Indonesia's creative industries are increasingly contributing positively to the growth of creative economy. Soft innovation as a business development strategy begins to show its true identity as a major booster for the advancement of several creative industries in Indonesia. The author observes business phenomena occurring in the macro and micro environments of several creative industries in fashion, design and handicraft sub-sectors, and it is alleged that entrepreneurial orientation and co-creation by business actors with customers and partners can generate soft innovations in some creative industries. The results show that the breakthrough of soft innovation is triggered by the combined activity of the two factors mentioned above. The authors conclude that in the creative industry, soft innovations such as innovation of aesthetics elements, intellectual property, and local experience elements that have been created in the products offered, are able to become the superiority and uniqueness of Indonesian creative products to compete in the domestic market, as well as foreign markets.