You're mixing up two different syntaxes. It's either \startframed[...] Content \stopframed or \framed[...]{Content} Duncan On Thu, 26 Jun 2025, 05:21 Emanuel Han via ntg-context, wrote:

I want to have sans serif for the text inside the frame.

While the first example is showing the text with serifs, the second example is typeset in sans serif indeed, but unfortunately without the first letter (m here).

\starttext

%first example

\framed[frame=on, corner=round, radius=.3em, location=low] \ss mmk \stopframed

%second example {\ss \framed[frame=on, corner=round, radius=.3em, location=low] mmk \stopframed }

\stoptext

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