The chapter delves into the intricacies of the Ritual Ceremony of the Voladores and its dynamics within the framework of Intangible Cultural Heritage. In 2018, the Totonac Voladores found themselves in a confrontational stance against a beer company’s inappropriate use of their image, thereby challenging the sway of corporate influence. The narrative underscores the pivotal role played by their historical interactions with governmental entities and organizational processes pre-dating their inscription on the UNESCO Representative List of Intangible Cultural Heritage. It sheds light on how community-led engagements, featuring ethically committed anthropologists alongside various actors within the ICH social framework (including academics and government representatives), contribute to shaping distinct world-making projects capable of challenging prevailing power dynamics. Anthropologists, in this context, emerge as architects of intelligibility, bridging the interests of diverse stakeholders and fostering opportunities for local-global connections and community empowerment. The Voladores’ s case shows that the inscription alone falls short in ensuring safeguarding of living heritage, but it also demonstrates how the UNESCO 2003 Convention can become a practical tool for local communities to better navigate inherently unequal social landscapes. The chapter highlights the Voladores’ journey as a potential blueprint for other communities seeking to defend and safeguard their heritage.