An Analysis of the Tradename in Chinese-Thai Merchant Shops and Stores in Muang District Lampang Province

Abstract

             The naming of shops by Thai people of Chinese descent in Mueang District, Lampang Province, represents a linguistic and cultural phenomenon that reflects ethnic identity and ancestral roots. The objectives of this study are as follows: 1) to analyze the word structure and linguistic features used in shop names by Thai people of Chinese descent in Mueang District, Lampang Province; and 2) to examine the cultural values and beliefs reflected in these shop names. This study is grounded in theoretical frameworks from sociolinguistics and cultural studies. The data were collected from shop signs in “Kad Kong Ta” and “Lampang Chinatown,” which serve as economic and cultural centers for the local Chinese community.
            The research result found that:
             1. Most shop names consist of single words, compound words, or a main word plus modifier pattern, with occasional use of Thai, Chinese, and English. Chinese characters, both traditional and simplified, are also used, reflecting the preservation of linguistic identity and cultural heritage.
             2. In terms of cultural values, shop names often incorporate terms associated with prosperity, wealth, auspiciousness, and the continuation of family names or significant individuals. The choice of colors on shop signs carries symbolic meanings: red backgrounds with gold lettering signify good fortune and prosperity; black backgrounds with gold lettering convey elegance and stability; and white backgrounds with red lettering attract attention and symbolize purity.
             In conclusion, shop naming among Thai Chinese in Lampang not only constructs business identity but also reflects linguistic structures and cultural values linked to migration history and community life. This study contributes to a deeper understanding of the relationship between language, culture, and society and serves as a reference for future research in sociolinguistics and cultural studies.