Beauty Company Labeled "Beautiful Like a Palace Princess" As Evidence of the Commodification of the Ngadi Sarira Putri Tradition of the Surakarta Palace

Abstract

This study aims to explain the emergence of a beauty enterprise with the tagline "beautiful as a palace princess", particularly in Surakarta City, which is evidence of the commodification of the ngadi sarira putri Keraton Surakarta heritage. The study results indicate that the emergence of a beauty company labeled "beautiful in the style of a palace princess" amid modernization reveals that beauty in the style of a palace princess merely enhances the visualization of personal beauty without enhancing inner beauty. This does not adhere to the concept of the royal princess's beauty as described in the Surakarta Palace's ngadi sarira putri tradition. This study employs qualitative methods and interpretive data analysis approaches to define, comprehend, and determine the clarity of a beauty company with the tagline "beautiful as a palace princess" as evidence of the commercialization of the tradition of ngadi sarira putri Surakarta palace. Data were gathered through observation, interviews, and documentation studies.