Gougou, Gugu, Gege, Goule or Guge? A furious online debate has opened up in China over the recent adoption of a Mandarin name by Google - the latest in a series of controversies to hit the American online search company since it launched a Chinese service earlier this year.

Already facing a backlash over its capitulation to Beijing's censorship demands and problems with US regulators, the world's biggest search engine is now under fire for choosing a name many users criticise as awkward, nonsensical or rude.

It is less than a fortnight since Google said it would be known as Guge, represented by the ideograms for valley and song. The name conveyed "the sense of a fruitful and productive search experience in a poetic Chinese way", it said.

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