'Koreanness' in the Netherlands: A Linguistic Landscape analysis of online menus from Korean restaurants in Amsterdam and Rotterdam

Abstract

This research examines the linguistic and semiotic features of online menus from Korean restaurants in the cities of Amsterdam and Rotterdam in the Netherlands. This study delves into the intricate link between cultural identity, cuisine, and language by introducing the concept of Linguistic Landscape and its evolution beyond the original research boundaries set by Landry and Bourhis (1997). It uses a mixed-method quantitative and qualitative research approach to map the different languages and symbols displayed on restaurant menus. This includes a detailed analysis of linguistic aspects, such as restaurant names and dishes, and an in-depth examination of other semiotic elements on the menu, such as pictures. The research aims to show how these elements contribute to Korean restaurants' authenticity and cultural identity in a foreign country. The findings underscore that every element on the menu, when combined, plays a crucial role in shaping customers' perceptions of authenticity. The conclusion emphasizes the need for further research in the field of linguistic landscape, particularly in exploring new extensions such as foodscape.