London tourism officials are trying to find Chinese names for some of the biggest sights in the English capital.
The organisers asked people on Chinese social media platform Weibo to suggests suitable titles.
Big Ben is to be called "Da Ben Zhong" while Shakespeare is "Sha Weng" and Buckingham Palace is "Bai Jin Han Gong".
The campaign, which runs until February and is supported by the Home Ministry, illustrates the importance of Chinese travellers abroad.
On the "as-yet-unnamed" list are the Loch Ness Monster, the Scottish dish haggis and Stilton cheese.
"Our ambition is to get the whole of China talking about Britain," says Sally Balcombe, chief executive at VisitBritain.
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