n.— «The heart of the matter is the intricate philosophy of “heatiness and cooliness”—a traditional Chinese belief in the balance between hot and cold air within the body. “To understand the market, you must understand the myths. Cognac is perceived as being ‘heaty’—it encourages sexual activity. Whisky and menthol cigarettes are ‘cooling,’” Ms So said. “The marketing strategists have to understand these things—they have to overcome deep-rooted perceptions.”» —“Understanding the Key to Tapping the Mainland” by James Chadwick South China Morning Post (Hong Kong) Aug. 2, 1994. (source: Double-Tongued Dictionary)

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