By analyzing Habiburrahman El Shirazy``s famous novel, Ayat Ayat Cinta, this study examines the growth of the popular Islamic culture in Indonesia. The growth of this genre in the post-Suharto``s period was enabled by the emergence of the Muslim middle class during the Suharto``s New Order period. This group of Muslims adopted reformist Islamic ideologies and Western consumerism at the same time. In the post-New Order Era, this group began to represent Islam-ness in the popular culture. This was enabled by the advent of democracy and freedom of expression in mass media. Then, some radical views on Islam, which can be seen as the discontinuities from the New Order``s Islamic policies, emerged as the themes of the popular culture. The major themes in Ayat Ayat Cinta also include issues of the Islamic proselytization and polygamy. Yet, these new themes do not necessarily mean that the ideas of the Muslim Middle class in the post-Suharto period is radically deviated from those during the New Order regime. Instead, through the description of Fahri, the ideal Muslim in the novel, El Shirazy reveals that there have been a considerable degree of continuities across orders, and he supports the Islamic direction taken by the New Order regime, that is to promote a tolerant and pluralistic Islam.