JEPA4Rec is a novel framework for sequential recommendation systems, proposed to address the challenges of a lack of understanding of common user preferences and data insufficiency. It converts descriptive information, such as item titles and categories, into sentences and uses a bidirectional Transformer encoder to learn semantically rich and transferable representations. Using masking techniques and self-supervised learning, it learns generalized item embeddings and improves recommendation performance. It outperforms existing state-of-the-art methods on several real-world datasets, demonstrating its effectiveness in cross-domain, cross-platform, and low-resource environments.