The Influence of Young Entrepreneurs in Utilizing the Potensial of Indonesian Culture and Craftsmanship

Abstract

This paper discovers phenomenon of young entrepreneurs in small and medium enterprise sector who are able to package traditional culture and craftsmanship into contemporary fashion. Nowadays, there is an emerging phenomenon of young entrepreneurs who see the potency of craftsmanship in Indonesian traditional culture as an opportunity to contribute towards development of Indonesia economy and creative industry by presenting their fashion brands with valueable contemporary design, branding, visual, and technological assistance in marketing the products. This paper is descriptive qualitative, based on observation and purposive sampling which were selected based on several criteria. This paper shows how young entrepreneurs make Indonesian traditional culture and craftsmanship possible to be treated modernly and be accepted by young generation.