This study examined the role of social capital in the marketing of local buffalo (tedong bonga) in the indigenous Toraja tribe, held from April to June of 2018 at the Bolu Animal Market in North Toraja Regency. The aimed of the study was to determine the role of elements of social capital (norms/customs, beliefs and networks) in marketing buffalo cattle in North Toraja Regency. The research methodology used was purposive sampling method, which is deliberate sampling according to the required criteria, namely all breeders and traders who sell tedong bonga, which are found in the market as many as 21 respondents. This type of research uses quantitative and qualitative data. Quantitative data is calculated using the Likert scale to see the level of social capital towards marketing tedong bonga while qualitative information is used to describe the role of elements of social capital towards marketing tedong bonga. The results showed that in the norm variable, the dominant indicator was rules, sanctions, and behavior, in the trust variable, the dominant indicator was honesty and fairness, while in the social network variable, the dominant indicator was social concern and cooperation. The total overall value shows the level of social capital greatly influences the marketing of tedong bonga. Based on these results the recommendations that can be given are that local governments can manage social capital as a social and cultural asset to improve the lives of Toraja people in particular and the development of Toraja regions through the livestock and tourism sectors in general.