In the course of the pesantren as the face of a friendly, tolerant Indonesian Islam and even a face full of smiles, it has survived for centuries and has given color to this day. However, on the journey, the name pesantren — if branding - is the property of the Indonesian people who have an archipelago-based da'wah approach that is very different from the Arabic country taken as a branding by transnational Islamic networks that are very different perspectives in seeing diverse creative diversity in Indonesia So that the noble values in the pesantren da'wah approach (traditional / salafiyah) must be brought back to the surface as a firm attitude in distinguishing salafi and salafiyah and also so that ordinary people know the differences between the two. Salafiyah (traditional) Islamic boarding schools have proven to be able to adapt in this era of globalization. Another real challenge is the emergence of salaf pesantren which is very different in seeing plurality and multiculturality in Indonesia.Keyword: Multiculturalism values, pesantren, history