The World Heritage Project ”Finnskogen – vägen till världsarv” was initiated in 2018 with the aim of inscribing the Forest Finnish heritage in northern Värmland on UNESCO’s World Heritage List. This essay examines how the cultural values of Finnskogen are portrayed and communicated by the project owners through visual semiotic analysis. The material consists of the film ‘Finnskogen – vägen till världsarv” and the project’s website finnskogen.se, with communication being related to, among others, the governing documents of the World Heritage Committee. The theoretical approach of the essay is based on Laurajane Smith’s Authorized Heritage Discourse (AHD) and Iain Robertson’s Heritage from Below (HFB). Through these two approaches, we explore how cultural heritage is produced from above, as well as a genuine way of living and transmitting lived cultural heritage. The study’s findings reveal that Finnskogen’s universal, unique, living, and antiquarian aspects are presented as positive values, aligning with several of the UN’s normative sustainability goals in Agenda 2030. Another conclusion from the study is that Finnskogen is portrayed as HFB, but ultimately subordinated to AHD.