This anniversary commentary examines how culture, broadly drawn, has been explored in the Journal of Economic Geography and the field of economic geography more generally, over the past 25 years. We argue that culture must be engaged more deeply within geography. To that end, we offer several frameworks to consider culture including cultural capital, the arts and cultural industries and cultural transmission. Our argument hinges on both a deeper and more interdisciplinary approach towards the study of culture as it pertains to economic geography and cities.