Cultural heritage is constructed from the intrinsic relationship between three fundamentals: society; tangible cultural heritage (TCH); and intangible cultural heritage (ICH). To sustain, cultural heritage relies on the social behavior of society. Thus, reflecting fragility of heritage. Hence, this paper attempts to discourse the society’s behavior towards ICH. Exploratory case study was employed by adapting five social behavior related-criterions required by UNESCO. The data was analysed using two techniques: (1) simple statistical; and (2) thematic. The results indicate that the status of ICH is threatened due to the weak viability level and minimal safeguarding effort by the ‘society’.