The goal of this paper is to prove socio-cultural characteristics through linguistics analysis in the signboard language using at Hongjedong in Seoul and Hawaii Korea Town. First I analyzed the whole name of signboards into the unique name and the name of business type. The letter types of signboard are Hangeul, Chinese letters, Roman alphabet, Arabic numerals, and etc. Indication expressions of human, region, worth are used in the unique name, especially indication expressions of family, for example {-ne(네)}, are widely used in the unique name of Seoul. This fact shows that Korean society emphasize the family before each single person. A comparison between the name of business type of Seoul and Hawaii, indication expression of place are the most used in Seoul, for example {-hoe(會)}, {-won(院)}, and etc. In comparison, indication expression of man are the most used in Hawaii, for example {-in(人)}, {-sa(士)}, and etc. Indication expression of place are widely used in English, for example {-mateu(mart)/-maket(market)/-(syap)shop/-(senteo)center/-keulleop(club)/-house(house)}, and etc.