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

Chi e Journal of Japanese Learning and Teaching · Vol. 14 No. 2 (2026) · pp. 22–35

DOI
10.15294/chie.v14i2.64298
ISSN
2685-6662, 2252-6250
Published
2026-10-30
Publisher
Universitas Negeri Semarang
Language
eng
License
creativecommons.org/licenses/by/4.0/

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.

Keywords

Collaboration network of the authors

21 authors · 50 co-authorship links · 9 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Bandung Institute of Technology
  • Indonesian Institute of Sciences
  • State University of Jakarta
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Adit KurniawanBandung Institute of Technology3
Novia HayatiAffiliation unknown3
Via Luviana DewantyAffiliation unknown3
Andriyan Bayu SuksmonoBandung Institute of Technology2
Rina Pudji AstutiBandung Institute of Technology1
Baso MaruddaniState University of Jakarta1
Achmad MunirBandung Institute of Technology1
Agus SubektiIndonesian Institute of Sciences1
Nana Rachmana SyambasBandung Institute of Technology1
Iskandar IskandarBandung Institute of Technology1
Suyoto SuyotoIndonesian Institute of Sciences1
SugihartonoAffiliation unknown1
Wina Widia HastutiAffiliation unknown1
Nuria HaristianiAffiliation unknown1
Hani SarilaAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/chie/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Virtual Linguistic Landscape on Social Media: Brand Image Construction of Japanese Beverages in Japan and Indonesia</dc:title>
	<dc:creator xml:lang="en">Afifah, Muthi</dc:creator>
	<dc:creator xml:lang="en">Sugihartono , Sugihartono </dc:creator>
	<dc:creator xml:lang="en">Widianti , Susi</dc:creator>
	<dc:creator xml:lang="en">Putra, Jeni</dc:creator>
	<dc:creator xml:lang="en">Nursyaharani, Adinda</dc:creator>
	<dc:creator xml:lang="en">Safana,  ⁠Michelle </dc:creator>
	<dc:subject xml:lang="en">Virtual linguistic landscape</dc:subject>
	<dc:subject xml:lang="en">digital branding</dc:subject>
	<dc:subject xml:lang="en">Japaneseness</dc:subject>
	<dc:subject xml:lang="en">Japanese beverages</dc:subject>
	<dc:description xml:lang="en">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.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2026-10-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/chie/article/view/64298</dc:identifier>
	<dc:identifier>10.15294/chie.v14i2.64298</dc:identifier>
	<dc:source xml:lang="en">Chi e Journal of Japanese Learning and Teaching; Vol. 14 No. 2 (2026): October 2026; 22-35</dc:source>
	<dc:source>2685-6662</dc:source>
	<dc:source>2252-6250</dc:source>
	<dc:source>10.15294/chie.v14i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/chie/article/view/64298/12025</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Chi e Journal of Japanese Learning and Teaching</dc:rights>
	<dc:rights xml:lang="en">http://creativecommons.org/licenses/by/4.0/</dc:rights>
</oai_dc:dc>