Reconstructing the Identity of Chinese Shu Embroidery in Contemporary Product Design: A Psycholinguistic Approach to Cultural Semiotics and Consumer Perception

Authors

  • Yang Han

    Faculty of Architecture, Arts and Design, Naresuan University, Phitsanulok 65000, Thailand
  • Ruttiporn Leepanuwong

    Faculty of Architecture, Arts and Design, Naresuan University, Phitsanulok 65000, Thailand
  • Thirawut Bunyasakseri

    Faculty of Architecture, Arts and Design, Naresuan University, Phitsanulok 65000, Thailand

DOI:

https://doi.org/10.30564/fls.v7i7.10173
Received: 13 May 2025 | Revised: 11 June 2025 | Accepted: 17 June 2025 | Published Online: 15 July 2025

Abstract

This study explores the evolving identity of Chinese Shu embroidery in contemporary product design through the Sapir–Whorf Hypothesis, also known as linguistic relativity. Shu embroidery, a traditional Chinese art form renowned for its rich symbolic meanings and cultural expressions, is increasingly incorporated into modern consumer products. However, these adaptations often lead to shifts in the interpretation and perceived identity of Shu embroidery, particularly among international audiences. By applying the linguistic relativity framework, this research investigates how different consumer groups interpret the cultural meanings embedded in Shu embroidery, expressed through symbolic motifs, patterns, and design narratives. The study combines qualitative visual analysis, semi-structured interviews, and consumer perception surveys to examine how language, cultural framing, and symbolism influence consumer understanding and emotional connection to these designs. The findings reveal that consumers from varying linguistic and cultural backgrounds perceive the same symbolic cues differently. Native Chinese speakers often decode motifs through culturally inherited semantic structures, while global consumers interpret them through more generalized or aesthetic lenses. This divergence highlights the need for a more culturally sensitive design strategy to accurately reconstruct Shu embroidery's identity for a global market. This study proposes a semiotic-informed, culturally adaptive framework for heritage product design that respects linguistic diversity, preserves cultural integrity, and enhances cross-cultural communication, offering valuable insights for designers and heritage product developers.

Keywords:

Shu Embroidery; Linguistic Relativity; Sapir–Whorf Hypothesis; Cultural Semiotics; Product Design; Consumer Perception; Heritage Identity

References

[1] Yule, G., 2022. The Study of Language. Cambridge University Press: Cambridge, UK.

[2] Chanda, T., Sharma, A., 2024. Integrating Traditional Craft Knowledge into Design Pedagogy: An Ethnographic Study of Shivarapatna Stone Craft and Sherpai Bowl Craft. In: Sharma, A., Poovaiah, R. (eds.). Futuring Design Education, Volume 1. Springer: Singapore. pp. 437–446. DOI: https://doi.org/10.1007/978-981-97-9206-137

[3] UNESCO, 2023. Events and meetings on intangible cultural heritage (co-)organized by UNESCO. Available from: https://ich.unesco.org/en/events/national-workshop (cited 22 May 2025).

[4] Zheng, Y., Saelee, S., 2025. Shu Embroidery in Sichuan, China: The Social Life of Things from a Cultural Perspective and Their Contemporary Evolution. Cultura: International Journal of Philosophy of Culture and Axiology. 22(1), 338–362.

[5] Yance, Z., Noor, H.B., Sabri, M.F., et al., 2025. Exploring the Design Elements of Chinese Intangible Cultural Heritage Shu Embroidery: An Iconographic Analysis. International Journal of Research and Innovation in Social Science. 9(1), 944–957.

[6] Gipper, H., 1979. Is there a linguistic relativity principle? On the verification of the Sapir-Whorf Hypothesis. INDIANA-Estudios Antropológicos. 5, 1–14. DOI: https://doi.org/10.18441/IND.V5I0.1-14

[7] Fruchter, T.G., 2020. Linguistic Relativity and Universalism: A Judeo-Philosophical Re-evaluation of the Sapir-Whorf Hypothesis [Doctoral dissertation]. University of the Free State: Bloemfontein, South Africa.

[8] Wang, Q., Niyomrit, V., 2025. Cultural Interweaving on the Silk Road: An Artistic Exploration of the Intangible Cultural Heritage-Shu Embroidery. Journal of Dhamma for Life. 31(1), 363–372.

[9] Zhou, L., Zhao, Y., Lu, T., et al., 2025. Research on the Path of Cultivating Aesthetic Ability in Art Education under the Inculcation of Local Characteristic Historical Culture. Mediterranean Archaeology and Archaeometry. 25(2), 363–368.

[10] Shu, K., 2024. Examining Traditional Chinese Culture and Marxist Theory Compatibility. Trans/Form/Ação. 47(5), e02400178.

[11] Cammann S., 1962. Embroidery Techniques in Old China. Archives of the Chinese Art Society of America. 16, 16-40. DOI: http://www.jstor.org/stable/20067040

[12] Barthes, R., 1972. Myth Today. In: Heath, S. (ed.). Mythologies. Hill and Wang: New York, USA. pp. 109–159.

[13] Silalahi, R.M., 2017. Linguistic Relativity: Edward Sapir's Perspective on Language, Culture, and Cognition. Journal of English Language and Culture. 1(1), 75–90. DOI: http://dx.doi.org/10.30813/jelc.v1i1.312

[14] Kay P, Kempton W. 1984. What is the Sapir‐Whorf hypothesis?. American anthropologist. 86(1), 65-79. http://www.jstor.org/stable/679389

[15] Geeraerts, D., 2022. Cognitive Linguistics. In: Brisard, F., Vandenbroucke, M., Gras, P., et al. (eds.). Handbook of Pragmatics. John Benjamins Publishing Company: Amsterdam, Netherlands. pp. 178–184.

