Language politics and cultural power in the kimchi naming controversy: a case study of Xinqi

Abstract

This thesis examines the controversy surrounding the South Korean government's promotion of XinQi as the official Chinese translation of kimchi and investigates how food naming is related to cultural politics and national identity. While previous studies have broadly discussed the kimchi–paocai controversy, relatively little attention has been paid to the linguistic dynamics and specific emotional responses triggered by the use of the term XinQi. This study employs Critical Discourse Analysis (CDA), cross-national media comparison, and digital netnography to analyze media narratives, policy documents, and online discussions in China and South Korea. The findings reveal a clear framing gap between the two sides. Chinese users tend to prioritize linguistic familiarity and everyday language use, whereas Korean users emphasize cultural ownership and authenticity. Furthermore, social media platforms amplify these differences, giving rise to an intense form of user-generated nationalism. Consequently, the XinQi controversy demonstrates how language, culture, and collective national emotions converge in the digital age.