Kanjuruhan cultural heritage as a catalyst for transformation: From white-label to brand legacy in creative businesses

This study examines the transformative role of the Kanjuruhan cultural heritage as a catalyst for creative businesses transitioning from a white-label model to establishing independent brand identities. Drawing from qualitative research conducted across 25 creative businesses in Malang Raya, Indonesia, this research explores how the integration of Kanjuruhan cultural heritage fosters sustainability and competitiveness. Two thematic frameworks emerged from the data analysis: Local Values for Sustainability and Local Values for Competitiveness. Sustainability is supported through sub themes such as collaboration, resource management, education, and cultural impact, while competitiveness is driven by identity development, market adaptation, customer empowerment, and innovation. The findings emphasize that Kanjuruhan’s cultural heritage functions as a foundational element, strengthening social capital and operational efficiency while enhancing brand identity and market differentiation. The proposed framework provides actionable insights into how cultural heritage can drive innovation, authenticity, and resilience within creative industries, positioning businesses for long-term success in both local and global markets.