Bilingual Creativity of Jember-based F&B Businesses Names on Instagram

Abstract

The use of English in business branding is currently used in Indonesia, especially in the food and beverage (F&B) business. The combination of Indonesian, English and Javanese creates various forms of bilingual creativity that help businesses build unique and more modern brand identities. This study aims to investigate the types of bilingual creativity and the use of word order in the selected F&B brand names in Jember on Instagram. This study is qualitative research since the data are in the form of text, which consisted of 21 brand names collected from the Instagram accounts. The results show that there are three types of bilingual creativity that were identified: bilingual lexical hybridization, bilingual punning, and bilingual rhyming. The findings also reveal that both English and Indonesian word orders were used in the brand names. The selected brand names of F&B businesses in Jember reflect the creative combination of different languages in branding. The use of bilingual creativity allows business owners to create unique, modern, and memorable brand identities in a multilingual environment.