Preserving Javanese Culture through Retail Activities in Pasar Beringharjo, Yogyakarta

Being the earliest traditional market in Yogyakarta, the market of Beringharjo, known as Pasar Beringharjo, has had cultural meaning since it was built in 1758. It has been standing near Keraton Nyayogyakarta Hadiningrat as a reflection of the Sultanate's power and autonomy. The purpose of this paper is to describe the diversity of social-activities taken place in the market through retail activities that embodied the philosophy of Javanese culture. The writings are the result of observing activities that create a distinctive atmosphere, and interviewing communities, which retain their tradition as cultural heritage. The method used for describing the topic is based on Norberg-Schultz's theory of genius loci. As a conclusion, preserving Pasar Beringharjo as a socio-cultural place will maintain Javanese culture, which in turn, will strengthen the existence of Pasar Beringharjo in Yogyakarta.