Dominion Rd is still Dominion Rd, despite reports it had been re-christened with a Chinese name.

The Dominion Rd Business Association confirmed the name of its iconic strip was not changing after it was announced the road was being renamed "Duo Mei Lu", which in English means "a road with lots of beauty".

Business Association manager Gary Holmes said he understood the additional name, which was revealed by the Balmoral Chinese Business Association over the weekend, was intended as an alternative to the current literal translation of "Dominion Rd" which in Chinese means "Bad Luck Rd".

"We have many valued Chinese businesses along the full length of Dominion Rd and so I can appreciate the desire for this group to have a translation that doesn't offend their culture," Mr Holmes said.

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There was no proposal to formally rename the 7km-long road, he said.

"We believe Dominion Rd is more accurately described as being Auckland's international precinct given the multitude of ethnicities -- it's a bit like a world within a street."

The association last year appointed a part-time Chines liaison person to work specifically on supporting Chinese businesses and will soon be releasing a Chinese version of its popular annual business directory.