Bridging Cultures through Language: The Role of Thai and Korean Restaurant Names in Shaping Global Perception and Soft Power

Abstract

Naming is humans’ tool to represent things, expressing their unique characteristics and identities. This study explores the role of Thai and Korean restaurant names in building global awareness and promoting soft power, focusing on cultural and marketing significance. This research examines 100 restaurant names, including 50 Thai and 50 Korean restaurants, selected from economic areas in Bangkok and Seoul. Content analysis, comprising in-depth interviews with restaurant owners and stake-holders, customer reviews, and popular menu items, uses Interactional Sociolinguistics and Nye’s soft power theory to assess how these names promote soft power. The findings show that restaurant names systematically use cultural backgrounds, location names, and linguistic characteristics to show national identity, attract tourists, and boost soft power. Thai restaurant names focus on feelings of warmth, friendliness, and famous landmarks. In contrast, Korean restaurant names highlight modernity, tradition, and the popularity of the Korean wave. This research contributes to understanding how naming practices can be used as a tool for international branding and marketing.