Cikalpedia.id – Di tengah geliat pengembangan sektor pariwisata, Kabupaten Kuningan kembali disibukkan dengan wacana penggantian tagline promosi daerah. Setelah sempat dikenal dengan slogan “Kuningan Sajati”, lalu digantikan oleh “Kuningan Beu” di era Pj. Bupati Dr. Iip Hidayat, kini bermunculan beberapa opsi tagline lainnya seperti “Kuningan Moyan”, “Kuningan Binangkit” dan “Kuningan Sadis”.
Namun belum sempat wacana itu dibahas lebih dalam, Bupati Kuningan Dian Rachmat Yanuar menanggapi dengan santai namun menohok.
“Saha sih om… anu bade ngaganti?” ungkapnya, Kamis (10/7/2025), seolah menyindir pihak-pihak yang melempar wacana secara serampangan.
Sikap Bupati ini mempertegas bahwa secara resmi, belum ada keputusan maupun rencana dari Pemkab untuk menghapus tagline “Kuningan Beu”, yang masih sah digunakan berdasarkan SK Bupati Nomor 500.13.3.3/KPTS.40-DISPORAPAR/2024 sejak Januari lalu.
Wacana yang Terlalu Politis?
Usulan mengganti tagline menjadi “Kuningan Sadis” datang dari Iwan Mabruri, seorang yang dikenal sebagai loyalis garis keras pasangan Dian–Tuti. Ia menilai kata “Beu” sudah tidak relevan dan bisa dipelesetkan secara negatif. Ia pun menyodorkan alternatif baru yang, menurutnya, mencerminkan nilai kekeluargaan dan loyalitas.
Namun pandangan ini langsung memicu kontroversi. Banyak pihak menganggap wacana penggantian tagline terlalu kental muatan politiknya.
Cucu Supriadin, Sekretaris Umum KAHMI Kuningan, menegaskan bahwa branding daerah semestinya lahir dari proses strategis, bukan dari hasrat politik jangka pendek.
“Kalau setiap ganti pemimpin ganti slogan, itu tanda kegagalan membangun arah jangka panjang,” kritiknya.
Menurut Cucu, selama ini banyak slogan yang digulirkan tanpa kebijakan turunan yang konkret. Dari “Kota Pendidikan”, “Kota Angklung”, hingga “Beu”, tak satupun yang berhasil diwujudkan dalam bentuk kebijakan nyata yang dirasakan masyarakat.
Diskusi Branding yang Belum Tuntas
Kepala Disporapar Kuningan melalui Kabid Pemasaran Ahmad Djajuli, menjelaskan bahwa memang sempat digelar rapat telaah branding dengan berbagai usulan yang muncul, seperti “Kuningan Moyan”, “Kuningan Ageh”, hingga “Kuningan Binangkit”.
Namun Disporapar Kuningan menegaskan, belum ada satupun yang dikaji komprehensif.
“Nama-nama itu masih sebatas usulan. Tagline resmi masih ‘Kuningan Beu’,” tegasnya.
Ia pun berharap masyarakat tidak salah tafsir terhadap wacana yang berkembang.
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