STRATEGIES OF FUNERAL-THEMED PORRIDGE RESTAURANT ENTREPRENEURS: A VIEWPOINT FROM THE PRACTICE OF SEMIOLOGY

Abstract

This academic article examines the strategies used by funeral-themed porridge restaurant entrepreneurs to navigate the competitive restaurant industry and the pressures of consumer society. It explores how semiotics in modern marketing influence consumer perception and word-of-mouth communication, leading to societal trends and digital media coverage. In a Buddhist cultural context, the funeral theme—constructed through objects, images, and words—carries both explicit and implicit meanings that require cultural interpretation. The study shows that business and experiential strategies related to sign interpretation demonstrate society's role in shaping business practices. This leads to the efficient use of resources and the achievement of business goals in the modern restaurant industry.