InterCultural Word of the Week – Chui Niu 吹牛

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This Mandarin phrase literarily translates as “To Blow Cow”  吹 is the character for blow and 牛 is the character for cow.  An equivalent in English would be someone who is full of hot air, a person who likes to talk, too much and not necessarily talk the truth!  However the phrase Chui Niu is more defined, referring to someone who brags or boasts in an attempt to inflate their own importance or achievements.  “Ni tai chuiniu”, “You’re bragging!”.   The phrase is thought to come from northwest China where people would use inflated cow hides as flotation devices for rafts.  Anyone who took sole credit for inflating the device was clearly “all talk”!


A flying cow isolated on white


Dominic Tidey is the C.O.O. of EuRA, the European Relocation Association.  EuRA is the professional industry body for relocation providers and affiliated services. As a non-profit organisation EuRA aims to promote the benefits of a professionally managed relocation to companies with globally mobile employees.

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Dom Tidey

Dominic Tidey is the C.O.O. of EuRA with specific responsibility for new projects, conferences, education programmes and research. EuRA is the association for relocation providers across the globe. We are a not-for-profit association run by our 500+ members in 95 countries. EuRA sets global standards for relocation through our MIM Professional Qualification and our EuRA Global Quality Seal, an ISO based independent audit programme for mobility providers. Dominic has worked with EuRA since 1998 having studied law at university and working in social services. In 2003 he completed his masters degree and returned to EuRA as Operations Manager, spearheading the development of the EARP and later, the EuRA Global Quality Seal and most recently, the MIM online training programme.

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