<![CDATA[AbstrakMasuknya budaya asing ke Indonesia yang semakin masif di era global dan digital saat ini tidak bisa lagi ditolak maupun dihindari. Keberadaan budaya luar ini dapat mengkuatirkan bila dipahami serta dihayati berlebihan oleh warga bangsa khususnya generasi muda. Persoalan untuk mencintai dan melestarikan budaya lokal semakin rentan terhadap terkikis jati diri generasi penerus bangsa ini. Tujuan studi ini untuk mengungkap mural dengan konsep “Japanese culture” di ruang publik sudut di Yogyakarta dengan cara mendeskripsikan serta mengalisis fenomena visual tersebut. Metode visual (Visual Methodologis) dari Gillian Rose (2001) jenis kualitatif deskriptif-kritis digunakan untuk memaparkan secara komprehensif dengan dibantu berbagai literatur. Studi ini menghasilkan temuan bahwa konsep mural untuk branding kampung kurang mendapatkan pemahaman secara menyeluruh, sehingga dapat menurunkan kesadaran atas nilai-nilai lokalitas yang sepantasnya dijunjung tinggi warganya. Kata kunci: branding, budaya Jepang, degradasi, kesadaran, kearifan lokal, mural, nilai AbstractThe entry of foreign culture into Indonesia, which is increasingly massive in the current global and digital era, can no longer be denied and avoided. The existence of this foreign culture will be worrying if it is understood and internalized excessively by the nation's citizens, especially the younger generation. Efforts to love and preserve local culture must continue to be increased for the younger generation, who are increasingly vulnerable. However, the problem arises because of the increasingly eroded identity of the nation's next generation in loving and preserving local culture. This study aims to reveal a mural with the concept of "Japanese culture" in a corner public space in Yogyakarta by describing and analyzing this visual phenomenon. The visual method (Visual Methodology) from Gillian Rose (2001) qualitative-descriptive-critical is used to explain comprehensively supported by various literature. This study found that the murals for village branding need to be thoroughly understood to reduce awareness of local values that the community members should uphold. Keywords: awareness, branding, degradation, Japanese culture, local wisdom, murals, values]]>
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