The preservation of cultural heritage has become an omnipresent theme due to the dangers posed by cultural homogenization and globalization. In this context, this thesis aims to analyze the awareness of Generation Z regarding Croatian intangible cultural heritage on UNESCO lists and to explore the theoretical and practical aspects of its preservation and presentation. For this purpose, a survey questionnaire was developed to assess the level of awareness among young people about intangible heritage and the role of UNESCO and the Ministry of Culture and Media in its protection, as well as to examine attitudes towards the representation of cultural content in schools and the media. The questionnaire also examined the satisfaction of young people with the current level of communication by relevant authorities and their preferences for communication channels through which they receive information about heritage. Generation Z was chosen as the target group because it is the first global and networked generation that can provide unique insights into strategies for the promotion and education about heritage. The analyzed data were collected through theoretical analysis of available literature and empirical research. The main data collection methods included a review of scientific articles, books, and reports, as well as a study of survey questionnaire results. The research results show that although Generation Z recognizes the importance of preserving cultural heritage, it is not sufficiently informed about its specifics. It was also found that there is a need to improve the approach to heritage in the educational system and its promotion through media channels. In conclusion, the research results can serve as guidelines for the development of new communication and education strategies that will ensure greater awareness and engagement of young people in the preservation and presentation of Croatian intangible heritage. In this way, the strengthening of national identity and the international branding of Croatia are contributed.