口碑

• Pinyin: kǒu bēi
• Hanzi breakdown: 口 = mouth (pictograph); 碑 = 石 (stone) + 卑 (low/humble)

Meaning

Word of mouth; reputation; public opinion. The collective opinion or reputation of something based on what people say.

Originally referred to praise inscribed on stone tablets. Now describes how something is talked about publicly. Crucial in Chinese business culture where personal recommendations carry significant weight. Often appears in marketing contexts.

Examples

1. 这家餐厅口碑很好，每天都要排队。 This restaurant has a great reputation — there's a line every day.
2. 新产品上市后口碑两极分化，褒贬不一。 The new product received polarized reviews after launch — opinions are mixed.
3. 好的口碑是靠实力和时间积累出来的。 A good reputation is built through real ability and time.

Usage Guide

Context: business, marketing, reviews

Tone: evaluative

Do Say

• 这部电影口碑爆棚。(This movie has amazing word-of-mouth reviews.)
• 口碑营销比广告更有效。(Word-of-mouth marketing is more effective than advertising.)

Don't Say

• 他的口碑很高。(Use 口碑很好 not 口碑很高 — 口碑 collocates with 好/差, not 高/低)

Origin & History

Compound of 口 (mouth) + 碑 (stone tablet/monument). Originally referred to praise worthy of being carved in stone.

Cultural Context

Generation: All ages

Social background: Universal