This study explores how millennial farmers in Indonesia's Farmer Rejuvenation Program shape their professional identities and present themselves on social media. The authors have recognized a notable gap in the representation of agriculture and farmers across both mainstream and social media platforms. Using the phenomenological approach with 8 millennial farmer informants, the study identifies three key dimensions of their identity construction: pride in being "agricultural sustainability heroes," viewing farming as a noble profession despite its unpopularity, and preserving familial occupational heritage. The study additionally explores their digital self-presentation techniques; millennial farmers use social media for three primary reasons: marketing farming as a career, involving younger generations in agriculture, and endorsing agricultural entrepreneurial initiatives. Their implementation strategies involve the preservation of authenticity through the use of spontaneous content creation, the application of narrative devices, and the emphasis on educational resources. The overall findings suggest that millennial farmers successfully integrate traditional agricultural values with modern digital communication tactics, potentially offering a solution to Indonesia's agricultural regeneration crisis. These strategies reflect 3 key identity dimensions: professional credibility, cultural rootedness, and aspirational modernity. Finally, it is expected that this study could contribute to our understanding of professional identity construction in the digital era, particularly in traditionally stigmatized fields such as farming. Hence, the significance of the study lies in its potential as a benchmark for farmer revitalization campaigns, offering insights into the utilization of digital platforms to reshape perceptions of agriculture while preserving authenticity in agricultural communication and development initiatives.

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