Fans of the fast fashion retailer Shein are discovering that most people have been mispronouncing the brand's name for years, and a viral video has revealed the correct way to say it.
Shein, which became the world's biggest fashion retailer in 2022, adds an estimated 2,000 to 10,000 new items to its site every day. The Chinese company has become a household name, but the pronunciation of its name has puzzled many, especially because the word did not exist in the English language before the brand's rise.
The Correct Pronunciation Revealed
In a widely shared video, a woman named Kinly explained that the brand should be pronounced as two distinct parts: "She" and "In." She said the reason is that Shein was originally known as She Inside before condensing its name.
Kinly said: "Please stop saying Sheen. It's pronounced She-in. It's short for She Inside. That's what the old name for Shein was. She Inside. It's not Sheen."
She backed up her claim with a Google AI Overview result that displayed the brand name as "SheIn" with a capital letter separating the two words and described it as "formerly She Inside." However, the current brand name is typically displayed on the website in block capitals, making the distinction less obvious to shoppers.
Global Variations in Pronunciation
In the comments section of Kinly's video, viewers shared other ways the word is pronounced around the world, with several people from countries including Sweden and Romania saying they pronounce it like "Shane."
One commenter said: "Thank you! This has annoyed me forever." Another added: "I knew it was pronounced that way but I like saying Sheen better." A third posted: "It's pronounced however it comes out of my mouth."
