noun HSK 4
signboard · shop sign · brand · signature dish
Meaning
招牌 originally refers to the physical sign or board displayed outside a shop or restaurant to attract customers. By extension, it also means a signature item, specialty, or something that represents the best or most famous offering of a place.
Usage
Commonly used to describe both literal storefront signs and figurative signature items. When talking about food, 招牌菜 (zhāo pái cài) means 'signature dish.' In business contexts, it can refer to a brand's reputation or flagship product. The word carries positive connotations of being well-known or representative.
Examples
- 01这家餐厅的招牌菜是烤鸭。.This restaurant's signature dish is roast duck.
- 02那家老店的招牌已经挂了五十年了。.That old shop's sign has been hanging for fifty years already.
Characters
Measure words
- 块一块招牌
- 个一个招牌
Common collocations
- 招牌菜signature dish
- 老招牌old established brand/shop
- 打招牌to trade on one's reputation
- 砸招牌to ruin one's reputation
Origin
The compound literally means 'beckoning sign,' combining 招 (to attract/summon) and 牌 (plate/sign), reflecting its original function of attracting customers to a business.