good reputation “beckons” people just as effectively as a physical sign.

招牌 (zhāopai) is a concept deeply embedded in Chinese commercial and social culture, carrying more weight than the English “signboard.” Historically, a shop's 招牌 was often a piece of art, featuring elegant calligraphy from a respected scholar, and symbolized the honor and history of the business, which was often family-run for generations. To protect one's 招牌 was to protect the family's honor and livelihood.

Comparison to Western Concepts: While you might compare 招牌 to a “flagship product” or “brand identity,” there's a key difference. A “flagship product” is often a modern marketing term decided in a boardroom. A 招牌, especially in the context of a 招牌菜 (zhāopai cài) or signature dish, feels more organic and earned. It's the product that has proven itself over time through public acclaim and represents the pinnacle of the owner's craft and integrity. Damaging this reputation, known as 砸了招牌 (zá le zhāopai)—literally “smashing the signboard”—is a profound failure, akin to destroying a legacy. This connects deeply to the cultural value of “face” or social standing (面子 miànzi).

In a Restaurant: This is the most common context for a learner. When you're not sure what to order, you can simply ask the waiter: “你们的招牌菜是什么？” (Nǐmen de zhāopai cài shì shénme?) - “What is your signature dish?” This is a polite and effective way to get the best thing on the menu.

In Business: A company's most successful and defining product can be called its 招牌. For example, WeChat could be considered Tencent's 招牌 product in the social media space.

Literal vs. Figurative: The most common mistake is not understanding the jump from the literal “signboard” to the figurative “signature item.” When someone says 招牌菜 (zhāopai cài), they are not talking about a dish that looks like a sign. They mean the dish that *is* the restaurant's sign of quality.

招牌菜 (zhāopai cài): The most common and direct application of the term. It means “signature dish.”

品牌 (pǐnpái): Brand name. A broader, more modern concept of a company's overall identity, whereas 招牌 often refers to a specific product or feature that builds that brand.

名誉 (míngyù): Reputation, fame. This is the abstract concept that a good 招牌 represents and protects.

特色 (tèsè): A distinguishing feature or characteristic. A 招牌 is the most important 特色, but a business can have many 特色 (e.g., good location, cheap prices, friendly staff).

拿手菜 (náshǒu cài): A dish that a chef is personally best at making (“something they have a good hand for”). It's very similar to 招牌菜 but focuses more on the chef's personal skill rather than the restaurant's official “signature” item.

广告牌 (guǎnggào pái): Billboard, advertisement board. This is purely a sign for advertising, lacking the deep cultural meaning of reputation and history that 招牌 carries.

砸 (zá): To smash or to pound. Primarily relevant for the idiom 砸了招牌 (zá le zhāopai), meaning “to ruin one's reputation.”