This new item from Mitsubishi Electric is a great example of Japanese product innovation and brand naming.
The Ungokun-dana refrigerator delivers a handy breakthrough in food storage.
Ever have trouble fitting a large pot or tall containers in your refrigerator? Worry no more.
Two of Ungokun-dana's three shelves are adjustable, with the mere shift of a lever (watch the video).
The name is clever too.
The first part, ungoku, means "move" in Japanese.
The second part dana or da na can have two meanings—depending on whether the syllables are joined or separate. Together they communicate both the functionality of the product, and the emotional benefit it provides.
The first meaning is "shelf," and conveys function. Thus, Ungoku-dana means "moving shelf."
The second interpratation communicates the idea of "it" and an exclamation point "!," so the phrase ungokun da na, means "It moves!" (alternatively "So it moves!", or "It moves, doesn't it!").
Thus the emotional benefit is delivered: "hey that's cool / great."
So given the dual meanings, the name conveys "[A] moving shelf [refrigerator]. Hey, that's great!"
Just how great it is depends on your needs. I certainly know one or two people who will be thrilled that they can now fill the entire top shelf of their fridge with tall boy beers.
