The naming of culinary businesses in urban settings, particularly in Surakarta, Indonesia, utilizes slang and acronyms as a strategic linguistic tool. This practice acts as a phonetic gateway that shapes consumer perception and market positioning, resonating strongly with your urban audiences. Building on the Sapir-Whorf Hypothesis, which suggests language actively structures how people perceive reality, this study investigates how slang-infused names influence consumers’ cognitive and emotional framing of culinary products. The primary goal is to illuminate the intersection of sociolinguistics, onomastics (the study of names), and the Whorfian system within Indonesia’s booming culinary sector. The study employs a qualitative descriptive approach with a sociolinguistic perspective. Data collection involved three stages: (1) online observation (Google Maps, GoFood) to document slang and acronyms names, (2) semi-structured interviews with selected sellers to explore naming motivations, and (3) questionnaires distributed to consumers to understand their perceptions. Triangulation of these methods was used to ensure validity. The main findings indicate two strategic naming categories: acronyms-based names (e.g., Warmindo, Burjo) for communication efficiency and memorability, and slang-based names (e.g., “Bakso Mblenger”, “Mie Gacor”) for high expressiveness and emotional resonance. Consumers confirmed that slang names influence their expectations about product characteristics, such as extreme spiciness (Mercon) or large portions (Mblenger), indicating a clear Whorfian effect where the language cues structure the initial product perception. The selection of these names is a deliberate branding strategy driven by the desire for uniqueness and to attract the Gen Z market. Ultimately, the use of non-formal language in Surakarta’s culinary naming is a strategic phenomenon reflecting linguistic shifts towards casual, emotionally appealing communication.

Slang; Culinary Naming; Whorfian Hypothesis; Sociolinguistics

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