"ABB" store names are popping up everywhere—why are restaurant names getting cuter and cuter? - 36Kr

ABB-style reduplicated names have surged across dining brands in the past two years, especially in self-serve barbecue, Yunnan cuisine, Guizhou cuisine, and tea chains.

These names feel cute, closer to young consumers, and are easier to spread on short-video and livestream platforms.

But as more brands copy the trend, aesthetic fatigue, semantic emptiness, and a focus on marketing over product quality are becoming more obvious.