From Axis to Artifact: Materializing Yogyakarta’s Cultural Philosophy in Souvenirs

Souvenirs play a crucial role in shaping the tourist experience—not merely as mementos, but as a medium for transmitting cultural values and local identity. This study examines the potential of modular, miniature-based design to embody the cultural philosophy represented by the Yogyakarta Cosmological Axis in souvenir artifacts. Employing a qualitative-descriptive approach, the study reveals challenges in representing local culture through souvenirs, which are often dominated by mass-produced items lacking educational value. Data were collected through field observations of the Cosmological Axis of the Yogyakarta area, in-depth interviews with local artisans and cultural experts, and document analysis of relevant cultural heritage materials, ensuring a comprehensive understanding of production practices and cultural narratives. The findings suggest that modular design offers flexibility in both form and production, and using technologies such as QR codes can enrich the storytelling embedded in the souvenirs. This narrative-based approach is essential to ensure that the cultural values embedded in the Yogyakarta Cosmological Axis are conveyed accurately and meaningfully, preventing potential distortion or misrepresentation. Overall, this study highlights the role of souvenirs as agents of cultural preservation and practical educational tools that contribute to sustainable destination branding strategies.