In China, your company’s name can’t be a mouthful

SHANGHAI — The Chinese government thinks this company’s name literally goes too far: A Group of Youths in Baoji Holding a Cherished Dream That Under the Leadership of Uncle Niu They Will Create the Miracle of Life Network Technology Co. Ltd.

In the original Chinese, it is 39 characters long. And under guidelines issued this month by China’s State Administration for Industry and Commerce, that’s a bit too much of a mouthful.

The rules say new companies cannot register names that are paragraphs or long sentences, or that include sensitive language, including political terms. It also gives the government vague authority to fix “inappropriate” names as it sees fit. But Niu Xiaolu, a.k.a.