This paper analyses an important but hitherto neglected method of borrowing between languages. It introduces the term ‘phono-semantic matching’ (henceforth PSM) to describe the technique whereby a foreignism is reproduced in the target language, using pre-existing native elements that are similar to the foreignism both in meaning and in sound, and it traces its occurrence in two key language groups: () ‘reinvented’ languages, in which language-planners attempt to replace undesirable loanwords e.g., Israeli (a.k.a. ‘Revived Hebrew’ or ‘Modern Hebrew’) and Revolutionized Turkish; and () languages using a “phono-logographic” script e.g., Chinese and Japanese (to the extent that kanji are used). Such multisourced neologization is an ideal means of lexical enrichment because it conceals foreign influence from the future native speakers, ensuring lexicographic acceptability of the coinage, recycles obsolete autochthonous roots and words (a delight for purists) and aids initial learning among contemporary learners and speakers. Linguists have not systematically studied such camouflaged hybridity. Traditional classifications of borrowing ignore it altogether, and categorize borrowing into either substitution or importation. However, as this paper demonstrates, PSM is a distinct phenomenon, which operates through simultaneous substitution and importation. Its recognition carries important implications not only for lexicology and comparative historical linguistics, but also for sociolinguistics and cultural studies. Website © 2009 Ingenta.