Keywords:
Creative Economy, Digital Technology, Innovation, Local Culture, Local WisdomAbstract
The creative economy is a strategic sector driven by innovation and local cultural values, playing an important role in national economic development. This study aims to analyze strategies for optimizing the local creative economy in Medan by integrating cultural wisdom and leveraging digital technology. The method used is qualitative descriptive with a literature study approach and observation of business actors in Medan. The results of the study show that the synergy between local cultural values and digital technology is a key factor in strengthening this sector. The use of digital technology, such as social media, e-commerce, and electronic payment systems, has proven to be able to expand market reach, increase competitiveness, and encourage product innovation rooted in local culture (such as songket and culinary specialties). In addition, digitization also functions as a medium for digital storytelling for cultural preservation. This optimization requires multi-stakeholder collaboration, where the government and community play an active role in improving digital literacy and supporting the ecosystem. Thus, the proper integration of culture and technology is a strategic step toward realizing a sustainable creative economy ecosystem and strengthening local identity in the digital era.
