This study reveals a going concern with cultural metaphors. This study aims to reveal the concept of sustainability (going concern) in the metaphor of the cultural products of Sambu 'Barumbun in Mamasa Regency, West Sulawesi, Indonesia, which still exists today. The research method in this study is a qualitative method through observation, interviews and documentation. Data obtained by interviewing four informants who know clearly the object under study. The data were analyzed using semiotic analysis, namely the study of signs, in which the meaning of each person will be different according to culture, ideology, and experience. The results of this study indicate that Sambu 'Barumbun has a going concern concept which is used when customary activities are also used as a source of income for the Mamasa community.