Research Themes
Research Themes
Linguistic Features and Functions of Shop Names in Hong Kong
Hong Kong street-level linguistic landscape often displays three major types of wordplay in commercial naming: (1) phonetic puns and homophony, (2) double readings created by the juxtaposition of Chinese and English, and (3) playful effects generated jointly by Chinese names, English names, and the visual design of storefront signage.
These shop names do not simply place Chinese and English side by side. Instead, they combine Cantonese pronunciation, English spelling, local culture, and commercial sign design to create language games that bilingual readers can decode simultaneously.
This is a very typical example of a Cantonese homophonic naming strategy. The Chinese name 何蘭正 already carries a strong sense of verbal play, and the official page explicitly describes it as a name full of playful meaning.
At the same time, it is consistently paired with the English name “Ho Lan Jeng,” creating a bilingual double-track presentation. This makes it a strong example of commercial naming creativity in Hong Kong’s bilingual environment.
This case is especially suitable for discussing hybrid Chinese-English naming and visual punning. The Chinese name 食字路口 is itself a layered expression: 食字 evokes the idea of a pun or wordplay, while 路口 recalls the phrase 十字路口, meaning “crossroads.”
The English name “Eat Shop” then places the words “eat” and “shop” alongside the Chinese 食. Because the Chinese and English appear together on the signboard, the language game is made visible directly on the storefront.
This example leans more toward a hybrid of local place name, Cantonese romanization, and English commercial formatting. The Chinese name is 女人街食飯公司, but the English version is not a straightforward standard translation.
Instead, it becomes “Ladies Street Sik Fan Co.” The first half preserves the recognizability of the place name in English, while the second half renders the Cantonese expression 食飯 as “Sik Fan,” followed by the English business suffix “Co.” This clearly reflects the Hong Kong bilingual practice of creating new expressions by drawing on different linguistic resources.
Subtopic Two: Comparison of Traditional Chinese Writing (from right to left) with Modern Western Language Symbolization/Strangefication
Introduction
Hong Kong is a combination of tradition and modernity, the East and the West, and so do shop names. In fact, the coexistence of traditional Chinese characters and modern Western expressions is one of the uniqueness in Hong Kong's language landscape. But how do these expressions function individually and collectively for conveying information? Is there difference in functions between Chinese and English shop names?
Findings
The research reveals a complex interplay between traditional Chinese naming practices and Westernized symbolic strategies in Hong Kong's shop names. Scholars consistently highlight that naming is not merely a linguistic act but a cultural and commercial performance, reflecting broader tensions between heritage and globalization.
1. The difference in position between two languages
While English is admitted by the HKSAR Government as one official language in Hong Kong, it is not the first choice in people's daily communications. English is in practice serving higher functions being the main language of the government, law courts, international businesses and the teaching language for secondary and university education whereas Chinese is more often used as the language of solidarity and the means of everyday communication among the general public.
2. The difference in function between two languages
Chinese character serves as a symbol of tradition, a mark of Chinese identity and a welcome message towards ordinary people, while English shows an open attitude to the world, symbolizing internationality, advancement, and developed culture. In business centre where well-educated people gather, English is more visible than in low-rent residential area. This highlights that naming functions as a cultural marker and a commercial tool simultaneously, reflecting cultural combinations and change in multilingual societies.
3. The strategies under which shop names are formed in both languages
While the evocation of local traditions in shop signs is commonplace, the exoticisation of languages is arguably a new feature of global modernity. And to make a shop name exotic, three strategies is pointed out: iconisation, translanguaging and destandardisation. These three terms describe different ways of combining elements from different languages and giving such combinations new meanings, which are all specific realizations of exoticization. Iconisation is to treat characters as visual symbols instead of parts of a language. It creates a visual "mood" rather than telling you what the shop sells. Like Fairwood, by using Chinese character "大" as the shape of a energetic guy, shows their food can charge your energy and make you happy.
