Tourism group Visit Britain is asking tourists from China to join an online contest for giving well-known British locations and events their own name in Mandarin.
Entrants get to look at a list of 101 UK icons and come up with the most apt and memorable name.
Some of the most obvious ones include Buckingham Palace and Big Ben, but much less well-known is the Bristol International Balloon Fiesta.
This video shows a few of the ideas that have already been suggested. Winners will be invited to Britain to take photos of themselves with the icon they renamed so they can post them on Chinese social media like Weibo.
While this will obviously encourage more mainland tourists to visit the UK, the competition is also aimed as creating a deeper understanding of Britain in Chinese people’s minds.