<![CDATA[The rapid growth of social media has transformed marketing communication strategies, including those adopted by culture-based micro, small, and medium enterprises (MSMEs). Indigenous Kajang youth utilize social media to promote the Black Kajang Sarong, a cultural product with both economic and heritage value. Previous studies have primarily focused on social media as a tool for promoting cultural tourism, while limited attention has been given to marketing communication strategies for cultural products using the NICE Model. This study aims to analyze the implementation of the NICE Model as a marketing communication strategy employed by Indigenous Kajang youth through social media to increase the sales of the Black Kajang Sarong. A qualitative case study approach was conducted in the Kajang Indigenous community, Bulukumba Regency. Data were collected through observation, in-depth interviews, and documentation, and analyzed using the Miles and Huberman interactive model. The findings indicate that the dimensions of novelty, interest, content, and engagement effectively enhance promotional attractiveness, strengthen consumer interaction, and reinforce the cultural value of the Black Kajang Sarong. The study concludes that the NICE Model provides an effective framework for digital marketing communication while supporting the promotion and preservation of local cultural heritage]]>
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