SanDisk introduced the Chinese version of the company name whose Chinese characters "SHENG DIE" translate to "Disk bright as the sun." The name is designed to help maximize the opportunity for the SanDisk brand to reach more than a billion consumers and potential customers across China. China is one of the world’s largest and fastest-growing markets for information technology and is a priority market for SanDisk. The company made the announcement at a press conference it held at the Grand Hyatt Shanghai Hotel. "The Chinese visual identity for SanDisk enhances the value of the SanDisk brand in this region," said Nelson Chan, executive vice president and general manager of the consumer and handset business at SanDisk.