The visibility and salience of specific languages in public spaces are significant parameters of their ethnolinguistic vitality in a society. Using data from first-hand fieldwork, this article examines the display of multiple languages in shop names proposed in Singapore’s neighbourhood centres in order to disclose how local shop owners deal with multilingualism in this ethnically heterogeneous and linguistically hybrid society. In addition to spelling out the commercial drive to seduce potential clients, shop names also serve to mark off shop owners’ identity and prioritisation of relevant languages. It is found that English is prevalent in all types of shop signs, though Chinese is the preferred code on bilingual and multilingual signs and tends to be employed to represent the primary shop names. The other official languages are scarcely presented on shop signs. It is claimed that the disparate vitality of languages might result from a mixture of social factors like the state’s macro language policy, demographic structure, as well as ethnic and cultural identity construction. The linguistic landscaping in Singapore’s neighbourhood centres propose that for grassroots individuals, pragmatic and affective adequacies are top priority in their discourse construction.