Navigating Culture and Commerce: Local Entrepreneurs’ Experiences in Commercializing Indigenous Products for Inclusive Economic Growth

This study explores the intersection of culture and commerce by examining how indigenous entrepreneurs integrate traditional products into contemporary markets while maintaining their cultural identity. Guided by a qualitative descriptive design, semi-structured interviews were conducted with five entrepreneurs to investigate indigenous products not merely as sources of livelihood but as carriers of heritage. The analysis focused on the strategies employed to sustain entrepreneurship, the resulting outcomes in local markets, and the role these initiatives play in reinforcing cultural resilience. Findings reveal that products such as woven textiles, beadwork, bamboo crafts, and traditional foods serve a dual purpose: they function both as economic commodities and as cultural symbols. Many entrepreneurs have begun combining traditional craftsmanship with modern strategies, including digital marketing and strategic collaborations, to broaden their reach and enhance profitability. While market participation has contributed to tourism growth and local employment, challenges persist, particularly in terms of limited access to raw materials, insufficient legal protection, and logistical constraints. Framed within the Input-Process-Output (IPO) model, the study underscores that entrepreneurship rooted in cultural authenticity fosters inclusive economic development while safeguarding intangible heritage for future generations.