Virtual Linguistic Landscape on Social Media: Brand Image Construction of Japanese Beverages in Japan and Indonesia

Abstract

This Study examines how Japanese beverage brands construct brand images through language use on Instagram across Japanese and Indonesian markets. Drawing on the concept of the virtual linguistic landscape (VLL), it investigates how linguistic choices foreground “Japaneseness” and how this emphasis varies across brands and market contexts. The study employs a descriptive qualitative approach, combining thematic analysis of promotional content with an examination of noun frequencies and Japan-related lexical items. Data comprise captions published on the official Japanese and Indonesian Instagram accounts of Pocari Sweat and ITO EN’s Oi Ocha between November 2025 and April 2026. The findings reveal distinct patterns of brand positioning. In Indonesia, Oi Ocha combines its green tea as an authentic Japanese beverage suited to a contemporary lifestyle. Pocari Sweat Indonesia emphasizes hydration and functional benefits through references to local routines and religious observances, with little explicit emphasis on Japanese origin. In Japan, Oi Ocha foregrounds international sports endorsements and Japanese tea identity, whereas Pocari Sweat emphasizes photography, youth, and everyday lifestyles. These findings suggest that Japaneseness functions as a selective branding resource whose prominence varies according to product positioning and market context.