The Turkish Republic of Northern Cyprus (TRNC) has faced an ongoing struggle for recognition and legitimacy on the global stage. It is a place where Turkish Cypriots have endured a complex and difficult history, marked by resistance, resilience, and a fight for survival against all odds. Yet, within our borders, an insidious form of cultural dilution appears to be taking place, right under our noses, through the subtle but effective use of English and Greek place names on tourism products. This is more than just a simple matter of language—it is an assault on our national identity, our sovereignty, and our cultural heritage.

Foreign Names on TRNC Tourism Merchandise: An Identity Crisis?

Walk into any souvenir shop in the TRNC today, and you will see a disturbing trend: a plethora of items—from mugs to fridge magnets, trays, and keychains—bearing names like "Famagusta," "Kyrenia," and "Nicosia," written in English rather than their rightful Turkish counterparts, "Gazimağusa," "Girne," and "Lefkoşa." This pervasive use of foreign names raises several pressing questions about our identity and sovereignty.

Dr. Mehmet Hasgüler, a political analyst at Eastern Mediterranean University, explains, "These names, in English or Greek, don't just erase our cultural identity; they actively propagate a narrative that diminishes our presence and history. Every tourist item with these names is a small but potent act of cultural aggression." Hasgüler's perspective is not just academic; it speaks to a real concern within our community that these names represent a broader struggle for cultural legitimacy.

Why, after everything Turkish Cypriots have gone through, do we allow such misrepresentation? We must urgently ask: who is behind these imports? Are these products simply mass-produced in China with little understanding of our historical sensitivities, or is there a more coordinated effort by foreign parties to undermine our cultural and national identity?

A Pattern of Cultural Erasure: A Historical Context

This is not the first time the Greek propaganda machine has sought to erase Turkish Cypriot identity. The Greek Cypriot side has consistently worked to minimize our presence, using every available avenue—from international diplomatic channels to cultural productions and everyday commercial activities. The choice to use non-Turkish names on products sold in the TRNC is, at best, an oversight. At worst, it is a deliberate attempt to undermine our identity.

The roots of this problem go back decades. Consider the words of Professor Ali Nesim, a noted historian from Near East University: "The 1960s and 1970s were marked by systematic efforts to Hellenize Cyprus in every possible way, from street names to textbooks and beyond. The current trend in tourism merchandise is a continuation of these policies. The goal remains the same: to present Cyprus as a purely Hellenic entity, erasing Turkish Cypriot history and culture."

The ongoing battle over the name "halloumi" (known in Turkish as "hellim") is another stark example. The Greek Cypriots have relentlessly campaigned to monopolize the name "halloumi," seeking EU protection that excludes Turkish Cypriots. While the European Union's final decision to grant PDO status included both communities, it was only after intense lobbying and political pressure. The same pattern applies to our place names; they are part of a broader strategy to erase Turkish Cypriot culture from the island's narrative.

The Importance of Names: A Lesson from Türkiye

Just as names matter to the Greek Cypriot side, they matter to us. We should take a cue from our ally Türkiye, where President Erdoğan recently made it clear that the country should no longer be referred to as "Turkey" in international settings, but as "Türkiye." This was more than a mere rebranding; it was a powerful assertion of national pride, self-determination, and respect for historical and cultural authenticity.

The Economist noted in a recent article, "Erdoğan’s move to standardize the international usage of 'Türkiye' is a reflection of a broader geopolitical strategy to assert Turkish sovereignty and cultural integrity on the global stage." Shouldn't we, too, demand the same respect for our place names?

Imagine the British reaction if tourist souvenirs in London were labeled as "Londra," the Turkish name for their capital. The outcry would be swift and fierce, with discussions in Parliament and campaigns to correct the perceived insult to their national identity. Why should our reaction be any different when it comes to Girne being labeled as "Kyrenia"?

But let's take this even further. What if Paris, the iconic capital of France, saw souvenirs bearing images of the Eiffel Tower labeled with “Parigi,” the Italian name for the city, or if postcards of New York featured “Nueva York,” the Spanish rendition? Would the French or Americans find this acceptable? Absolutely not. They would rightly view it as an affront to their cultural sovereignty. Similarly, imagine Tokyo being labeled as "Tōkyō" in Romaji script instead of the Kanji "東京," or Beijing being called "Pékin," the French variant, on cups and souvenirs sold in China. The uproar would be immediate, and justifiably so.

