About us:
Our group consists of five MA English Studies students from City University of Hong Kong, they are: Song Jia, Chen Yi, Zhang Lan, Kuang Shiwen, and Wang Linhan. Each member takes responsibility for a dedicated section of this project. We collaborate closely, divide tasks effectively, and support one another to complete the research as a team.
Through our team’s observation and analysis, we find that as a post-colonial, globalized metropolis, Hong Kong exhibits a distinct and dynamic sociolinguistic landscape where Cantonese, Mandarin, and English coexist and interact within its vibrant commercial spaces. Shop names, as visible and ubiquitous components of this linguistic landscape, function not only as practical business identifiers but also as nuanced carriers of cultural identity, intentional branding strategy, and the city’s enduring dual local-international orientation.
Our project is relevant to sociolinguists investigating urban linguistic ecology, business strategists refining commercial branding approaches, and cultural analysts examining Hong Kong’s hybrid post-colonial identity, while also offering actionable insights for local merchants navigating linguistic diversity in market positioning. Our group will conduct a systematic analysis of shop name linguistic features, with two core sub-themes: variations across spatial contexts, from affluent high-end residential areas to densely populated downtown districts, and across sectors including retail outlets, dining establishments, and service providers. Existing research has yet to address these stratified, context-specific patterns in depth, often focusing on broad linguistic trends rather than granular, category-based comparisons, positioning this study to fill a critical gap in understanding Hong Kong’s commercial sociolinguistic dynamics.
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