Cultural branding in organic food: An interpretive analysis of Javara through the lens of the circuit of culture framework

This study explores how Javara, an Indonesian organic food brand, develops cultural branding through the Circuit of Culture framework, focusing on cultural meanings produced and interpreted by producers and consumers. Data from Javara's YouTube channel, packaging, and 15,189 reviews scraped from the two largest online marketplaces in Indonesia were analyzed through the lens of Consumer Culture Theory. Javara effectively highlights authenticity, heritage, and sustainability through global certifications, storytelling, and packaging. The study's implications highlight the integration of tradition and sustainability in branding, demonstrating the dynamic nature of cultural branding. From a managerial perspective, the study's findings offer insights for brand differentiation and consumer engagement. Emphasizing unique cultural values, using certifications, and creating authentic narratives can set brands apart, enhance consumer trust, and foster loyalty, ultimately driving market success. This study contributes to the academic literature by exploring how organic heritage food brands like Javara integrate cultural branding and sustainability, highlighting the role of branding in cultural preservation, environmental sustainability, and consumer engagement.