This chapter investigates how the idea of ‘Masyarakat Kepri’ is imagined whith a specific focus on the role of the urban middle class. I first examine the early 2000's political developments in Indonesia which have resulted in several cases of pemekaran (or administrative fragmentation) since the fall of the New Order, at both district and provincial levels. Then I explore the problems different groups encountered in the Kepri province, of which the majority population belong to the Malay ethnic community, in trying to formulate a model that would foster a sense of belonging. Finally I look at the role of education and the efforts put forward to revive ethnic pride within the context of a wider Malay identity.