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This research was conducted with qualitative methods to understand the use of various discourses of Ajeg Bali movement in marketing the culinary business of Bakso 100% Haram. Data was collected by interviewing, observing and documenting studies and interpreted with the help of the theoretical framework that had been prepared previously. The results of the study show that the discourse of Ajeg Bali is used in the form of posters, jargon, and sculptures that can encourage buyers to visit as part of the effort to show their Balinese identity.

Culinary Franchise Business in The Perspective of Ajeg Bali