This article reflects on new ways of thinking and managing culture. Cultural expressions that historically were not given value and were not considered part of national identity have began to be recognized and declared as Intangible Heritage of humanity. This article explores how the discourse of Cultural heritage is built by international politics (UNESCO) and applied by local governments like the government of Ecuador. The policies and practices of cultural heritage will paradoxically show how local cultures and identities are threaten and are more vulnerable now than ever before.