Representation of cultural identity in the toponymy of Mandailing restaurants in North Sumatra: A semiotic analysis

Abstract

The naming of commercial spaces, particularly traditional restaurants, serves not merely as a means of establishing business identity but also as a cultural showcase for heritage preservation. This study investigates the representation of Mandailing ethnic cultural identity through the toponymy of restaurants in North Sumatra, responding to the widespread use of generic labels that may generate ambiguity in gastronomic tourism information. Employing a descriptive qualitative design grounded in Roland Barthes’ cultural semiotic approach, visual-textual data from restaurant signboards were systematically collected throughout July 2026. The data were then subjected to interactive analysis to unpack their denotative and connotative meanings. The findings reveal two dominant patterns in naming strategies: the use of geographical indicators referring to places of origin, such as Sipirok and Madina, and the affirmation of kinship systems through the inclusion of clan names (marga), such as Nasution. From a semiotic perspective, cultural lexicons such as Dalian Na Tolu and Sopo Saba extend beyond their literal meanings, functioning as cultural signifiers that evoke collective agrarian memories and sustain the philosophy of social harmony within Mandailing society. The study concludes that the explicit articulation of these toponyms serves a dual function: as a marker of the authenticity of ancestral heritage and as an inclusive spatial communication strategy within a heterogeneous urban landscape. Greater transparency in the naming of culinary spaces is therefore essential for reducing tourists’ informational confusion and merits integration as a strategic pillar in the formulation of a sustainable culinary tourism roadmap.