The present invention provides an image processing apparatus (10) including a display image generation unit (11) that generates a display image, a display unit (12) that displays the display image so as to be superimposed on a user's field of vision, an imaging unit (13) that generates a captured image so as to include the user's field of vision, and a recognition unit (14) that analyzes the captured image, and specifies an identification code included in the captured image. The display image generation unit (11) generates the display image having emphasis information displayed at a position corresponding to the specified identification code in the user's field of vision.