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Awesome Engrish: Digital Perm in Chinatown

March 9th, 2009 by Jeff Simmermon

I saw this sign near the intersection of Doyers and Bowery over the weekend – a great bit of Engrish. Someone needs to tell Kool Keith he can get a Digital Perm in Chinatown …

Turns out, a digital perm is a real thing. From Wikipedia:

A digital perm is a perm which uses hot rods with the temperature regulated by a machine, which has a digital display, hence the name. However, the process of the perm is quite analogue. The name “Digital Perm” is also copyrighted by a Japanese company, PAIMORE Co., Ltd.[1] Hair stylists usually call it a “hot perm”, but it is commonly known as a “digital perm”.

So I tried to joke based on ignorance — and my joke was, essentially, “silly Asians.” And it turns out it was me that didn’t know what I was talking about. Not the worst mistake in the world, but when you make this mistake based on a cultural/ethnic assumption, it REALLY makes you look like a dipshit …

Digital Perm

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