International language service for Chinese heritage brands (CHBs) refers to international communication in the area of cross-cultural branding. As a unique form of transcreation, the service is typically target-audience oriented and highlights subjectivity and innovation of the service providers. The current study investigates the international language service competence, i.e. the traits and skills required for successful service, and tentatively identifies 3 primary elements, namely language competence, discourse competence and technology competence, and 11 secondary elements. It lays the foundation for the development, teaching and performance assessment of CHB International Language Service.