Militarizing Cofee Branding in the Maritime World: Babinsa and Social Change in Java’s Island Culture, Indonesia

Abstract

This article examines the intersection between militarization, local culture, and rural economic revitalization through the case of coffee branding in Taji Village, Malang, East Java, Indonesia. Drawing on ethnographic observations, interviews, and document analysis, the study highlights the role of Babinsa (village supervisory non-commissioned officers) as agents of social change who mobilize cultural narratives and community participation in coffee production and branding. By situating Taji’s highland coffee within the broader maritime and island world of Java, the research demonstrates how state military actors engage in rural development not only through security functions but also through economic and cultural initiatives. The case of Babinsa Heri reveals how coffee branding becomes a medium for constructing local identity, strengthening communal solidarity, and connecting highland communities with maritime trade networks. This study contributes to debates on militarization and rural development by showing how military presence in everyday life can simultaneously reproduce state authority and foster community-based innovation.