Supervisor: Dr Michael Christofis

Topic: Crafting Identity: Youth Entrepreneurs Navigating Tradition in the Creative Economy

Brief Description: This research explores the dynamic interplay between cultural identity, tradition, and youth entrepreneurship within the context of the growing global creative economy. Focusing on young entrepreneurs engaged in craft-based and culturally rooted creative industries, the study investigates how heritage and innovation intersect in shaping entrepreneurial ventures. The study aims to understand the motivations, challenges, and strategies of youth entrepreneurs who operate at the intersection of tradition and innovation. It critically analyses how these individuals balance authenticity with market demands, and how cultural identity becomes both a resource and a brand element in their entrepreneurial journey.