THRIVE is a research project that investigates how family enterprises in Indonesia preserve traditions and heritage, serving as valuable resources for both local and global communities. While some traditions are successfully passed down through generations, others are at risk of disappearing. In a rapidly changing environment, family enterprises play a crucial role in sustaining these traditions to maintain their relevance. THRIVE aims to document and analyze how these businesses renew and innovate their traditions, thus providing insights into their efforts to balance continuity with innovation.