Windows Explorer uses desktop.ini files to customize the look and feel of each individual folder. Apart from icon, or image, it is also possible to modify the folder’s name by replacing it with a name specified inside the desktop.ini file. The new name can be either a string inside a DLL, or a less-known mapping via LocalizedResourceName registry key (works at least for XP).

See screenshot for details:

Once I created one folder like this, I copied it multiple times and in the end created the folder full of ‘Riddles’: