ABSTRAK Tulisan ini membahas konstruksi identitas kopi Priangan dan bagaimana kopi Priangan dikonsumsi dan dipopulerkan melalui media sosial. Kopi Priangan menjadi populer di kalangan penggemar kopi ketika harganya melambung di kancah perkopian internasional. Popularitas ini berdampak pada penghadiran kopi Priangan di kedai kopi di Jawa Barat, dalam hal ini di Bandung dan Jatinangor. Di kedua tempat ini ngopi di kedai kopi telah menjadi gaya hidup para mahasiswa yang bersekolah di sana. Tulisan

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... ini memeriksa bagaimana kopi Priangan dikonsumsi dan dihidupkan kembali dalam wacana kopi yang telah turut membangun gerakan budaya baru di daerah tersebut. Budaya baru berkopi ini dianggap mengandung interaksi kompleks yang memuat dikotomi lokal-global dan/atau lama-baru. Melalui kuesioner yang dibagikan di kafe-kafe dan wawancara kelanjutannya, ditemukan bahwa gerakan budaya berkopi sebagai gaya hidup tidaklah menguatkan identitas yang ajeg bagi kopi Priangan. Gaya hidup dengan ngopi ternyata tidak serta merta melahirkan penggemar kopi. Oleh karena itu, untuk membangun identitas kopi Priangan yang lebih ajeg, para pengopi perlu"dididik". Selain itu, peran sosial media perlu dioptimalkan untuk mengangkat dan menyadarkan adanya varian kopi lokal, khususnya kopi Priangan. ABSTRACT This article discusses the identity construction of Priangan coffee and how it is reflected in the way it is consumed as part of a lifestyle and is later popularized via the social media. Priangan coffee has gained popularity among coffee enthusiasts as it was valued at a higher price in comparison to other Indonesian local coffee. The renewed interest has brought the coffee to the many coffee shops in West Java, in particular Bandung and Jatinangor, where going to coffee shops becomes part of the university students living there. The article looks into the way (or ways) Priangan coffee is consumed and revamped in the coffee discourse which might have partly constituted a new cultural movement in the area. The new culture surrounding coffee is assumed to contain complex interactions of dichotomies such as local-global and given-new. Through questionnaires distributed in coffee shops in Bandung and Jatinangor and interviews that follow, it was found that the cultural movement built around the idea of coffee as part of a new life lifestyle has not strengthened a solid identity for Priangan coffee. Going to coffee shops has become part of a lifestyle which does not necessarily lead to the making coffee enthusiasts. Therefore, there is a need to "educate" coffee goers and to optimize the role played by social media in developing awareness on the local coffee variants, especially Priangan coffee.