Grounding culture in a cup

A Cognitive linguistic analysis of Sundanese coffee shop naming practices

Authors

  • Elvi Citraresmana Scopus ID.57202850790, Universitas Padjadjaran, Bandung https://orcid.org/0000-0002-4928-3692
  • Ani Rachmat Scopus ID: 57215659159, Universitas Padjadjaran
  • Inu Isnaneni Sidiq Scopus ID: 57396259900, Universitas Padjadjaran

DOI:

https://doi.org/10.33633/lite.v22i1.14917

Keywords:

Cognitive Linguistics, Cultural Framing, Sundanese language coffee shops, Sundanese-English Coffee Shop naming practices

Abstract

This study examines the naming strategies of Sundanese coffee establishments through a cognitive linguistic study, with a focus on how local culture, identity, and embodied experiences are represented in linguistic forms. The research employs Conceptual Metaphor Theory, image schema theory, and cultural framing to analyze a corpus of coffee shop names incorporating Sundanese language and concepts, such as Warung Kopi Imah Babaturan, Kopi Salarea, Kopi Cantel, Baraya Coffee, Pituin Coffee, Kopi Moyan, and Kopi Kiwari. The findings show that these names serve not only as branding tools but also as linguistic artifacts that convey conceptual metaphors such as A COFFEE SHOP IS A HOME, DRINKING COFFEE IS SOCIALIZING, and LOCAL IS AUTHENTIC. These metaphors are grounded in image schemas, including CONTAINER, LINK, and BOUNDED SPACE/CYCLE, reflecting shared embodied experiences within Sundanese communities. The analysis further reveals that naming practices encapsulate key cultural values, including gotong royong (cooperation), sauyunan (togetherness), and familial intimacy. The study concludes that localized naming strategies enable entrepreneurs to situate global café culture within regional identity, demonstrating the dynamic interplay between language, cognition, and culture. These findings hold implications for cultural linguistics, sociolinguistics, and place-based marketing, highlighting the significance of culturally embedded naming practices in shaping consumer perception and reinforcing community identity. Keywords: coffee shop naming; cognitive linguistics; conceptual metaphor; cultural framing; image schema; Sundanese culture

Author Biographies

Elvi Citraresmana, Scopus ID.57202850790, Universitas Padjadjaran, Bandung

Scopus ID.57202850790

Ani Rachmat, Scopus ID: 57215659159, Universitas Padjadjaran

Lecturer of the Russian Studies Program Member of Linguistic Department Faculty of Cultural Sciences Universitas Padjadjaran

Inu Isnaneni Sidiq, Scopus ID: 57396259900, Universitas Padjadjaran

Lecturer of Japanese Studies Program Member of Linguistic Department Faculty of Cultural Sciences Universitas Padjadjaran

References

This study focuses on local culture, identity, and embodied experiences that establish the strategies of Sundanese coffee shops and Sundanese-English coffee shop naming practices. This employs Conceptual Metaphor Theory (hereafter, CMT), Image schema theory, and cultural framing to analyze seven Sundanese coffee shops and Sundanese-English coffee shop naming practices in Bandung, West Java, Indonesia. Those seven coffee shop namings are Warung Kopi Imah Babaturan, Kopi Salarea, Kopi Cantel, Baraya Coffee, Pituin Coffee, Kopi Moyan, and Kopi Kiwari. This research uses a qualitative approach, a research design in line with Creswell’s framework. This study aims to investigate how meanings, values, and cultural representation are constructed and interpreted within the data. The results of the study show the conceptual metaphor of A COFFEE SHOP IS A HOME, DRINKING COFFEE IS SOCIALIZING, and LOCAL IS AUTHENTIC. These conceptual metaphors are grounded by image schemas, including CONTAINER, LINK, and BOUNDED SPACE/CYCLE. They are formed by shared embodied experiences within Sundanese communities. The findings further reveal that naming practices are encapsulated by key cultural values, such as gotong royong (cooperation and collaboration), sauyunan (togetherness and supporting one another), and familial intimacy. To conclude, this study confirms that localized naming strategies enable entrepreneurs to situate global café culture within regional identity. They also demonstrate the dynamic interplay between language, cognition, and culture. These findings highlight the importance of culturally embedded naming practices in shaping consumer perception and reinforcing community identity.

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Published

2026-03-30

How to Cite

Citraresmana, E., Rachmat, A., & Sidiq, I. I. . (2026). Grounding culture in a cup: A Cognitive linguistic analysis of Sundanese coffee shop naming practices . LITE: Jurnal Bahasa, Sastra, Dan Budaya, 22(1), 175–187. https://doi.org/10.33633/lite.v22i1.14917

Issue

Vol. 22 No. 1 (2026): March

Section

Articles

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Copyright (c) 2026 Elvi Citraresmana, Ani Rachmat, Inu Isnaneni Sidiq

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