GARDEN GROVE : City to Suggest, Instead of Require, English on Signs

The Korean signs on stores, cafes and other businesses dotting Garden Grove Boulevard are not likely to come down soon or be replaced by signs in English.

On Tuesday, the City Council rejected a proposal by Councilman Ho Chung to require English as the “primary language” on signs or advertisements. The council was concerned that such a mandate would violate store owners’ First Amendment rights.

City Atty. John Shaw said that requiring English-only signs would violate free speech protections. He cited a Pomona ordinance that was successfully challenged in court by a group of Asian-American business people.

Instead, the council decided to modify the city’s sign ordinance to include a suggestion that merchants use English for the largest letters on their signs and advertisements and that, if a second language is used, it should be in smaller type. But compliance is voluntary.

The modified ordinance is expected to be presented before the council in about two weeks, Chung said.

“This is the best we can do,” said Chung, the only Korean-American on the five-member council. “Korean business owners will support this move.”

Mayor Bruce A. Broadwater said Chung’s proposal was “not a bad idea,” but seemed unnecessary and could create confusion because some signs are in Spanish or other languages.

Chung said he has received complaints from non-Korean-speaking residents who are uncomfortable with signs they do not understand. “They feel kind of invaded by the unknown language,” he said.

In addition, Chung said that Korean business owners have agreed to use English on their signs in an effort to increase the number of non-Korean customers they attract. He said non-Koreans are often hesitant to enter a store when signs do not indicate what type of establishment it is.

Young Kyu Park, staff writer of the Korea Central Daily, a Los Angeles-based Korean newspaper, said that in a survey of 153 Korean businesses in Garden Grove two years ago, 72% said they would favor changing Korean signs to English.

“They just want to have more customers,” Park said, “including whites, Latinos and other minorities.”

But Park said that some Korean business owners are reluctant to change their signs to English for fear of losing Korean customers, who account for about 80% of their business.

There are 1,300 Korean-owned businesses in Garden Grove, including about 800 on Garden Grove Boulevard, between Euclid Avenue and Beach Boulevard.