This article analyses
Indonesian media framing of Ukrainian cultural heritage amid Russia’s 2022
invasion, contributing to a broader transnational comparative research project
exploring Global South perceptions of European Union (EU)-Ukraine relations and
the EU as a cultural diplomacy actor. Through content analysis of sixty-one
articles from three major Indonesian outlets (Antara, Kompas, and Tempo)
spanning February 2022 to July 2024, this study reveals how cultural heritage
narratives offer alternative pathways for foreign affairs engagement beyond
traditional geopolitical frameworks. The research shows that Indonesian media
predominantly frames Ukrainian heritage through positive, sympathetic lenses
rather than reducing the conflict to the US-Russia binary. This cultural
framing positions Ukraine as compatible with Indonesia’s own values of heritage
and non-aligned policy principles. However, despite the EU’s significant role
in protecting Ukrainian cultural sites, European involvement receives minimal
coverage. Indonesian media prefers to highlight individual Member State
initiatives rather than coordinated EU institutional efforts. This represents a
missed opportunity for EU cultural diplomacy in the country. The findings
contribute new insights into how cultural heritage communication can reshape
foreign affairs perceptions in Global South contexts. The study offers
strategic recommendations for enhancing EU diplomatic engagement that resonate
with Indonesian cultural values and bilateral partnership preferences.