Cultivating H eritage Preservation and Entrepreneurial Mindset Among University Students

Abstract

The Batik Tuah & Teja program is a creative effort that aims to engage university students in preserving Malaysia's intangible cultural heritage through batik-making while also developing entrepreneurial skills. The program combines traditional arts with business education to achieve the dual goals of cultural protection and youth empowerment. In conjunction with local artisans and industry experts, students were introduced to hands-on batik techniques like batik pelangi, as well as design and colouring workshops. An entrepreneurship module based on the Business Model Canvas (BMC) and mobile sales events provided practical experience with business development and marketing. This initiative aims to address the dual need for cultural preservation and youth empowerment by equipping students with knowledge of batik's historical significance and its potential in the modern entrepreneurial ecosystem. To analyze the program's impact, semistructured interviews were performed with 40 participants' group leaders. The findings demonstrated that students had increased cultural awareness and respect for batik, as well as increased confidence in their business ability. The findings suggest that Batik Tuah & Teja effectively integrates cultural education with entrepreneurial development, offering a scalable model for youth-focused heritage preservation. Future implementations may benefit from expanded partnerships and the inclusion of digital tools to broaden impact. This study highlights the program's success in bridging tradition with innovation, supporting sustainable cultural engagement among the younger generation.