{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/124452"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/124452","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"A case study of bubble tea shops in an American college town: Value of the ‘transcensemantic’ in transcreative strategy for development of intercultural consumer experiences","abstract":"The surge in popularity of bubble tea, a product of Asian origin, throughout the United States in locations such as the college town of Urbana-Champaign, contributes to increased saturation in the market for intercultural goods and experiences. In this thesis, I approach this through the marketing concept of transcreation. The term ‘transcreation’ was coined as a portmanteau referring to the intersection of translation and copywriting. Here I build on this original meaning to highlight the creative value-producing potentialities of copywriting as a means to “context switching.” Focusing on the use of Chinese script in marketing a product to an English-speaking audience, foregrounds the way language barriers to cultural exchange enable the production of novel values. I show how transcreative practices use this language barrier to generate new forms of “exotic” experience by enabling context-switching through creation of something that is not inherently of one culture or another, but authentically new. To emphasize the way two languages are involved in this creative process which draws on modes of meaning-making that do not require semantic comprehension, I propose a new word: “transcensemantic.” This word refers to the way transcreative context-switching produces novel intercultural values, by using foreign language text to generate positive feelings of therness. I illustrate this by reference to the bubble tea shops of Urbana-Champaign, on the basis of an archive of primary data including logos, slogans, store interiors, and physical materials from these stores circa 2024. I analyze this archive through the lens of the transcreative, showcasing the “transcensemantic” use of Chinese characters and related symbolism. On the basis of this analysis, I argue that bubble tea shops which use both Chinese and English language in their marketing and design, have created new intercultural value in contribution to intercultural consumer experiences through the transcensemantic effect. In conclusion, I suggest that incorporation of the opportunities for imagination and creativity through transcreative strategies can serve as a fount of potential value creation.","abstract_html":"The surge in popularity of bubble tea, a product of Asian origin, throughout the United States in locations such as the college town of Urbana-Champaign, contributes to increased saturation in the market for intercultural goods and experiences. In this thesis, I approach this through the marketing concept of transcreation. The term ‘transcreation’ was coined as a portmanteau referring to the intersection of translation and copywriting. Here I build on this original meaning to highlight the creative value-producing potentialities of copywriting as a means to “context switching.” Focusing on the use of Chinese script in marketing a product to an English-speaking audience, foregrounds the way language barriers to cultural exchange enable the production of novel values. I show how transcreative practices use this language barrier to generate new forms of “exotic” experience by enabling context-switching through creation of something that is not inherently of one culture or another, but authentically new. To emphasize the way two languages are involved in this creative process which draws on modes of meaning-making that do not require semantic comprehension, I propose a new word: “transcensemantic.” This word refers to the way transcreative context-switching produces novel intercultural values, by using foreign language text to generate positive feelings of therness. I illustrate this by reference to the bubble tea shops of Urbana-Champaign, on the basis of an archive of primary data including logos, slogans, store interiors, and physical materials from these stores circa 2024. I analyze this archive through the lens of the transcreative, showcasing the “transcensemantic” use of Chinese characters and related symbolism. On the basis of this analysis, I argue that bubble tea shops which use both Chinese and English language in their marketing and design, have created new intercultural value in contribution to intercultural consumer experiences through the transcensemantic effect. In conclusion, I suggest that incorporation of the opportunities for imagination and creativity through transcreative strategies can serve as a fount of potential value creation.","abstract_has_math":false,"creators":["Gierat, Riley"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.A.","degree_level":"Thesis","degree_discipline":"E Asian Languages & Cultures","degree_department":null,"school":null,"contributors":["Martin, Jeffery T"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2024,"date_issued":"2024-05-02","date_published":"2024-05-02","updated_at":"2026-07-22T22:25:00Z","subjects":["Transcreation"],"languages":["eng","en"],"rights":["Copyright 2024 Riley Gierat"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://hdl.handle.net/2142/124452","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Martin, Jeffery T"]},{"key":"dc:creator","label":"Author","values":["Gierat, Riley"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2024-05-02","2024-05"]},{"key":"dc:type","label":"Dc Type","values":["Text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["E Asian Languages & Cultures"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.A."