<![CDATA[The ethnic identity and religious affiliation of the Malay community in West Kalimantan form an inseparable unity, rendering this context one of the most complex mission fields in Indonesia. Contextual missiological studies addressing this community remain largely dominated by confrontational approaches that give insufficient attention to the ethno-religious identity dimension, while dialogical yet kerygmatic models of evangelism have not been systematically developed within Indonesian missiological literature. This study aims to formulate a conceptual framework for contextual evangelism by adopting the Apostle Paul's missionary strategy at the Areopagus (Acts 17) as a missiologically relevant foundation for the West Kalimantan Malay context. The research employs a qualitative method through a library research approach, drawing from three primary literature clusters: Pauline theological hermeneutics, socio-cultural ethnography of the West Kalimantan Malay community, and contemporary contextual missiology theory. Analysis was conducted through a thematic-hermeneutical approach to identify points of convergence between biblical mission strategy and local cultural realities. The findings yield a three-stage framework: (1) appreciative cultural observation to identify theological "contact points" within Malay values; (2) the utilization of local cultural narratives and symbols as contextual bridges for Gospel communication; and (3) the proclamation of Christ as the fulfillment of culture's spiritual longings without reducing or eliminating ethnic identity. This study contributes to the development of a three-stage contextual missiological model grounded in cultural hermeneutics, one that can be operationalized by mission practitioners within the context of Malay Muslim ethno-religious communities in Indonesia.]]>
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