Over the three decades following the war in Bosnia and Herzegovina, collective memory has evolved from mass burials of exhumed victims to the creation of memorial centers, which serve as powerful symbols of remembrance. Paradoxically, the denial of genocide and war crimes has strengthened collective memory, prompting a deeper investigation into these traumatic events. The International Criminal Tribunal for the former Yugoslavia (ICTY) has been crucial in documenting and acknowledging these atrocities, intertwining remembrance with research. Collective memory is shaped by personal experiences, cultural narratives, political agendas, and global interventions, deeply influencing Bosnian identity. Genocidal policies sought to erase Bosniak identity, but this very denial has reinforced the national identity of survivors. In Bosnia, where genocide denial persists, collective memory remains a vital tool for confronting denial, preserving historical truth, and fostering reconciliation. Memorialization, research, and dialogue continue to play a key role in shaping public discourse and identity in post-war Bosnia.