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Transcreation"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["eng","en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2024 Riley Gierat"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://hdl.handle.net/2142/124452"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["The surge in popularity of bubble tea, a product of Asian origin, throughout the United States in locations such as the college town of Urbana-Champaign, contributes to increased saturation in the market for intercultural goods and experiences. In this thesis, I approach this through the marketing concept of transcreation. The term ‘transcreation’ was coined as a portmanteau referring to the intersection of translation and copywriting. Here I build on this original meaning to highlight the creative value-producing potentialities of copywriting as a means to “context switching.” Focusing on the use of Chinese script in marketing a product to an English-speaking audience, foregrounds the way language barriers to cultural exchange enable the production of novel values. I show how transcreative practices use this language barrier to generate new forms of “exotic” experience by enabling context-switching through creation of something that is not inherently of one culture or another, but authentically new. To emphasize the way two languages are involved in this creative process which draws on modes of meaning-making that do not require semantic comprehension, I propose a new word: “transcensemantic.” This word refers to the way transcreative context-switching produces novel intercultural values, by using foreign language text to generate positive feelings of therness. I illustrate this by reference to the bubble tea shops of Urbana-Champaign, on the basis of an archive of primary data including logos, slogans, store interiors, and physical materials from these stores circa 2024. I analyze this archive through the lens of the transcreative, showcasing the “transcensemantic” use of Chinese characters and related symbolism. On the basis of this analysis, I argue that bubble tea shops which use both Chinese and English language in their marketing and design, have created new intercultural value in contribution to intercultural consumer experiences through the transcensemantic effect. In conclusion, I suggest that incorporation of the opportunities for imagination and creativity through transcreative strategies can serve as a fount of potential value creation.","Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2024-09-16 without embargo terms","The student, Riley Gierat, accepted the attached license on 2024-05-01 at 12:41.","The student, Riley Gierat, submitted this Thesis for approval on 2024-05-01 at 13:32.","This Thesis was approved for publication on 2024-05-02 at 15:19.","DSpace SAF Submission Ingestion Package generated from Vireo submission #20737 on 2024-09-16 at 00:37:45"]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["A case study of bubble tea shops in an American college town: Value of the ‘transcensemantic’ in transcreative strategy for development of intercultural consumer experiences"]}]}],"canonical_facts":{"dc:contributor":["Martin, Jeffery T"],"dc:creator":["Gierat, Riley"],"dc:date":["2024-05-02","2024-05"],"dc:description":["The surge in popularity of bubble tea, a product of Asian origin, throughout the United States in locations such as the college town of Urbana-Champaign, contributes to increased saturation in the market for intercultural goods and experiences. In this thesis, I approach this through the marketing concept of transcreation. The term ‘transcreation’ was coined as a portmanteau referring to the intersection of translation and copywriting. Here I build on this original meaning to highlight the creative value-producing potentialities of copywriting as a means to “context switching.” Focusing on the use of Chinese script in marketing a product to an English-speaking audience, foregrounds the way language barriers to cultural exchange enable the production of novel values. I show how transcreative practices use this language barrier to generate new forms of “exotic” experience by enabling context-switching through creation of something that is not inherently of one culture or another, but authentically new. To emphasize the way two languages are involved in this creative process which draws on modes of meaning-making that do not require semantic comprehension, I propose a new word: “transcensemantic.” This word refers to the way transcreative context-switching produces novel intercultural values, by using foreign language text to generate positive feelings of therness. I illustrate this by reference to the bubble tea shops of Urbana-Champaign, on the basis of an archive of primary data including logos, slogans, store interiors, and physical materials from these stores circa 2024. I analyze this archive through the lens of the transcreative, showcasing the “transcensemantic” use of Chinese characters and related symbolism. On the basis of this analysis, I argue that bubble tea shops which use both Chinese and English language in their marketing and design, have created new intercultural value in contribution to intercultural consumer experiences through the transcensemantic effect. In conclusion, I suggest that incorporation of the opportunities for imagination and creativity through transcreative strategies can serve as a fount of potential value creation.","Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2024-09-16 without embargo terms","The student, Riley Gierat, accepted the attached license on 2024-05-01 at 12:41.","The student, Riley Gierat, submitted this Thesis for approval on 2024-05-01 at 13:32.","This Thesis was approved for publication on 2024-05-02 at 15:19.","DSpace SAF Submission Ingestion Package generated from Vireo submission #20737 on 2024-09-16 at 00:37:45"],"dc:format":["application/pdf"],"dc:identifier":["https://hdl.handle.net/2142/124452"],"dc:language":["eng","en"],"dc:rights":["Copyright 2024 Riley Gierat"],"dc:subject":["Transcreation"],"dc:title":["A case study of bubble tea shops in an American college town: Value of the ‘transcensemantic’ in transcreative strategy for development of intercultural consumer experiences"],"dc:type":["Text"],"thesis:degree_discipline":["E Asian Languages & Cultures"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["M.A."],"thesis:institution_name":["University of Illinois at Urbana-Champaign"]},"updated_at":"2026-07-22T22:25:00Z"}