Names carry deep cultural, historical, and political significance, and altering them on something as ubiquitous as tourist merchandise sends a subtle yet powerful message. It dilutes the identity of a place, just as the consistent use of non-Turkish names on our products attempts to dilute ours.

A Call to Action: What Must Be Done

Firstly, our Ministry of Culture and Tourism must take immediate action. A comprehensive review of all tourism products in our market should be conducted to identify the origins of these misrepresentations. Are these simply “Made in China” imports, or is there a more organized effort to flood our market with non-Turkish names?

A spokesperson for the TCE recently stated, “The influx of goods with English names is concerning. We need to ensure that all merchandise reflects our culture and heritage accurately. This is not just about tourism; it's about asserting our rightful place in the world.”

Secondly, clear guidelines should be issued to all souvenir shops in the TRNC, mandating the use of Turkish names for all locations on any tourism merchandise. This is not just about maintaining cultural integrity; it is about asserting our sovereignty and correcting the historical inaccuracies perpetuated by such products.

Thirdly, we must take this issue to international platforms. Engage in discussions with British ex-pats and other international communities living in the TRNC, who are likely to support our stance. Most British residents, having chosen to live in our territory, would respect the use of local names that reflect our unique identity and history. We should also engage with international marketing firms to ensure they understand and respect our preferences when producing merchandise.

Similar Cases Around the World: A Wider Propaganda Battle

This issue is not unique to the TRNC. Consider the case of North Macedonia, a nation that had to fight for recognition of its name against Greek claims. The Greeks pushed hard for the name "North Macedonia" to be used internationally, showcasing how powerful the politics of naming can be. Similarly, Israel has faced issues with labeling products from its territories, often leading to international debates and boycotts.

Closer to home, Türkiye's decision to rebrand itself globally from "Turkey" to "Türkiye" underscores the importance of names in preserving national identity. By doing so, Türkiye is asserting itself on the global stage, demanding respect for its cultural and historical roots. The TRNC should follow this example.

A recent example from Spain illustrates the power of names. Catalonia, an autonomous region, has fiercely defended the use of Catalan language names, insisting that cities like "Girona" and "Lleida" not be referred to by their Spanish counterparts, "Gerona" and "Lérida." This insistence on correct naming is a political act of self-determination, something we in the TRNC should also be prepared to defend.

The Path Forward: Preserving Our Identity Through Names

Names are not just words; they are symbols of our identity, our history, and our existence. As Turkish Cypriots, we must recognize that the use of foreign names on products sold in our territory is not a trivial matter. It is a subtle but significant form of cultural erosion that threatens our sovereignty and our very existence.

“We are not just a footnote in Cyprus’s history,” says İsmail Arter, Mayor of Gazimağusa (Famagusta). “Our culture, our language, our names—they are integral to who we are. Every time a visitor picks up a souvenir labeled ‘Famagusta’ instead of ‘Gazimağusa,’ a piece of our history is diminished.”

Our leaders must be bold and take decisive actions. We should look to President Erdoğan’s example in Türkiye and stand firm on our demand for the correct representation of our cultural and national identity. This issue should be addressed immediately and with the seriousness it deserves. Let us not allow the world to forget who we are, where we come from, and what we stand for.

TCE Conclusion: A Call for Awareness and Change

We call upon the TRNC’s Ministry of Culture and Tourism to take immediate steps to rectify this situation and protect the integrity of our cultural and national identity. Names are not just words; they are expressions of our history, our culture, and our pride. It is time we reclaim our identity, one name at a time.

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References:

1. Ministry of Culture and Tourism of the TRNC (2023). "Official Guidelines on Cultural Representation in Tourism."
2. BBC News (2023). "Türkiye's Global Name Change: A Sign of National Pride."
3. The Economist (2024). "Erdoğan’s Geopolitical Strategy: The Rebranding of Türkiye."
4. The Guardian (2022). "The Politics of Naming: How Place Names Define National Identity."
5. Cyprus Mail (2024). "The Ongoing Battle Over Halloumi: A Case of Cultural Appropriation."
6. Interview with İsmail Arter, Mayor of Gazimağusa, TRNC News (2024).