What's in a Chinese name? Ancient rites and growing business

Beijing

IN A one-room shop tucked inside a Beijing alley, a bearded 74-year-old fortune-teller in crimson tunic offers what Chinese parents have sought for centuries: an auspicious name for their newborn.

But business has been tough lately for Mao Shandong and others in his trade as tech-savvy entrepreneurs have turned the ancient naming tradition into a lucrative online business. "We can't make a living these days," lamented Mr Mao.

Chinese have for centuries believed that a well-chosen name can ensure a lifetime of good fortune.

Unlike in English, where one draws from a lexicon of Josephs and Richards, a Chinese name can be created from any combination of two or three characters.

And for many Chinese parents, making the right choice has become even more imperative as they seek to help their children stand out in the world's most pop…