<![CDATA[The global halal industry is experiencing rapid growth that requires sharia business actors to continue to adapt through innovation and creativity that do not contradict Islamic principles. Sharia Entrepreneurship exists as an entrepreneurial paradigm that integrates spiritual values, ethics, and sharia obligations in business activities. This research aims to formulate an integrative model between halal innovation and Islamic creativity as the main pillar of sustainable halal business competitiveness. With a descriptive qualitative approach based on literature study, this article examines fundamental concepts, contemporary theories of Islamic economics, maqāṣid al-syarī'ah, as well as relevant current research findings. The results of the study show that halal innovation plays an engine of value creation, while Islamic creativity functions as an engine of differentiation. The integration of the two results in a strong, competitive, adaptive, and maslahah-oriented Sharia Entrepreneurship model. This research provides a theoretical contribution in the form of a new conceptual framework and practical implications for halal MSMEs, sharia startups, governments, and Islamic economic development institutions]]>
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