A display method is for a display apparatus to display an image, and includes: obtaining a captured display image and a decode target image by an image sensor capturing an image of a subject; obtaining a light ID by decoding the decode target image; transmitting the light ID to a server; obtaining, from the server, an AR image and recognition information which are associated with the light ID; recognizing a region according to the recognition information as a target region from the captured display image; and displaying the captured display image in which the AR image is superimposed on the target region.