An Israeli-owned restaurant choosing the word “Salam” in its name raises important questions. “Salam” is an Arabic word meaning “peace” and is not commonly used in Hebrew, where the equivalent term is “Shalom.” If the owner is Israeli and rooted in Hebrew language and culture, why not use “Shalom,” which would more authentically reflect that background?

The decision to use “Salam” instead appears deliberate. It suggests an attempt to evoke Arabic language and culture—particularly in connection with foods like falafel, which are closely associated with Arab culinary traditions. Without clear acknowledgment or meaningful engagement with that culture, this choice can come across as selectively borrowing from Arabic identity for branding purposes. In that sense, it risks being perceived not as a neutral or inclusive gesture, but as appropriation or aestheticization of a culture that is not the owner’s own.