The study looks into the kampong image phenomenom – particularly the Sundanese kampong which uses kampong as an identity for commodity. This is based on the assumption that food is underpinned by ideology and forms a system of communication. Bancakan restaurant which is the context for this case sutdy indicates how communication strageies are constructed to market a restaurant. Kampong image is chosen purposefully to impart an “ethnic identity” so that there will be a “symbolic consumption”. The analysis focuses on all aspects which constitute kampong stereotypes found as part of the identity construction of the society. The findings indicate that kampong stereotypes represented in among others the tools used for eating, ways of eating, clothes of the cooks and waiters, local (sundanese) intonation are exploted to be identified by consumers and consumed as part of the consumers (new) life style. This means that the kampong image helps construct an identity which shows “how we want to be acknowledged confirming Baudrillard proposition that reality succumbs to image, and, resulting the mythologies of the modern society.”