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Traditional snack micro, small, and medium enterprises (MSMEs) in Indonesia face increasing market competition and rapidly changing consumer preferences, particularly among younger consumers seeking innovative and symbolic food experiences. This community engagement study aims to strengthen the profitability and sustainability of traditional snack MSMEs by integrating local flavor innovation with simple business governance practices. Using a participatory action research approach under the Merdeka Belajar Kampus Merdeka (MBKM) program in Palangka Raya, this study involved co-creation between students and local entrepreneurs in product development, production standardization, and basic financial management. Qualitative data were collected through participatory observation and stakeholder discussions, while quantitative data were obtained from sales records and simple financial reports. The results demonstrate that local flavor-based innovation, combined with standardized operating procedures and cost control mechanisms, improved product differentiation, operational efficiency, and financial performance. The intervention generated a positive net profit and strengthened the partner’s capacity for independent business management. This study contributes to the literature by positioning traditional food MSMEs as sites of cultural innovation and micro-governance, while supporting Sustainable Development Goals related to inclusive economic growth, cultural preservation, and responsible production.

Micro, Small and Medium Enterprises (MSMEs) need to compete effectively in the market in terms of increased capacity to adapt to the dynamic business environment. MSMEs need to respond promptly to evolving market trends, technological advances, and changing consumer preferences. However, not all MSMEs have made the necessary adaptations in order to thrive in a dynamic business environment. This community service focuses on Mie Ayam Mas Nok, an MSME that faces specific challenges, especially the lack of social media utilization and the absence of a distinctive business logo. To overcome these problems, community service activities were carried out by providing targeted assistance to MSMEs Mie Ayam Mas Nok. This service activity aims to empower them through effective utilization of social media platforms and the creation of unique business logos, thereby increasing their competitiveness in a dynamic business environment. Using a combination of observation, interviews, and surveys, this community service initiative yielded positive results. MSMEs Mie Ayam Mas Nok successfully integrated social media into their business strategy and obtained a distinctive business logo. These improvements have significantly increased the competitiveness of their businesses, equipping them to thrive in an ever-changing and competitive business environment.