January-February 2021 Beijing’S Essential International Family Resource January-February 2021
January-February 2021 Beijing’s essential international family resource January-February 2021 WHAT’S IN A NAME? You may have noticed a slight change in the cover of our magazine this issue: our name has been shortened from beijingkids to simply Jingkids. What is this sorcery, you may ask? Is this a knockoff product produced by pirates? Have we been taken over by some external force? Are we leaving Beijing? Nope, it’s still us, the same beijingkids you’ve come to know and (hopefully) love for a decade and half. The name change is something we’ve anticipated for over a decade, and believe it or not, marks the fourth (!) name we’ve used for this magazine in the 14 years since we published our first product. We produced four of these This lasted for 17 months to great fanfare. Reader Back in 2006, we launched until we expanded the name demand moved us to a full- as a small quarterly hand- to deepen the connection on monthly magazine the book called Kids in Beijing, to Beijing, by rebranding next year, which we named which was part of our now- as beijingkids at the same tbjkids (using the “tbj” from discontinued Immersion time Beijing was hosting the thebeijinger, from which we Guides book series. 2008 Olympics. sprung). We soldiered on with that name until we decided to launch our Chinese edition in 2012, which we named Jing – not the “jing” from the word Beijing (京), but the homonym Jing (菁), which is a component of words such as essence, luxuriant and elite.
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