Chinatowns, as neighborhoods for overseas ethnic Chinese, have garnered considerable scholarly attention from linguistic landscape (LL) researchers in recent years. These investigations tend to treat old immigrants who have been tied to the neighborhoods for generations as the key text producers of LL, with far too little attention paid to the LL practices of new Chinese immigrants in Chinatowns, who are often associated with transnationalism and the rise of China. Focusing on Singapore's Chinatown, the present study attempts to explore Chinese Singaporean and new Chinese immigrants' linguistic choices concerning the Chinese-language signs displayed in the LL. Drawing on 326 instances of signs collected during site visits, the study found that Chinese Singaporeans and new Chinese immigrants make different linguistic choices when projecting their respective authenticities and identities. These findings suggest that there is indeed a linguistic basis for previously expressed arguments that Chinese Singaporean authenticity is threatened by new Chinese immigrants, shedding light on the need to examine the heterogeneity of Chinatown from the perspective of LL. This study enriches the scholarly understanding of LL practices within Chinese diasporic settlements in the East.