Oh boy!

English is a fairly universal language, so advertisers here sometimes use English words as a way to increase the "coolness" of their image. I always wondered if that might not explain the signs I see around Minsk advertising stores called Oh Boy. Generally the signs don't announce much more than the fact that you can find Oh Boy stores in several countries and that they consider themselves deluxe. I imagined that everybody knew what they sold, much like everybody seems to know what to expect at Ikea even though we don't all go there.

The other day, however, I realized that "Oh Boy" (Обои) means wallpaper.