This chapter contextualises the Artemis Accords as a strategic instrument of contemporary space diplomacy, marking the United States’ effort to depart from traditional multilateral governance toward strategic coalition-based frameworks in outer space. It argues that the Accords serve as tools of norm entrepreneurship, advancing American interpretations of space law under the guise of international cooperation and global space governance. The chapter delves into a detailed analysis of the Accords’ legal structure, United Nations Committee on Peaceful Uses of Outer Space (UNCOPUOS) debates, and national space legislation of spacefaring nations. It explores how the Accords are reshaping the foundational principles of international space law to favour emerging commercial actors and entrenched space powers. This chapter examines how the Accords operate as instruments of space diplomacy, advancing the interests of signatory states while simultaneously shaping emerging norms on space resource utilisation. Framing the Artemis diplomacy alongside the International Lunar Research Station (ILRS), led by China and Russia, this chapter conducts a comparative inquiry into how these rival coalitional models reflect broader geopolitical rivalries, legal fragmentation, the de-formalisation of international law, and differentiated visions for space governance. Drawing from the concepts of diplomacy, global governance, and customary international law, the study positions space diplomacy as a distinct and underexplored force in shaping legal and political orders of space governance. The research also traces the growing participation of states and the proliferation of aligned domestic laws, assesses whether the Artemis Accords are laying the groundwork for new customary international law, not through global consensus, but through interest-based strategic diplomatic coalitions and state practice. This chapter argues that the Accords represent a shifting paradigm in space governance, where law, diplomacy, and strategic interests intersect to shape the future of international cooperation in the final frontier. Finally, this chapter analyses the strategic dimensions of coalition-building in space exploration, where political alignments, technological capabilities, and economic incentives converge to redefine access to and exploitation of extraterrestrial resources.