Linguistic landscape of selected Japanese-themed culinary businesses in Medan, Indonesia

Abstract

In Medan, Indonesia, there has been a noticeable increase in small- and medium-sized culinary enterprises themed around Japanese culture. The symbols and linguistic units used to indicate Japanese culture in these businesses, however, are only minimally effective at creating consumer interest. This study aims to identify and classify the Japanese linguistic landscape found across various small, medium, and large businesses in Medan. Additionally, it compares this linguistic landscape with that in Japan to produce a practical guide for designing businesses with a Japanese cultural theme. This research is a linguistic landscape study employing a qualitative method using Neuman's (2006) ethnographic approach. The data for this study includes visual images of the Japanese-themed business linguistic landscape in Medan and interviews with key informants. Study conclusions reveal that the forms of language in the Japanese culinary business linguistic landscape in Medan consist of micro-linguistic units (e.g., words, phrases, clauses), while at the macro-linguistic level, multiple languages (i.e., English, Indonesian, Japanese) are used in the forms of letter transliterations, acronyms, and code-switching. Non-linguistic aspects include using Japanese-themed decorations and equipment along with contrasting text colors and backgrounds similar to those seen in large-scale Japanese culinary businesses. The function of language in the Japanese culinary businesses’ linguistic landscape in Medan includes attracting consumer interest, creating exclusivity for the business, and evoking a distinctive Japanese atmosphere. Comparisons of linguistic landscapes in Japanese-themed culinary businesses show differences in the forms of linguistic and non-linguistic units used between large- and small-to-medium-scale businesses. This research is expected to impact the development of small and medium enterprises in Medan and contribute to inclusive and sustainable economic growth as well as productive and comprehensive job opportunities.