<![CDATA[Although commercial naming (ergonyms) plays a pivotal role in urban identi-ty, how local entrepreneurs linguistically navigate the tension between global-ization and regional heritage in developing non-metropolitan markets remains under-theorized. This study examines coffee shop naming strategies in Central Java, Indonesia, employing a convergent mixed-methods design. An empirical corpus of 571 unique establishments across five cities was compiled via ge-oweb scraping and analyzed through a nine-dimensional socio-onomastic cod-ing scheme. Quantitative analysis reveals that concise names of one to three words dominate the landscape (73.03%). Monolingual Indonesian names com-prise 50.79% of the corpus, while commodified monolingual English (32.92%) and Javanese (13.49%) names reflect competing glocal positionings. While English operates primarily as a prestigious lifestyle “ideofier” (47.11% of total names) to project cosmopolitanism, Javanese names are strategically deployed as anchors of local solidarity. Within the Javanese sub-corpus, own-ers overwhelmingly select the informal Ngoko speech register (89.25%) over the refined Krama register (10.75%), indexing cultural intimacy and commu-nity warmth over rigid traditional hierarchies. Morphological and orthographic creativity further manifest through lexical blending with haplology (6.13%) and spaceless concatenation (4.73%), supported by a front-vowel phonesthetic dominance (57.44%) projecting modern speed. This study contributes to the broader fields of linguistic landscapes and applied sociolinguistics by demon-strating that commercial naming is a selective, bottom-up process of glocal synthesis, wherein local heritage is actively commodified to negotiate social comfort rather than passively succumbing to globalizing homogenization.]]>
