Cultural Narratives on the Plate: A Semiotic Study of Food Design in Chinese and Thai Cross-Cultural Experiences
Article Sidebar
Main Article Content
Abstract
This study aims to examine cross-cultural food experiences by exploring how food design reflects cultural influence, shapes consumer preferences, and functions as a medium for cross-cultural communication. Specifically, the research investigates the role of cultural values in shaping food design practices in Chinese and Thai contexts, analyzes audience responses to food design elements, and examines how food design facilitates intercultural understanding.
A qualitative research approach was employed using comparative content analysis of selected Chinese and Thai food vlog materials. Video cases representing diverse food environments, including traditional markets, Chinatown settings, night markets, and street food contexts, were purposively selected. Audience interactions were further examined through viewer comments to understand how meanings are interpreted and negotiated in cross-cultural encounters. The data were analyzed using thematic analysis to identify patterns related to sensory presentation, cultural symbolism, and mediated engagement.
The findings reveal that cross-cultural food experience is a dynamic process shaped by the interaction of cultural narratives, sensory design, and social interpretation. Cultural values influence food design through symbolic and experiential elements, while consumer preferences are negotiated through emotional responses such as curiosity and trust. Food design also functions as a communicative interface that bridges cultural differences through sensory engagement and narrative framing.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
References
Abidin, C. (2016). Aren’t these just young, rich women doing vain things online?. Social Media + Society, 2(2), 1–17. https://doi.org/10.1177/2056305116641342
Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory. Journal of Consumer Research, 31(4), 868–882. https://doi.org/10.1086/426626
Askegaard, S., & Kjeldgaard, D. (2007). Here, there, and everywhere: Place branding and gastronomical globalization. Journal of Macromarketing, 27(2), 138–147. https://doi.org/10.1177/0276146707300068
Barthes, R. (1979). Toward a psychosociology of contemporary food consumption. New York: Hill and Wang.
Counihan, C., & Van Esterik, P. (2013). Food and culture: A reader. (3rd ed.). New York: Routledge.
Fischler, C. (1988). Food, self, and identity. Social Science Information, 27(2), 275–292. http://dx.doi.org/10.1177/053901888027002005
Heldke, L. (2003). Exotic appetites: Ruminations of a food adventurer. New York: Routledge.
Henderson, J. C. (2019). Street food and tourism: A Southeast Asian perspective. In: Park, E., Kim, S., Yeoman, I. (eds) Food Tourism in Asia. Perspectives on Asian Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-13-3624-9_4
Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York: NYU Press.
Kim, Y. Y. (2001). Becoming intercultural: An integrative theory of communication and cross-cultural adaptation. Thousand Oaks, CA: Sage.
Kittler, P. G., & Sucher, K. P. (2021). Food and culture. (7th ed.). Boston, MA: Cengage.
Krippendorff, K. (2018). Content analysis: An introduction to its methodology (3rd ed.). Thousand Oaks, CA: Sage.
Lee, J. (2008). The fortune cookie chronicles. New York: Twelve.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. Beverly Hills, CA: Sage.
Long, L. M. (2004). Culinary tourism. Lexington, KY: University Press of Kentucky.
Lotman, Y. (1990). Universe of the mind: A semiotic theory of culture. London: I.B. Tauris.
Lu, S., & Fine, G. A. (1995). The presentation of ethnic authenticity: Chinese food as a social accomplishment. The Sociological Quarterly, 36(3), 535–553. https://doi.org/10.1111/j.1533-8525.1995.tb00452.x
Mak, A. H. N., Lumbers, M., & Eves, A. (2012). Globalisation and food consumption in tourism. Annals of Tourism Research, 39(1), 171–196. https://doi.org/10.1016/j.annals.2011.05.010
Neuendorf, K. A. (2017). The content analysis guidebook (2nd ed.). Thousand Oaks, CA: Sage.
Patton, M. Q. (2015). Qualitative research & evaluation methods. (4th ed.). Thousand Oaks, CA: Sage.
Pine, B. J., & Gilmore, J. H. (1999). The experience economy. Boston, MA: Harvard Business School Press.
Richards, G. (2012). An overview of food and tourism trends. In Food and the tourism experience (pp. 13–46). London: Routledge.
Rozin, P. (2005). The meaning of food in our lives. Journal of Nutrition Education and Behavior, 37(2), S107–S112. DOI: 10.1016/s1499-4046(06)60209-1
Schmitt, B. (1999). Experiential marketing. New York: Free Press.
Somthawinpongsai, C., Kaewsrinoum, W., Kaewkeeree, S., Lu, L., Tee, M., & Jingchuan, W. (2025a). Communication-driven creative placemaking and cultural tourism for advancing SDG 8, 11, 12, and 17: Co-designing a terracotta pot check-in point in Koh Kret, Thailand. International Journal on Culture, History, and Religion, 7(Special Issue 3), 179–201. https://doi.org/10.63931/ijchr.v7iSI3.316
Somthawinpongsai, C., Ngernlad, W., Chen, Q., Leong, A. S. S., Tee, M., & Lu, L. (2025b). Strategic digital communication and platform development for community-based organic agricultural enterprises: A case study of Koh Kret, Thailand. Lex Localis – Journal of Local Self-Government, 23(S6), 3558-3568. https://doi.org/10.52152/pcx49f23
Somthawinpongsai, C., Vorayotha, C., Yang, C., Lu, L., & Tee, M. (2025c). Narrative design for SDG-oriented social innovation: The Koh Kret model. TPM: Testing, Psychometrics, Methodology in Applied Psychology, 32(S3), 885–894. Retrieved from https://tpmap.org/submission/index.php/tpm/article/view/550
Spence, C. (2017). Gastrophysics: The new science of eating. London: Viking.
Yin, R. K. (2018). Case study research and applications: Design and methods. (6th ed.). Thousand Oaks, CA: Sage.
Zampollo, F. (2016). Food design thinking. London: Bloomsbury.
