This article examines electoral strategies used by candidates in regional elections in new Indonesian jurisdictions. It uses the 2017 regional election in Maybrat, West Papua as a case study. It explores the candidates’ strategies and motivations in context, as well as their results. Research indicates that similar election strategies were used by candidates, such as exploiting elements of territory, class, and kinship. However, their emphases differed: the losing candidate had positioned class solidarity centrally in their campaigns, while the victorious candidate had emphasized spatial solidarity. This research also observed the exploitation of latent tensions over the location of the regional capital in the new jurisdiction of Maybrat, where the creation of new resources, services, and public offices intensified long‐standing contestations. Ultimately, distancing themselves from electoral logics that target individual voters, the candidates in Maybrat targeted specific groups, a strategy representative of Papuan society’s communal tendencies.