While iconisation turns language into a static symbol, translanguaging is all about movement. It is the practice where multilingual speakers use their entire "linguistic repertoire" flexibly to communicate, rather than keeping languages in separate boxes. For example, Cafe De Coral uses French-like English that has similar pronounciation with its Chinese name "大家樂". It combines languages to attract customers with its French-style Chinese food.
Destandardisation challenges the idea that there is only one "correct" way to write or speak. By creatively using language, the shop names break the cold, standardized image of language and target youth culture and show regional pride. Just like ToysRus, it attracts young customers by creatively reversing the letter "R" in its name, making it funny and attractive.
Conclusion
The research has shown that shop naming in Hong Kong shows a dynamic interaction between traditional Chinese expressions and Westernized symbolic strategies. Traditional naming practices continue to anchor shops within local identity frameworks with their reliance on auspicious characters, cultural references, and community-oriented meanings. In contrast, Westernized and defamiliarized naming strategies employ English words, creative spellings, and visual symbolism to project modernity and cosmopolitan appeal. Together, these approaches reveal that shop names are not merely linguistic tokens but cultural artifacts negotiating between heritage and globalization. By working on this topic, we investigated deeply into why this imbalance would happen, how can the power of language be better made use of, and what can we do to highlight Chinese as a fashion trend worldwide.
Subtopic Three: A Study on the Linguistic Practices of Hong Kong Store Names from Regional and International Perspectives
The Linguistic Landscape of Hong Kong Store Signboards: The Intersection of Regionalism and Internationalization
Introduction: Language landscapes reflect social realities.
On the streets and alleys of Hong Kong, shop signs serve not only as carriers of commercial information but also as a microcosm of the city's linguistic landscape. Research on linguistic landscapes focuses on the visibility and prominence of different languages in public spaces, revealing the hierarchical, policy-driven, and dynamic coexistence of languages within society (Gorter, 2009; Shohamy & Gorter, 2009).
Literature Review: How do we organize existing research?
This study systematically searched peer-reviewed literature from Taylor & Francis, Sage Journals, and Springer Nature Link, identifying studies focusing on postcolonial multilingual cities such as Hong Kong, Macau, and Taiwan that addressed topics like "regionalization/globalization" and "multilingual store names".
Key findings: The social power behind language
Research by Zhang & Chan (2017) on how multiple scales of power shape language choices in Macau demonstrates how the "exoticization" of Portuguese during colonial times, traditional Chinese after the return, and Western languages in the casino district reflects the intersection of historical, political, and economic factors. Similarly, in Hong Kong's commercial signs, English is often placed at the top or left to highlight its dominant role in international business, while Chinese serves as a necessary supplement to the local language (Han & Shang, 2024).
https://doi.org/10.1080/14708477.2017.1261674
There are significant regional differences. Gonzales et al. (2026) found that in different areas of Hong Kong: Mong Kok's multilingual signs reflect its vibrant business scene; Tin Shui Wai is dominated by Chinese, showing the influence of local and mainland cultures; and Discovery Bay is almost entirely English-speaking, becoming a symbol of the expat community. https://doi.org/10.1080/14790718.2025.2516543
The influence from the mainland is growing stronger. A quantitative study by Lai (2013) found that the use of simplified Chinese characters and Mandarin pinyin is increasing in areas like Central and Mong Kok, reflecting the close ties between mainland China and Hong Kong. https://doi.org/10.1080/14790718.2012.708036
Insufficient research and future directions
Most current studies are based on the external perspective of researchers, lacking in-depth exploration of the true intentions and perceptions of social actors such as shop owners and customers. Therefore, we suggest that future research adopt ethnographic methods, combining in-depth interviews with multimodal analysis, and integrating multi-scale interactions and perspectives from different stakeholders.
Conclusion
Moving towards a comprehensive study of the linguistic practices in Hong Kong shop names as part of a broader language landscape, it is evident that these practices are the result of the combined effects of macro-social history, geopolitical changes, and economic forces.
