Traditional sports and games (TSG) are recognised by the United Nations Educational, Scientific and Cultural Organization (UNESCO) as an intangible cultural heritage that must be protected and promoted. The growing threat of extinction – brought about by modernisation and globalisation, amongst other reasons – is a key challenge for the survival of TSG and the future development of both sports and societies. Cognisant of the challenge, the Association of Southeast Asian Nations (ASEAN) community, with its diverse cultures, acknowledges the significant role of TSG as an instrument to further community spirit, bring people together, and instil a sense of pride. The importance of TSG in promoting cultural diversity and protecting various identities at local, national, and international levels should be strongly defended.