ABSTRACT
Industrial revolution 4.0 encourages the creative industry to increase competitiveness to adapt the market tastes using digital platforms. The study aims to observe the creativity carried out by creative industry in facing industrial revolution 4.0 based on Malay culture in Riau. The research is qualitative with case study method. The sources of data base on creative industry players, Riau Creative Network Agency and Riau Tourism Office. The results showed that Riau creative industry drives, develops and maximizes their respective creativity without assistance by the government, because the maximum desired role of government is limited to ease of licensing and promotion. Creative industry players modified Malay cultural products in terms of taste, shape, place, and packaging to be contemporary or following the market tastes. In the aspect of information dissemination and promotion, creative industry players maximize the use of digital platforms, such as social media, e-commerce, Android/ iOS-based application, and websites.
