What is it about?

Advertising material in supermarkets influences our purchases. Values such as authenticity and health are attributed to products to increase marketing effectiveness and appeal to consumers. A case study of a Japanese supermarket in Singapore revealed that language and images portrayed Japanese food as pure, authentic, high-quality, and healthy.

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Why is it important?

Health authenticity draws on science to inform consumers of nutrition but is made relatable to shoppers through folklore and local Singapore recipes.


Supermarkets are a place of weekly if not daily experiences, yet are so overlooked as to how it impacts our perspectives on other cultures. This research let us explore how foreign supermarkets translate their products (and by extension, their national identity) to a local audience.

Dr Keri Matwick
Nanyang Technological University

Read the Original

This page is a summary of: Linguistic Landscape and Authenticity in a Japanese Supermarket in Singapore, Open Linguistics, January 2019, De Gruyter, DOI: 10.1515/opli-2019-0029.
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