Globalization, Change and Continuity of Traditional Culture: A Case of Paraguayan Traditional Clothing ‘Ao Po’i’

This study analyzes the process of changing and sustaining regional traditional cultures amid globalization, using Paraguayan traditional clothes producers as an example. Through the case study, it can be seen that even in the midst of a wave of homogeneity in globalization, regional traditions are constantly striving to have their own cultural characteristic of heterogeneity. Traditional clothing producers in Paraguay are changing the way they produce and sell through various strategies, even in globalization. The strategy is divided into two areas, production and sales, and analyzed as follows. In the production method, except for the embroidery process that can only be done by hand, the rest of the process took a strategy of maximizing efficiency by using its own mechanization and other external production organizations and companies. In the sales method, it was aimed at overseas consumers and domestic high-end shopping malls with higher purchasing power than the domestic public. From this example, it can be seen that traditional clothing producers maintain traditional culture while responding to the variable of globalization for survival.