Naming of Izakaya Japanese Restaurants in Bangkok

Abstract

This research aims to examine linguistic characteristics, word-formation processes, and sociocultural meanings reflected in the naming of izakaya restaurants in Bangkok. Data were collected from the official Facebook and Instagram pages of 120 restaurants. The results reveal that most izakaya names follow a two-word Japanese compound pattern: “[identity] word + izakaya,” reflecting a traditional naming style and emphasizing clear communication of the business type to customers. Twelve word-formation processes were identified, with the three most frequent being compounding, phonological change, and affixation. Regarding sociocultural meanings, 26 semantic groups were identified, with “food” and “place” ranking first and second in frequency, indicating an emphasis on authenticity to build customer trust. Furthermore, names related to “people” and “nature” reflect the “third place” concept, which reduces social hierarchy and offers a home-like sense of relaxation. The use of “animals” and “Japanese cultural icons” (groups of people, characters, or animals) conveys the utilization of Japanese cultural capital in alignment with the Japanese government’s Cool Japan policy.