[16] Skliarenko, N., Gryshchenko, I., Kolosnichenko, M., et al., 2021. Symmetry in the Visual Communication Design: Methods of Dynamic Image Construction. Art and Design. 3(4), 9–20.

[17] Regier T, Xu Y., 2017. The Sapir‐Whorf hypothesis and inference under uncertainty. Wiley Interdisciplinary Reviews: Cognitive Science. 8(6), e1440. https://doi.org/10.1002/wcs.1440

[18] Cibelli E, Xu Y, Austerweil JL, et al., 2016. The Sapir-Whorf hypothesis and probabilistic inference: Evidence from the domain of color. PloS one. 2016 Jul 19;11(7):e0158725.

[19] Gal, M., Ventura, J., 2023. Introduction to Design Theory: Philosophy, Critique, History and Practice. Routledge: London, UK.

[20] Yakin HS, Totu A., 2014. The semiotic perspectives of Peirce and Saussure: A brief comparative study. Procedia-Social and Behavioral Sciences. 2014 Nov 6;155:4-8.

[21] Egamberdieva, F., Egamberdieva, S., 2024. Cognitive and Neurolinguistic Aspects of Advertising Discourse Perception. International Journal of Industrial Engineering, Technology & Operations Management. 2(2), 52–58.

[22] Liu, X., Mikels, J.A., Stine-Morrow, E.A., et al., 2021. The Psycholinguistic and Affective Processing of Framed Health Messages Among Younger and Older Adults. Journal of Experimental Psychology: Applied. 27(2), 201.

[23] Jeong, S., Lee, J., 2021. Effects of Cultural Background on Consumer Perception and Acceptability of Foods and Drinks: A Review of Latest Cross-Cultural Studies. Current Opinion in Food Science. 42, 248–256.

[24] Safeer, A.A., Zhou, Y., Abrar, M., et al., 2022. Consumer Perceptions of Brand Localness and Globalness in Emerging Markets: A Cross-Cultural Context. Frontiers in Psychology. 13, 919020.

[25] Kekeya, J., 2021. Qualitative Case Study Research Design: The Commonalities and Differences Between Collective, Intrinsic and Instrumental Case Studies. Contemporary PNG Studies. 36, 28–37.

[26] Kay, P., Kempton, W., 1984. What is the Sapir-Whorf Hypothesis?. American Anthropologist. 86(1), 65–79.

[27] Appadurai A. 1986. Introduction: Commodities and the politics of value. In: The Social Life of Things: Commodities in Cultural Perspective.Cambridge University Press: Cambridge, UK. pp. 76-91.

[28] Xu, S., Cheng, L., Liu, Y., et al., 2023. The Origin of Su Embroidery. Asian Social Science. 19(6), 20. DOI: https://doi.org/10.5539/ass.v19n6p20

[29] Etsy, 2023. Phoenix Bird Silk Scarf. Available from: https://www.etsy.com/market/phoenix_bird_scarf (cited 22 May 2025).

[30] Hermès, 2023. Hermes Scarf Stole Mythiques Phoenix Black Animal Botanical Silk Auth New 90 cm. eBay Listing. Available from: https://www.ebay.com/itm/326187818617 (cited 22 May 2025).

[31] Amazon, 2023. Grace Art, Large Asian Silk Embroidery Art Wall Hanging, Dragon & Phoenix. Available from: https://www.amazon.com/Grace-Embroidery-Hanging-Dragon-Phoenix/dp/B06XJNZC33 (cited 22 May 2025).

[32] Etsy, 2023. Bamboo Bookmark with Butterfly Design. Available from: https://www.etsy.com/listing/1647055801/bamboo-bookmark-with-butterfly-design (cited 22 May 2025).

[33] NewHanfu Store, 2023. Hanfu Jacket with Embroidered Lotus Motif. Available from: https://store.newhanfu.com/?s=Hanfu+Jacket+with+Embroidered+Lotus+Motif&post_type=product (cited 22 May 2025).

[34] Whorf, B.L., 2012. Language, Thought, and Reality: Selected Writings of Benjamin Lee Whorf. MIT Press: Cambridge, MA, USA.

[35] Zhou, X., 2023. Language and the Mind: How Language Shapes Our Thinking. Journal of World Languages. 9(3), 505–529.

[36] Vaishnav, P., 2025. Thinking Through Language: Revisiting Linguistic Relativity in Cross-Cultural Communication. Asian Research Journal of Arts & Social Sciences. 23(5), 153–164. DOI: http://dx.doi.org/10.2139/ssrn.5240999

[37] Smith, K.L., Moriarty, S., Kenney, K., et al. (eds.), 2004. Handbook of Visual Communication: Theory, Methods, and Media. Routledge: New York, NY, USA.

[38] Van Troyer, G., 1994. Linguistic Determinism and Mutability: The Sapir-Whorf Hypothesis and Intercultural Communication. Jalt Journal. 16(2), 163–178.

Downloads

How to Cite

Han, Y., Leepanuwong, R., & Bunyasakseri, T. (2025). Reconstructing the Identity of Chinese Shu Embroidery in Contemporary Product Design: A Psycholinguistic Approach to Cultural Semiotics and Consumer Perception. Forum for Linguistic Studies, 7(7), 625–641. https://doi.org/10.30564/fls.v7i7.10173

Issue

Vol. 7 , Iss. 7 (July 2025): In progress

Article Type

Article

License

Copyright © 2025 Yang Han, Ruttiporn Leepanuwong, Thirawut Bunyasakseri

Creative Commons License

This is an open access article under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.