Subtopic Four: Research on the Information Function of Shop Names in Hong Kong
Shop names in Hong Kong: Key carriers for conveying business information, cultural identity and brand strategies
In Hong Kong, the abundant language environment gives the names of local shops a unique character. These names may seem simple at first glance, but they actually convey a lot of information, influencing how customers perceive the shop and the competition among businesses. This section will explore the rich information functions carried by Hong Kong shop names. We will conduct the discussion from the following aspects.
1.Transmitting basic business information: Clear and straightforward store navigation
The primary function of a shop name is to provide clear business information to customers. They can quickly inform consumers of the shop's business scope, for example, "XX Convenience Store" can immediately let customers understand its convenience, thereby effectively saving customers' search time and helping them quickly establish a basic understanding of the store (van Dijk, 1980). A well-named store can precisely convey its core business through its name. For instance, "XX Seafood Restaurant" can immediately indicate its seafood specialty, while "YY Computer Technology" directly points to its technology service field. This clear information transmission helps attract customers with specific needs and improves the efficiency of customers' visits to the store. This "Given-new information" language organization principle enables merchants to use words and sentence structures to highlight the key information that customers most expect to receive and understand first, thereby efficiently achieving information communication (Halliday & Matthiessen, 2004).
lFrom these shop names, we can immediately know they are a seafood restaurant and a bookstore.
2.Highlighting cultural identity and value orientation: The linguistic imprint of multiculturalism
There is a rich cultural connotation behind the name of the store in Hong Kong. Many names skilfully use Cantonese consonants or proverbs, such as "sweet to the heart", which vividly conveys product characteristics; there are also shop names combined with place names or nostalgic elements, such as "XX Street Tea Restaurant", which evokes local memories and nostalgia. In addition, some names reflect the integration of Chinese and Western cultures, combining oriental artistic conception with English vocabulary. This can not only reflect the importance attached to local traditions, but also conform to the development trend of globalisation (Li, 2000; Zhang, 2025).
lThis shop name features both Chinese and English fonts, embodying both local characteristics and an international perspective.
3.The strategic cornerstone of brand strategy: Creating a distinctive business image
Naming the store is an important step for merchants in market competition. A good shop name can help merchants establish a unique image and attract target customers, so as to gain an advantage in the competition (Wong & Chan, 2018). For merchants, they should be good at using clever language to construct store names, so as to clarify their market positioning and show the characteristics of the brand. For example, the name "Pacific Coffee" cleverly uses "Pacific", an international geographical name, and combines it with "Coffee", a word that directly indicates the business scope, which not only conveys the core business of the brand, but also shapes a Internationalisation and vibrant brand image. At the same time, through this name, we can see the image that the business intends to project, and thereby gain a clearer understanding of its position in the market and its main business philosophy.
These shop names are creative and they are likely to catch people's attention.
4.Reflecting on social and economic changes: Echoes of the era's language
On one hand, the change of shop names also reflects the development and transformation of Hong Kong's economy, culture and society over time. As time goes by, people's shopping habits, preferences for beauty, and the degree of acceptance of new things are all changing, and these changes can be seen in the selection and evolution of shop names (Zhang, 2025). For example, in recent years, there has been an increasing trend of using English or a combination of English and Chinese in shop names, which indicates that Hong Kong is becoming more international. On the other hand, the selection of shop names is also influenced by many factors, including interpersonal relationships, the operation of the market economy, and new ideas that merchants come up with, etc. (Zhang, 2025).
To sum up, the shop names in Hong Kong carry a wealth of information. This information covers the fields of business and cultural life. Studying the information contained in these names will help us gain a more comprehensive understanding of Hong Kong and its social development.
References
Halliday, M. A. K., Matthiessen, C. M. I. M., Halliday, M., & Matthiessen, C. (2004). An Introduction to Functional Grammar (3rd ed.). Routledge.
