ABSTRACT
The purpose of the research is to make Ludruk as a traditional cultural art become iconic again in Indonesia. A qualitative approach was conducted. The result of the study showed the inability of managers and artists to produce and features Ludruk products art that meet consumer expectation caused by reluctance of Ludruk artists itself to develop and improve existing art products. Paradoxes of creativity identified in this research. The support of government and CSR from private companies are needed to help them.
