Names that Sell: Strategies in Naming Noodle Shops in Bangkok

Abstract

Noodle stores are a basic feature of Thai daily life, offering a great variety of meal choices, and ranging from street-side vendors to upmarket restaurants. This study examines the naming practices of Bangkok’s noodle stores, where well-known local businesses usually draw on recognizable names. Concurrent with this, newly opened businesses in competitive markets choose unique branding techniques. Using ethnolinguistic techniques with data gathered from 5,675 noodle shop names obtained from Facebook pages, this study examines how these names capture cultural identity, social hierarchies, and consumer preferences. The study distinguishes naming techniques into conventional and modern methods. Conventional names usually follow conventional Chinese company methods, including the owner’s name and types of noodles, allowing personalization and customer loyalty. Conversely, modern names reflect innovation and focus on both literal components—such as ingredients and flavors—and non-literal features, using rhetorical devices and metaphorical language in the generation of unique names. This creative use of language creates an emotional connection with customers. Name rules are used to show more general social norms and trends in Bangkok’s food scene. Meanwhile, people’s actions show that modernity and custom are both important elements in naming.