Online retailer Temu reveals reason for naming tweak

Online retailer Temu has confirmed the reason for a slight tweak to its name that debuted earlier this year.

The spelling and branding have not altered, but a new advertisement that launched during this year’s NFL Super Bowl in the US showed that the pronunciation has.

The e-commerce outlet was originally pronounced “Tee-mu”.

However, in the new advertisement, the jingle conveys the retailer’s name as “Teh-mu”.

“As Temu continues to expand into new markets globally, we want to ensure our brand name has a consistent and memorable presentation across different regions and languages,” a Temu spokesperson told 9News.com.au.

“After careful consideration, we determined that the new pronunciation achieves this goal better.”

According to most estimates, a Super Bowl advertisement can cost about US$7 million ($10.5 million) for 30 seconds of airtime.

But companies compete fiercely for the slots, which air during some of the most-watched television on the planet.