Portrait of traditional dance in wedding ceremonies amidst modernization as social identity in South Sulawesi, Indonesia

Purpose This study aims to explore the South Sulawesi traditional dances in wedding ceremonies as key instruments for social identity construction, cultural heritage preservation and community-based economic growth. By examining the interplay of these dances within wedding ceremonies, the study aims to illuminate how artistic performances uphold ancestral values while adapting to contemporary social dynamics. Design/methodology/approach Amidst the forces of globalization and technological advancement, this research uses qualitative case study research to capture the cultural essence of traditional dances. Using thematic analysis, the study reveals the dynamic interplay between tradition and modernity, highlighting the roles of cultural preservation and the construction of social identities. It discusses the implication of the potential of these dances as sustainable cultural tourism products, balancing economic benefits with the need for authentic representation. Findings The findings reveal that traditional wedding dances in South Sulawesi serve as powerful symbols of cultural identity, with distinct dances like Tari Paduppa and Tari Lalusu being performed during specific parts of the wedding ceremonies. These dances convey values such as gratitude, respect, unity, and social hierarchy. Furthermore, the findings highlight the role of these performances in sustaining the livelihood of artists and their potential as cultural tourism products. Additionally, parents, schools and government-led festivals jointly create a supportive ecosystem that encourages intergenerational participation. Despite challenges posed by global entertainment trends, stakeholders adapt performances through selective modernization, ensuring that authenticity and heritage value remain intact. Originality/value This study highlights the resilience and adaptability of traditional wedding dances as multifaceted cultural expressions that simultaneously foster social identity, economic viability and heritage continuity. By demonstrating how local communities integrate these dances into broader educational, familial and policy structures, the research contributes to discussions on intangible cultural heritage and offers practical insights for similar preservation efforts.