<![CDATA[General Background: The transition to Industry 4.0 demands strategic adaptation among micro, small, and medium enterprises (MSMEs) in the traditional food sector. Specific Background: Modern angkringan concepts like Café Kopkar represent an innovative response to this digital shift. Knowledge Gap: Despite emerging trends, there is limited empirical evidence on how digital-era strategies affect traditional culinary innovation in MSMEs. Aims: This study investigates the impact of Industry 4.0-oriented survival strategies on traditional culinary innovation in modern angkringan MSMEs. Results: Using regression analysis on data from 25 purposively selected owners and employees, findings reveal a significant positive effect of strategic adaptation—including technology use, consumer insight, and innovation—on culinary innovation. Novelty: The research highlights the pivotal role of Generation Z entrepreneurs in fusing modernity with local wisdom, maintaining cultural identity while leveraging social media and personalized service. Implications: These insights offer practical guidance for MSMEs in designing sustainable innovation strategies that preserve cultural heritage while remaining competitive in the digital age. Highlights: Highlights the role of digital strategies in preserving traditional culinary identity. Emphasizes Gen Z's potential in cultural entrepreneurship. Demonstrates how tech adaptation drives culinary innovation in MSMEs. Keywords : MSME Strategy, Culinary Innovation, Modern Angkringan, Industry 4.0, Local Wisdom ]]>
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