<![CDATA[This study examines the efforts of the Riau Malay Custom Institution (Lembaga Adat Melayu Riau/LAM Riau) in promoting and safeguarding Malay Pantun until it was officially recognized by UNESCO as an Intangible Cultural Heritage of Humanity in 2020. Pantun is one of the most important forms of Malay oral literature, embodying moral values, customs, politeness, and cultural identity. However, the rapid development of globalization, the influence of popular culture, and changes in communication patterns have gradually reduced the use of pantun in everyday life. This condition encouraged LAM Riau, as an institution dedicated to preserving Malay culture, to take an active role in revitalizing and promoting pantun at both the national and international levels. The objectives of this study are to explain the role of pantun in Malay society, examine the institutional framework of LAM Riau, and analyze the strategies employed by LAM Riau in advocating for pantun’s recognition as an Intangible Cultural Heritage of Humanity. This research employs a qualitative method, utilizing library research and interviews as data collection techniques. The analysis is conducted through the perspectives of Constructivism, Norm Entrepreneur Theory, and the concept of Ethnic Identity. The findings reveal that LAM Riau acted as a norm entrepreneur by actively raising awareness of the importance of preserving pantun as a core element of Malay cultural identity. Through framing strategies, cultural advocacy, academic documentation, community mobilization, collaboration with local and national governments, cultural organizations, and joint nomination efforts with Malaysia, LAM Riau successfully promoted international recognition of pantun. The inscription of pantun on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity on 17 December 2020 demonstrates the success of LAM Riau’s cultural diplomacy efforts and reinforces the position of Malay cultural identity on the global stage. Keywords: Pantun, LAM Riau, Intangible Culture Heritage, Diplomacy, UNESCO]]>
