Background/Aims In Indonesia, cultural beliefs affect holistic healthcare practices. The aim of this study was to identify the effects of cultural beliefs on maternity care and fetal wellbeing. Methods This study used an ethnographic-qualitative design and was conducted in a community setting in West Java, Indonesia. A total of 16 participants of Sundanese culture were recruited based on information from local health workers and community leaders. Questionnaires, semi-structured interviews and observation sheets were used to collect data on cultural beliefs that impacted pregnant women. Data were analysed using an editing analysis style. Results The seven themes were: dietary practices and restrictions during pregnancy, hygiene practices, managing sleep and drowsiness, sexual intimacy and interactions, cultural beliefs and religious devotion, family participation and challenges monitoring fetal wellbeing. Conclusions To ensure quality pregnancy and fetal care, and facilitate provision of basic needs and parental empowerment, healthcare workers must consider women's cultural beliefs.