The political and economic crises of the recent decades as well as the new changes brought on by globalization and digitalization have contributed to exacerbate social inequalities and injustice and revealed different social realities in Europe. The EU increasingly deals with social issues in its cultural and heritage policy. In this article, we explore the construction of this social dimension and advance the concept of ‘social Europe’ by exploring its cultural aspect based on our analysis of a recent EU heritage action, the European Heritage Label. In this action, the narrations of the European past and the attempts to foster common cultural heritage in Europe function as building blocks to create Europe as an intertwined cultural and social entity and to socialize a new generation of European citizens. We scrutinize the European Heritage Label and its notion of heritage from two perspectives. First, we analyse how the selection reports of these heritage sites construct a notion of social Europe. Second, we examine how visitors to these sites construct social Europe in their qualitative interviews. Key elements in this construction are narratives related to various values, mobility, and diversity.