Culinary linguistic landscapes: semiotic assemblages of authenticity and attraction in Macau’s street food spaces

Macau’s designation as a UNESCO Creative City of Gastronomy emphasises its role as a multicultural hub, where culinary spaces function as symbolic sites of authenticity and attraction. This study examines Macau’s culinary linguistic landscapes, focusing on the signage, semiotic cues, and multilingual expressions that structure tourists’ encounters in street food districts such as Rua do Cunha. Drawing on linguistic landscape theory and a tri-dimensional spatial framework, the research investigates how spatial practices, design intentions, and tourist interpretations converge to construct the ‘Macau flavor’. Data were collected through field observations, photographic documentation, semi-structured interviews with tourists, shop owners, and designers, alongside analysis of online tourist reviews. Findings reveal that culinary signage operates as semiotic assemblages, simultaneously guiding consumption, reinforcing cultural identity, and shaping perceptions of authenticity. The study contributes by enriching the application of linguistic landscape frameworks in culinary tourism contexts and offering practical implications for policymakers and practitioners in enhancing inclusive and culturally resonant tourism experiences.