Representation of chineseness in chinese-style cafés and restaurants: case studies in Chiang Mai province

Abstract

This thesis aims to study 1) the motivation driven the emergence of Chinese-style cafés and restaurants 2) how the entrepreneurs give meaning and understand Chineseness, and 3) Resinicization in the form of the emergence of Chinese-style cafés and restaurants. This qualitative study collects data through documentary research, ethnography, participant observation, and in-depth interview. The target group is Thai-national entrepreneurs in Chiang Mai province, divided into two main groups: entrepreneurs who self-identify as Thai-Chinese and entrepreneurs who do not have Chinese descent or do not self-identify as Thai-Chinese. This thesis mainly argues that the emergence of Chinese-style cafés and restaurants is not only a market trend but also a resinicization process, which is a cultural process of commoditization of Chineseness. There are three main findings: 1) Chineseness as a brand identity not only brings business profit but also possesses various meanings and values, which depend on the different backgrounds of individuals; 2) Representation of Chineseness in the space of café and restaurant may not always link to the identity of ethnic Chinese. Instead, it may represent various Chineseness. In the meantime, the representation can also show how the entrepreneurs self-identify as a Thai-Chinese; 3) The space of the café and restaurant plays a significant role in the reproduction of Chineseness and diversification of characteristics and meanings of Resinicization, which does not merely refer to an influence of the PRC.