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South Koreans in the city of Ulsan claim that eating whale meat is a tradition, but what is the role of SMOs in making whaling into a tradition identified with a local identity? In following account of a confrontation that took place in Korea between anti-whaling protesters from Greenpeace and local defenders of whaling, it is shown that tradition is not an inevitable outcome of conserving the past; instead, it is an outcome of mobilization, framing, and choices made by movement participants. Tradition in the whaling town of Ulsan was formed through the encounter between opposed social movements, prompting strategic choices of counterframing, frame bridging, and the dissonance between framing and feeling rules. Through the encounters with transnational activists, the Korean defenders of whaling refashioned themselves as rooted cosmopolitans, utilizing global norms to justify local practices in the name of heritage and tradition.