TAIPEI: Taiwan’s state-run postal, petroleum and shipping companies decided to drop “China” from their names in favour of “Taiwan” in an assertion of local identity which has met strong union opposition.

Chunghwa (meaning China or Chinese) Post Co. will be changed to “Taiwan Post Co.” in a move that was estimated to cost 70 million Taiwan dollars (2.12 million US) in rebranding.
Local media said a new corporate logo has already been designed and would be unveiled by President Chen Shui-bian, who pushed for the change.
The English name of Chinese Petroleum Corp (CPC) will be changed to “CPC Corporation, Taiwan” while the company initials will remain as CPC, the company said in a statement.
The word “Taiwan” will also be added to its Chinese-language name replacing “China.”
CPC said the new name, approved by the board Friday, would help to expand the company’s overseas business as well as showing its determination “to keep roots in Taiwan.”
CPC estimated the name change would cost 70 million dollars but its union, which said the move was politically motivated, put the cost at several billion.
Meanwhile the cash-strapped China Shipping Corporation (CSBC) will also change its English name to “CSBC Corporation, Taiwan” in a move it estimated will cost $20 million.
Its Chinese-language name will be “Taiwan International Shipbuilding Corp.”
“Changing the names of the state-run companies will not affect employees’ benefits nor involve huge costs,” Premier Su Tseng-chang said.