Li, D. C. S. (2000). Cantonese-English code-switching research in Hong Kong: a Y2K review. World Englishes, 19(3), 305–322.
van Dijk, T. A. (1980). Macrostructures: An Interdisciplinary Study of Global Structures in Discourse, Interaction, and Cognition (1st ed.). Routledge.
Wong, A. S. H., & Chan, S. S. S. (2018). From 'the world of Suzie Wong' to 'Asia's world city': tracing the development of bilingualism in Hong Kong's linguistic landscape (1957–2014). International Journal of Multilingualism, 15(4), 435–454.
Zhang, T. (2025). Sociolinguistic ecology disparities and linguistic landscaping in different urban spaces: the case of Hong Kong. International Journal of Multilingualism, 22(3), 1721–1740.
Subtopic Five:Research on the Emotional Functions of Shop Names in Hong Kong
Shop Names and Emotional Expression in Hong Kong’s Multilingual Society
Hong Kong’s multilingual commercial environment gives shop names unique emotional weight. Centered on Cantonese, English, and Mandarin, and drawing on spatial, cultural, and consumer-centric perspectives, the exploration integrates spatial factors, cultural elements, and consumer group characteristics to examine the role of store names in shaping consumer perception, fostering community bonds, and constructing collective memory, filling a critical gap in existing research on the dynamic emotional roles of Hong Kong’s shop names (Lou 2017; Theng and Lee 2020).
1. Emotional expression through language choice
Shop names that use only Chinese or Cantonese should highlight local characteristics to awaken people’s sense of belonging and nostalgic emotions and strengthen neighborhood connections, which carries many collective memories (Lou 2017; Kwok 2020). Those use purely English symbolizes globalization and high-endness, which is a symbol that aligns with international standards for elite positioning (Theng and Lee 2020; Lai 2013).
(LAN FONG YUEN)
This shop name shows a classic Hong Kong cha chaan teng,
whose Cantonese name evokes strong local nostalgia and collective memory.
(Simmons)
This shop name presents an international high-end mattress brand,
whose English name symbolizes globalization and premium quality.
(PARKnSHOP)
This shop name shows a bilingual supermarket sign that
balances local cultural recognition and international consumer appeal.
2. Emotional geography related to spatial scenarios
There are significant regional differences in the language preferences for store names in Hong Kong. Among them, the core business districts such as Central are mainly served in English or with bilingual services, while the local areas such as Tai Po and Sheung Shui mainly use Chinese or Cantonese (Lai 2013; Lou 2017). This constitutes the unique commercial sentiment geography of Hong Kong.
(The Empire Hotel Kowloon)
This shop name displays a luxury hotel in a core business district,
whose English-dominant name highlights its international high-end positioning.
(LET' S YUM CHA)
This shop name shows a local dim sum restaurant,
whose Cantonese name fits the daily life of Hong Kong residents and enhances neighborhood intimacy.
3. Perceived differences among consumer groups
This study finds that the young people in Hong Kong tend to prefer store names in both Chinese and English as it aligns with their personal style and fashion needs (Chan and Li 2022), while the elderly tend to prefer shop names in Cantonese that carry historical significance (Kwok 2020). They believe that it can evoke a strong sense of nostalgia and serve as a channel for intergenerational memory transmission. From the perspective of industry differences, the industry nature will directly affect the naming strategy. For instance, high-end restaurants place greater emphasis on English, while community stores tend to give more importance to Cantonese (Theng and Lee 2020).
(Green Dot Dot)
This shop name presents a trendy retail store,
whose creative bilingual name caters to young consumers' pursuit of fashion and novelty.
(Mak' s noodle)
This shop name shows a time-honored local noodle shop,
whose Cantonese name carries historical significance and evokes nostalgic emotions among the elderly.
(The Royal Garden Hotel)
This shop name displays a high-end hotel in Tsim Sha Tsui,
whose English name aligns with the international commercial atmosphere of the central business district.
(WING FU CURRENCY EXCHANGE COMPANY)
This shop name shows a community currency exchange store,
whose Chinese-dominant name builds trust with local residents and strengthens regional belonging.
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