Employees Called 'Mouse Dad' and 'Mouse Mom', Customers Labeled 'Returns Mouse'... Bizarre Culture at Chinese Company

A famous Chinese snack brand has sparked controversy after it was revealed that employees were changing their surnames to "Shu" (meaning "mouse"), which is also part of the company name, and that certain customers were also being referred to as "mouse." In response to the controversy, the company explained that this is simply part of its internal culture. On December 1 (local time), the South China Morning Post (SCMP) reported that the popular Chinese snack brand "Sanzisongshu" (Three Squirrels) has become embroiled in controversy due to an internal corporate culture where employees change their surnames to "Shu." Sanzisongshu, established in 2012 in Anhui Province, central China, is a well-known snack brand famous for its nuts and dried fruits. The company went public in 2019 and has recorded cumulative sales of 54 billion yuan (approximately 11.24 trillion won) over the past decade.

The popular Chinese snack brand "Sanzisongshu" (Three Squirrels) has become embroiled in controversy due to an internal culture where employees change their surnames to "Seo" (鼠, meaning "mouse"). SCMP

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Previously, a Chinese internet user posted on an online community, saying, "When you join Sanzisongshu, you lose your real name." The user also shared several photos from internal meetings. In these photos, name tags such as "Shulaodie" (meaning "Mouse Dad") and "Shulaomu" (meaning "Mouse Mom") could be seen. In addition, another post included a photo of the Communist Party organization roster within the company. Many Chinese companies have Communist Party organizations, and this company had 30 party members across 8 branches. All 30 names on the list began with the character "Shu," meaning "mouse."

In an interview with local media, an employee emphasized that referring to themselves as "mouse" is part of Sanzisongshu's internal corporate culture. The employee explained, "It is a way to create a friendly and cute atmosphere while strengthening the brand identity. It is not mandatory. When new employees join, someone simply tells them it is a tradition. If they are comfortable with it, they follow it, and if not, there is no disadvantage."

This is not the first time Sanzisongshu's corporate culture has attracted public attention. In mid-November last year, a customer discovered during a transaction with the brand that a returns staff member had labeled the customer as "returns mouse." The customer mentioned that all of the company's online customer service staff referred to them as "mouse" and that certain customers were also described as "mouse." In response to such criticism, Sanzisongshu explained that employees also refer to themselves as "delivery mouse" and "customer service mouse," and that "returns mouse" was not intended to insult the consumer.

Sanzsongshu is a famous snack brand established in 2012 in Anhui Province, central China, known for its nuts and dried fruits. The company went public in 2019 and has recorded cumulative sales of 54 billion yuan (approximately 11.24 trillion won) over the past decade. Douyin

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Local internet users were sharply divided over this corporate culture. One user commented, "The Sanzisongshu mascot is quite cute, but it's unsettling to go as far as changing employees' names." Another user criticized, "Calling themselves 'mouse' and making customers call themselves 'master' is practically manipulation." On the other hand, some users responded, "As long as it is not forced, it is just a term like a job title and there is no need to be overly sensitive," "It's just a long-standing corporate culture or tradition," and "Even the party secretary's name is 'Shudandan' (mouse egg), which is really funny."

Regarding the controversy over corporate culture, a Chinese lawyer told SCMP, "Not only in China, but many companies use fun nicknames to strengthen corporate identity," adding, "As long as employees are not forced to accept it and their rights to personal identity and dignity are not violated, using nicknames that include the word 'mouse' is not illegal."

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