Ghost World takes place in an unnamed town filled with shopping malls, fast food restaurants, and urban sprawl. The town plays a key part in the narrative, as it is constantly mocked and criticized by Enid and Rebecca. As the story progresses, the background changes dramatically. The phrase "Ghost World" is seen by the characters several times, painted or graffitied on garage doors, signs, and billboards for an undeclared reason. The term can also apply to the way in which both Enid and Becky, but especially Enid, are haunted by the past. In the special features of the film adaptation, it is said to refer to the fact that the town's individuality is being encroached upon by franchises that are seen everywhere.