<![CDATA[Student entrepreneurship is an important strategy for encouraging innovation in local food products. This study aims to describe the product innovation process and business development strategy of MorSum (Moringa Dimsum), a culinary product combining conventional dimsum with Moringa oleifera leaves. This study employs a descriptive qualitative approach with a case study method, using Schumpeter's Theory of Entrepreneurial Innovation and the Marketing Mix (4P) Theory as the analytical framework. Data were collected through semi-structured interviews with 15 informants who were MorSum consumers, selected using purposive sampling, and analyzed using thematic analysis. The results show that the experimental process of combining Moringa leaves with dimsum successfully created a product with a taste well received by consumers, consistent with Schumpeter's concept of new combinations. In terms of the marketing mix, product and price were considered appropriate by consumers, while distribution and promotion remain limited to certain events and informal networks. High consumer loyalty and willingness to recommend the product indicate strong potential for word-of-mouth marketing. The main obstacle faced by the team was limited production time due to academic commitments. This study offers practical implications for developing local food-based culinary businesses among students, particularly in product diversification, packaging, distribution, and digital promotion.]]>
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