Data & Visualizations

 Data & Visualizations

I. Language Usage Proportion (Based on Analysis of Multiple Regions and Store Types in Documents)

Figure One: In the use of shop signs in Hong Kong, bilingual signage in Chinese and English dominates, accounting for about 55%, reflecting Hong Kong's role as an international metropolis that blends local culture with globalization. Pure English signage accounts for about 25%, mainly found in core business districts like Central, international brands, and high-end shopping areas, reflecting an international and elite vibe. Pure Chinese or Cantonese signage accounts for about 20%, commonly seen in neighborhood shops, traditional brands, and areas populated by locals, carrying a strong sense of local identity and cultural memory. Overall, Hong Kong's shop signage presents a diverse coexistence pattern characterized by "bilingual as the mainstay, English as a supplement, and Chinese as the foundation".

Data sources: Subtopic two, three and five (regional differences, consumer preferences, functional division of labor)

 

II. Frequency of Language Games (Based on Subtopic One)

Figure Two: In the language play of Hong Kong shop names, three main strategies show significant frequency differences. Among them, homophonic puns (Cantonese/English) are used most frequently, accounting for about 45%. A typical example is "Ho Lan Jeng," which creates a pun through the phonetic similarity between Cantonese pronunciation and English spelling. Next is the strategy of creating puns by juxtaposing Chinese and English, appearing about 30% of the time, such as "Eat Shop" paired with the English name "Eat Shop," utilizing the coexistence of Chinese and English on the sign to create semantic overlap and wordplay. The strategy of combining visual and linguistic creativity accounts for about 25%, like "Ladies Street Sik Fan Co." for " company," which combines Cantonese spoken pinyin (Sik Fan) with an English business suffix (Co.) while enhancing the linguistic fun through the visual design of the sign. Overall, homophonic puns are the most favored form of language play, reflecting the creativity of auditory, semantic, and visual multimodal interactions in Hong Kong shop naming.

 

III. Differences in Regional Language Distribution (Based on Subtopic Three & Five)

Figure Three: The higher the commercial grade and internationalization of an area, the higher the proportion of English usage; community-oriented areas rely more on Chinese/Cantonese

 

IV. Language Preferences of Different Consumer Groups (Based on Subtopic Five)

Figure Four: Young people prefer bilingual and creative names, while older people prefer traditional Cantonese shop names, reflecting emotional memories and cultural identity

 

V. Proportion of Three "Alienation Strategies" Used in Store Naming

Figure Five: These strategies show that store naming is not just about conveying information, but also about reproducing cultural symbols

VI. Comparison of Information Function and Brand Strategy Function (Based on Subtopic four)

Figure 6: Main Types of Information Functions Carried by Store Names

 Limitations

  This study still has the following shortcomings: For instance, lack of an exploration of the application and impact of the use of Mandarin in the shop names in Hong Kong, and most of the existing studies are qualitative analyses, lacking sufficient quantitative data support. Furthermore, this study does not cover emerging fields such as cultural heritage and streetwear, as well as changes in consumption and naming patterns in the post-pandemic era (Lai 2013; Lou 2017). In the subsequent research, a special study on the emotional role of Mandarin in the naming of stores in Hong Kong will be conducted, and by combining quantitative and experimental methods, an empirical analysis will be conducted to verify the correlation between emotional functions and consumer behavior. At the same time, the research will continue to track social and cultural factors, and study the changes in the emotional connotations of shop names in emerging fields and in the post-pandemic era.