{"id":48723,"date":"2025-12-03T10:05:37","date_gmt":"2025-12-03T10:05:37","guid":{"rendered":"https:\/\/daoinsights.com\/?p=48723"},"modified":"2025-12-05T09:02:38","modified_gmt":"2025-12-05T09:02:38","slug":"three-squrrels-naming-china","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/three-squrrels-naming-china\/","title":{"rendered":"Three Squirrels trends in China over unusual workplace naming practice"},"content":{"rendered":"\n<p>Three Squirrels (\u4e09\u53ea\u677e\u9f20), one of China\u2019s best-known snack brands, has found itself at the centre of an unexpected online debate \u2013 not over pricing, supply chains or food safety, but what employees call themselves at work.<\/p>\n\n\n\n<p>The Anhui-based company has been trending on Weibo this week after posts revealed that some staff are encouraged to adopt squirrel-themed nicknames internally. Screenshots circulating online show employees using playful monikers tied to the brand\u2019s mascot-led identity, with even founder and CEO Zhang Liaoyuan reportedly being referred to in some contexts as \u2018Squirrel Daddy\u2019.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u90fd\u7ed9\u6211\u6765\u9f20\u7a9d\u73a9\u203c\ufe0f_2_\u4e09\u53ea\u677e\u9f20_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x1024.jpg\" alt=\"\" class=\"wp-image-48725\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u90fd\u7ed9\u6211\u6765\u9f20\u7a9d\u73a9\u203c\ufe0f_2_\u4e09\u53ea\u677e\u9f20_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x1024.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u90fd\u7ed9\u6211\u6765\u9f20\u7a9d\u73a9\u203c\ufe0f_2_\u4e09\u53ea\u677e\u9f20_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-225x300.jpg 225w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u90fd\u7ed9\u6211\u6765\u9f20\u7a9d\u73a9\u203c\ufe0f_2_\u4e09\u53ea\u677e\u9f20_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-400x533.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u90fd\u7ed9\u6211\u6765\u9f20\u7a9d\u73a9\u203c\ufe0f_2_\u4e09\u53ea\u677e\u9f20_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-800x1067.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u90fd\u7ed9\u6211\u6765\u9f20\u7a9d\u73a9\u203c\ufe0f_2_\u4e09\u53ea\u677e\u9f20_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248.jpg 900w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><figcaption class=\"wp-element-caption\"><sub>Three Squirrels explaining how employees can choose to add &#8216;squirrel&#8217; to thier name. Image: Rednote\/\u4e09\u53ea\u677e\u9f20<\/sub><\/figcaption><\/figure>\n\n\n\n<p>The reaction has been split. Supporters see it as an extension of Three Squirrels\u2019 long-standing cartoon-driven branding and an attempt to flatten hierarchies, foster familiarity and build team identity in a large organisation. Critics, however, question whether such \u2018voluntary\u2019 practices are truly optional inside Chinese companies, arguing that employees may feel indirect pressure to participate in order to fit in.<\/p>\n\n\n\n<p><strong>This forced Three Squirrels to go public on the matter. In response, they said the naming convention is not a formal rule but a spontaneous part of its internal culture, stressing that staff are free to choose whether or not to use nicknames<\/strong>. The company framed the practice as light-hearted and consistent with a brand built around youthful, playful storytelling rather than rigid corporate formality.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"1014\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/008ffZIlly1i7onptqxy0j30xi1d97bf.jpg\" alt=\"three squirrels\" class=\"wp-image-48724\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/008ffZIlly1i7onptqxy0j30xi1d97bf.jpg 690w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/008ffZIlly1i7onptqxy0j30xi1d97bf-204x300.jpg 204w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/008ffZIlly1i7onptqxy0j30xi1d97bf-400x588.jpg 400w\" sizes=\"auto, (max-width: 690px) 100vw, 690px\" \/><figcaption class=\"wp-element-caption\"><sub>A Weibo post shows an employee&#8217;s name tag using the name \u9f20 for squirrel. Image: Weibo\/\u4f4e\u6c89\u5730\u5636\u543c\u7740<\/sub><\/figcaption><\/figure>\n\n\n\n<p><strong>The timing, however, has amplified scrutiny. <\/strong>Three Squirrels is in the process of preparing for a listing in Hong Kong, drawing fresh investor and media attention to its governance and corporate culture. At the same time, debates around workplace norms \u2013 from the long-criticised <a href=\"https:\/\/daoinsights.com\/news\/715-is-the-new-996-work-schedule-in-china\/\" target=\"_blank\" rel=\"noreferrer noopener\">996 overtime system<\/a> to the rise of \u2018lying flat\u2019 attitudes among younger workers \u2013 remain highly sensitive topics in China.<\/p>\n\n\n\n<p>In that context, even seemingly harmless internal rituals can become lightning rods. What might once have been dismissed as eccentric brand culture is now being read through a wider lens: one shaped by labour rights, power dynamics and changing expectations of what a healthy Chinese workplace should look like. This may not be the messiest kind of PR episode, but it\u2019s a good reminder that a lot of young people feel disenchanted with corporate work culture.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Three Squirrels (\u4e09\u53ea\u677e\u9f20), one of China\u2019s best-known snack brands, has found itself at the centre of an unexpected online debate \u2013 not over pricing, supply chains or food safety, but what employees call themselves at work. The Anhui-based company has been trending on Weibo this week after posts revealed that some staff are encouraged to [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":48726,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[74,69,62,28],"class_list":["post-48723","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-digital-society","tag-industries-food-beverage","tag-news-marketing-branding","tag-platforms-weibo","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Three Squirrels trends over unusual workplace naming practice<\/title>\n<meta name=\"description\" content=\"Three Squirrels, a popular Chinese snack brand has found itself at the centre of discussion around a company naming culture. 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