This research analyzes South Kalimantan's cultural identity in Indomie Soto Banjar advertisements on YouTube, a digital platform playing a crucial role in marketing communication and the dissemination of cultural messages in the era of globalization. The Communication Theory of Identity serves as the primary theoretical framework for this research, helping to understand how cultural identity is constructed and communicated through advertising. Data analysis was conducted through three stages of Danesi's semiotics. The transliteration stage involved a detailed description of the visual and verbal elements in the advertisement. The meaning classification stage interpreted the denotative and connotative meanings of each element, connecting them to the cultural context of South Kalimantan. The historical aspect stage explored the historical and cultural context behind each element, linking it to the Banjar cultural identity.The research findings indicate that the Indomie Soto Banjar advertisement effectively represents the cultural identity of South Kalimantan through carefully selected visual elements. This research contributes to a better understanding of cultural representation in digital advertising and its implications for marketing strategies that integrate local identity with modern products. This study also highlights YouTube's role as an effective platform for promoting local cultural identity and building emotional connections with consumers.