Cultural heritage is one of the most important elements that transmits societies historical legacy, ways of life, and shared values to future generations. In addition to tangible cultural assets, elements of intangible cultural heritage such as traditions, rituals, social practices, and crafts also play a decisive role in shaping the identities of societies. Particularly in the face of globalization, technological transformation, and increasing cultural interaction, the preservation of local cultural values holds strategic importance not only for the continuity of cultural diversity but also for the sustainability of national identity and collective memory. For this reason, the preservation of intangible cultural heritage has become one of the primary areas of focus not only for national cultural policies but also for international organizations in our time.
The 2003 Convention for the Safeguarding of the Intangible Cultural Heritage of the United Nations Educational, Scientific and Cultural Organization (UNESCO) aims not only to document cultural values but also to keep them alive, transmit them to future generations, and enhance their international visibility. From the perspective of international relations, cultural heritage stands out as one of the tools that strengthens states’ soft power capabilities and supports cultural diplomacy activities. In particular, traditional festivals have become platforms that not only introduce societies’ historical and cultural identities to the international public but also strengthen cultural interaction among different societies.
Located between Russia and China on the Asian continent, Mongolia is an Asian country distinguished by its vast steppes, nomadic way of life, and deep-rooted historical heritage. A large portion of its population continues to lead a nomadic or semi-nomadic lifestyle today, and livestock herding plays a defining role in the country’s social and cultural structure. This historical and cultural heritage plays a defining role in Mongolia’s national identity and has also contributed to the preservation of traditional ways of life to this day.
Naadam, Mongolia’s most important traditional festival, which is celebrated nationwide every year from July 11 to 13, is one of the examples of intangible cultural heritage that has carried the culture of nomadic life into the present day. While the festival’s main celebrations take place in the capital, Ulaanbaatar, events of varying scales are also held in Mongolia’s 21 provinces and many local communities. Centered around the “Three Manly Games”horse racing, wrestling, and archery the festival encompasses many cultural elements, including music, dance, oral traditions, traditional clothing, and handicrafts. Included by UNESCO in 2010 on the Representative List of the Intangible Cultural Heritage of Humanity, Naadam today not only represents Mongolia’s cultural identity but is also regarded as a critical tool for cultural diplomacy and international visibility.[i]
The origins of the Naadam Festival date back approximately two thousand years and are directly linked to the military training practices of nomadic communities. Throughout history, archery, horse racing, and wrestling were viewed not only as sporting activities but also as fundamental elements of training within a warrior society. Today, however, these traditional sports have become symbolic practices that serve to preserve cultural identity and strengthen a sense of social belonging, rather than fulfilling their historical functions. Throughout the festival, Morin Khuur music, Khöömei throat singing, the Bie biyelgee dance, traditional attire, and ritual practices are also integral parts of Naadam. Furthermore, the festival highlights fundamental values of nomadic culture, such as respect for nature, solidarity, and social cohesion.[ii]
Naadam’s inclusion on the UNESCO List has significantly increased the festival’s international visibility. The UNESCO designation is not only a symbolic step toward the preservation of cultural heritage but also a valuable development that has brought international visibility and prestige to Mongolia. This has enabled Naadam to transcend national borders and become a valuable part of the global cultural heritage. Consequently, the festival can be regarded as a cultural representative that showcases Mongolia’s cultural identity to the international community.
Naadam is an invaluable instrument of soft power that introduces Mongolia’s national identity to the international community, enhances the state’s cultural brand value, and fosters a positive national image. In particular, the festival’s increased coverage in international media and its growing appeal to foreign tourists especially following its UNESCO designation clearly demonstrate the strategic importance of cultural heritage in the context of foreign policy. [iii]
In recent years, the economic aspect of Naadam has also been growing significantly. However, the festival’s increasing popularity on an international scale has also sparked some debate. While placing cultural heritage at the center of tourism activities yields significant economic benefits, it also carries risks that could make it difficult to preserve the festival’s authentic character. In particular, the reorganization of traditional rituals to meet tourist expectations or the transformation of cultural elements into commercial spectacles can be viewed as developments that may undermine the authenticity of cultural heritage. For this reason, rather than viewing Naadam solely as an event that generates economic value, preserving it as a living representative of nomadic culture would be an extremely valuable strategy.
The Naadam Festival is one of the elements of intangible cultural heritage that carries Mongolia’s historical memory, nomadic way of life, and social identity into the present day. With its inscription on the UNESCO list, the festival has not only contributed to the preservation of cultural heritage but has also become a valuable element of soft power that enhances Mongolia’s international visibility. Through the festival, Mongolia promotes its national identity to the international community, increases tourism revenue, and strengthens cultural partnerships. However, to ensure that the festival’s growing international popularity does not lead to the commercialization of cultural values, cultural preservation policies must be implemented in a sustainable manner.
Naadam is not merely a traditional festival; it can be viewed as a multidimensional example of international relations situated at the intersection of cultural heritage preservation, economic development, cultural diplomacy, and soft power strategies. In this regard, Naadam demonstrates that cultural heritage is not merely an element representing the past in today’s international system, but has also become a strategic resource that enhances states’ global visibility and capacity for international engagement. Furthermore, as a landlocked country between Russia and China, Mongolia utilizes its cultural heritage as a diplomatic resource to enhance its international visibility. Viewed in this context, Naadam stands out as one of the soft power elements that helps the country offset its geopolitical limitations through cultural visibility.
[i] “Naadam, Mongolian traditional festival”, UNESCO, https://ich.unesco.org/en/RL/naadam-mongolian-traditional-festival-00395, (Date of Access: 23.07.2026).
[ii] Ibid.
