Ah, thanks for your response. I was unaware that the chat link would be in that person's language and had just assumed that it would auto translate the names the way linking targets with <t> or coordinates with <pos> does. If you're right, I stand duly corrected!
It's just that I'm on a JP server but it's the first time I can remember seeing an item linked in Japanese. It may just be that the feature isn't used as much in say and shout channels by Japanese players.