Business opportunities that can be developed in the face of competitive competition is to think creatively. The development of creative economy can create sustainable economy. This study aims to determine the benefits of Poncokusumo Malang area so as to ultimately produce the creativity of the community in order to create business opportunities on an ongoing basis. This research used descriptive qualitative method with SWOT analysis approach. This study describes the productive economic

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... l in oyster mushroom agriculture sector. The results of this study shows that there are a substantial amount of oyster mushrooms business potentials that can be developed in this area. This is due to the availability of land as well as fast increasing demand for oyster mushrooms. However, there are some area that need to be addressed, namely the development in human resources, especially in processing oyster mushroom techniques. Other than that, today's market requirement for high quality products along with attractive packaging would also call for post harvest technology development. Some efforts in human resources and technology development are still in the field of agriculture, especially oyster mushroom cultivation which is a manifestation of efforts to overcome the low knowledge of human resources in processing oyster mushroom farming. ABSTRAK Pengembangan ekonomi kreatif dapat mewujudkan sustainable economy serta menciptakan sebuah peluang usaha yang siap dalam berkompetitif. Penelitian ini bertujuan untuk mengetahui keunggulan didaerah Poncokusumo Malang, menciptakan sebuah peluang bisnis secara berkesinambungan serta mendeskripsikan potensi ekonomi produktif berdasarkan sektor pertanian jamur tiram yang berkembang. Penelitian ini menggunakan metode kualitatif deskriptif dengan pendekatan analisis SWOT. Hasil dari penelitian ini menjelaskan bahwa pengembangan jamur tiram potensial dikembangkan dikarenakan tersedianya lahan disertai dengan meningkatkannya permintaan jamur tiram yang relatif masih sangat tinggi. Oleh sebab itu pembinaan, pengembangan sumber daya manusia dan teknologi pasca panen diperlukan harus dilakukan secara continuous dibidang pertanian khususnya budidaya jamur tiram. Hal ini merupakan perwujudan dari upaya untuk mengatasi rendahnya pengetahuan sumber daya manusia dalam mengolah pertanian jamur tiram