International marketing

I read recently that aspirational businesses will need to invest more in developing multi-lingual web content. This is of course a fairly obvious aspect of international marketing, and not a striking observation, yet an important one. Today I noticed a sign in a Sydney foodcourt where the translation from chinese to english wouldn't drive the sales of "Spicy Pork Bowel in Szechaun Style' or "Cellophane" with Ground Pork. What the?