MEANINGS REFLECTING BELIEFS IN AUSPICIOUSNESS ON CHINESE-NAMED SHOPS IN KANCHANABURI PROVINCE

Abstract

This research aimed to 1) analyze characteristics of Chinese-named shops in Kanchanaburi province, and 2) study meanings that reflect beliefs in auspiciousness on Chinese-named shops in Kanchanaburi province. Data were collected by interviewing Chinese-Thai merchants from 68 shops in 3 districts: Mueang Kanchanaburi District, Tha Muang District and Tha Maka District. Data were analyzed using frequency and percentage. The results were as follows; 1) Characteristics of Chinese-named shops in Kanchanaburi province were mainly written in 楷书 (kǎishū Kaishu). Most styles were arranged from right to left. The most common syllables in store signs were 3 syllables. Person names were mostly found in the shop names. When analyzing Chinese and Thai store names, it was found that most of them were the same word and had the same meaning using transliteration, similarity of sound or translation. 2) There were 53 words reflecting beliefs in auspiciousness in Chinese trade names. The merchants paid much attention to naming auspicious shops to their business. Characteristics of naming auspicious shops could be categorized into 8 groups. Prosperity and success was focused at the highest level, followed by happiness and peacefulness, birth and life sustainability, verb and adjective, ethnicity, authority, and sequence and number.