การศึกษาการแปลชื่ออาหารภาษาไทยเป็นภาษาจีน: การศึกษาการแปลชื่ออาหารภาษาไทยเป็นภาษาจีน

Kawinkorn Chaijaroen

Authors

Kawinkorn Chaijaroen Faculty of Humanities and Social Sciences, Thepsatri Rajabhat University, Lopburi 15000 Thailand

Keywords:

translation, food, Thai language, Chinese language, airline

Abstract

The translation of Thai food names into Chinese by AirAsia under the “Santan” brand, which serves a large number of Chinese passengers, employs a variety of translation strategies. This study examines these strategies and proposes appropriate translation guidelines. The data comprise 74 food items from the “Santan” brand, analyzed using the translation strategy frameworks of Pimphan Wessakosol, Kanokporn Numthong, and Supannee Pinmanee. The results show that nine translation strategies were used, with mixed strategies predominating. Literal translation was the most frequent, followed by literal translation combined with transliteration, explicitation, and omission. Literal translation with near equivalents and omission, as well as transliteration combined with literal translation and explicitation, occurred at equal rates. Transliteration and renaming also appeared with the same frequency, while cultural substitution in the target language was the least used strategy. The study recommends that food name translation should ensure linguistic accuracy and cultural appropriateness in the target language. Brand name translation should consider meaning, phonetic equivalence, and consumer familiarity, while food identity and ingredients should accurately reflect cultural origins and actual components. Overall, commercial food name translation should prioritize linguistic accuracy, cultural suitability, and consistency to enhance understanding and trust among Chinese consumers.

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