[9] It is owned by the Eastern Band of Cherokee Indians (EBCI),[12] and operated by the Kituwah Preservation and Education Program (KPEP).

[16] The word kituwah (ᎩᏚᏩ) is used by the Eastern Cherokee to refer to both themselves and their language; it can also mean "center" or "mother town" depending on context.

[13] Cherokee language instruction is a feature of New Kituwah,[23] and inside the school is a prominent sign that states "English stops here.

"[9][25] But to meet North Carolina's education standards, the school also begins to introduce English to students in the later grades.

[29] Tribal elder Myrtle Driver Johnson, who was given the title of Beloved Woman by the EBCI and is fluent, has been an active volunteer translator for the school.

[8] In 2020, the Atlanta Braves released a shirt with the text ᎠᏁᏦᎥᏍᎩ, anetsovsgi, 'ball player' to "help bring awareness to the native language" with the proceeds going to Kituwah and the Cherokee Speakers Council.