Indian Diaspora and the Popularity of Indian Cuisine in Thailand in the Digital Era

Abstract

The study delves into Indian cuisine in Thailand, using data from online sources that focus on content related to Indian cuisine, restaurants and grocery stores. The study applies content analysis to explore identity and the linguistic landscapes in Indian culinary practices. Indian cuisine is gaining popularity among Thais, becoming a part of their cultural heritage and showcased on digital platforms. Restaurants and grocery stores feature Indian dishes, ingredients and packaged foods, and their online platforms facilitate easy access to this cuisine. In the linguistic landscape of Indian restaurant names, bilingual names are the most prevalent, followed by monolingual names, with trilingual and quadrilingual names being less common. The potential of Indian cuisine in Thailand is evident through its introduction in convenience stores and the importation of Indian ingredients, enhancing India’s soft power and influencing economic and social dynamics in the region.