A display method is for a display apparatus to display an image, and includes: obtaining a captured display image by an image sensor included in a terminal device; obtaining a light ID by visible light communication with a subject; obtaining an AR image and recognition information which are associated with the light ID from a memory included in the terminal device; recognizing a target region within the captured display image using the recognition information; and displaying the captured display image in which the AR image is superimposed on the target region.