The Role of Regional Government in Preserving Intangible Cultural Heritage through Tourism: A Case of Kain Lunggi in Sambas, Kalimantan, Indonesia

In the context of cultural heritage branding, the role of local government is crucial as a regulator, facilitator, and initiator in promoting cultural products to become embedded elements of regional identity. Kain Lunggi, a traditional woven textile recognized as part of the intangible cultural heritage of the Malay Sambas community, has emerged as one of the most prominent cultural brands representing Sambas Regency. Its presence as a symbol of local identity is manifested in various dimensions, including tangible and intangible forms. This study explores the role of the local government in strengthening Kain Lunggi as a cultural identity marker, with particular attention to its regulatory, facilitative, and initiative functions, as well as the future challenges it may encounter. Drawing upon a literature review, the research identifies that the Sambas Regency government has undertaken both normative and practical measures. On the regulatory front, the government has issued a series of policies aimed at preserving and institutionalizing Kain Lunggi. Practically, the government has acted as a key organizer and facilitator in events and initiatives centred on Kain Lunggi. The study further discusses prospective challenges faced by the local government, particularly regarding issues of authenticity, modification, and commodification of Kain Lunggi, as well as the potential for identity bias amid the increasingly dynamic nature of contemporary society. These challenges highlight the need for adaptive, inclusive, and culturally sensitive governance strategies in safeguarding local heritage while fostering its sustainable development.