POST-COVID-19 RESILIENCE AND CULTURAL ADAPTATION AMONG THAI–CHINESE DIASPORA RESTAURANTS IN BANGKOK

Abstract

Purpose: This study examines how Thai-Chinese diaspora restaurants in Bangkok navigated the post-COVID landscape while upholding cultural identity through cuisine, language, family ownership, and community rituals. It conceptualizes these establishments as embedded cultural enterprises whose competitive advantage stems from co-producing authenticity and community belonging.

Study Design/Methodology/Approach: Adopting a qualitative multiple-case design, the study combined secondary analysis of scholarly literature, policy documents, and industry reports (2020-2025) with field research. Primary data came from case vignettes and semi-structured interviews (conducted in 2022-2023) with owners and staff of 12 emblematic restaurants in Yaowarat and nearby districts. This was supplemented by participant observation during major festivals. Cross-case pattern analysis synthesized operational and cultural response patterns.

Findings: Pandemic disruptions accelerated digital adoption (e.g., delivery platforms, cashless payments, and social-media outreach) and intensified cost pressures (ingredients, rent, and labor). A bifurcated outcome emerged: heritage operators with strong name recognition survived by doubling down on signature dishes and festival-linked practices, whereas less-differentiated venues struggled with shortened life cycles. Cultural preservation efforts were evident in three interrelated domains: (1) culinary continuity, by safeguarding intergenerational techniques and “house” recipes (for example, Teochew oyster omelets, Cantonese roasts, and Hainanese sauces); (2) heritage branding, through bilingual signage, origin narratives, and restored shophouses that foreground Thai-Chinese history; and (3) community support, via kin-based management, association networks, and temple/festival participation (e.g., Lunar New Year and the Vegetarian Festival) anchoring restaurants in community life. Government tourism incentives (visa waivers and heritage-themed events) aided the recovery of customer traffic, though macroeconomic headwinds (sluggish growth, uneven Chinese tourism rebound, and supply-chain volatility) continue to squeeze profit margins.

Originality/Value: This paper provides a novel, empirically grounded account of post-pandemic adaptation in an urban diaspora foodscape. It refines theory by linking cultural heritage, family-business succession, and place-based competitiveness in the context of crisis recovery. We introduce a three-pillar resilience framework comprising cost discipline, cultural differentiation, and community linkages, and identify practical levers (e.g., menu engineering, bilingual heritage branding, apprenticeship pipelines, festival programming, and micro-grants for retrofitting) for sustaining diaspora restaurants. While centered on Bangkok’s Chinatown, the findings offer insights into evolving recovery dynamics. Future studies could incorporate longitudinal sales data or comparative analyses across Southeast Asian Chinatowns to test the generalizability of these resilience strategies and to quantify the effects of heritage signaling.