Service Learning in Strengthening the Creative Economy and Cultural Preservation at Central Market, Kuala Lumpur-Malaysia

Abstract

The Central Market Kuala Lumpur is a historic cultural tourist area that serves as a center for creative economic activities and the preservation of local cultural values. The service learning program is implemented through student involvement in the My Snacks business unit as a form of experience-based learning and direct contribution to the community. This approach is designed participatively through stages of needs identification, field observation, interactive engagement, and final reflection with business actors. The results of the activity show that students gained practical understanding of MSME operations, marketing strategies, and the importance of cultural values in building product appeal. Meanwhile, business actors received constructive input regarding presentation ideas, promotion, and understanding of consumer preferences. Overall, service learning has proven to have a positive impact on improving students' understanding of culture-based creative economy, while supporting the sustainability of MSMEs in the cultural tourism environment. This program is an example of effective synergy between educational institutions and communities in integrating academic learning, economic empowerment, and cultural identity preservation.