Chiefs in Malawi exercise significant authority based on legitimacy derived from the position's purportedly deep historical origins. But, does such legitimacy confer when a new chieftaincy is created from scratch? I address this question within the context of an ongoing cultural revival of the Lhomwe ethnic group in Malawi, which has included the appointment of many new Lhomwe chiefs and the creation of a Lhomwe paramount chieftaincy. Using a combination of in-depth interviews and original survey data, I explore the political drivers, mechanisms and implications of the this newly created Lhomwe chieftaincy. I find that its creation was driven by top-down, elite-led action rather than citizen demands, and that the newly appointed chiefs enjoy the most support among urban-based backers of the political party responsible for their appointments. This research contributes to historical work on the colonial-era creation of chieftaincies, but does so using a contemporary case of cultural engineering.