This study examines the “Rojali-Rohana” phenomenon—Jakarta urbanites’ obsession with status, instant lifestyles, and curated self-image—using Veblen’s conspicuous consumption and Goffman’s dramaturgy. Through virtual ethnography and critical discourse analysis, it reveals that Rojali-Rohana stems from class dynamics, social pressure, and the quest for validation. Crucially, it functions not merely as status display, but as a dramaturgical strategy for identity construction in digital spaces. The study's findings indicate: there is a theoretical relationship between Veblen's and Goffman's perspectives and the novelty of the concept of 'digital consumption dramaturgy' as a new analytical lens in understanding the contemporary consumer behavior of Jakarta's urbanites.