Regeneration of MSMEs in The Industrial Revolution Era 4.0: In Millennial Generation Perception Arief Iman Santoso 1 , Emi Widiyanti 2 and Jazuli Abdin Munib 1 1 Visual Communication Design, Faculty of Art and Design, Universitas Sebelas Maret, Surakarta, Indonesia 2 Extension and Agricultural Communication, Faculty of Agriculture, Universitas Sebelas Maret, Surakarta, Indonesia 57126 1 ariefiman@staff.uns.ac.id ABSTRACT Regeneration has become a global issue related to disruption as a result of the rolling of the industrial revolution 4.0. The MSMEs as one of the elements in the industrial revolution are also facing the challenges of regeneration, The challenge is in the form of a process of transition from generation to current generation, which is called millennial generation. This research aims to discover the extent of millennial generation perceptions of the competitiveness of MSMEs and analyizing the extent of their readiness to accept the transfer of generations as MSME performers. This research is based on primary data that collected through a survey of 210 millennials taken by accidental sampling in six districts and one city in Solo Raya. The results of research showed that most of the millennial generation considered that the products and services of MSME performers were good, while the price, prestige and distribution are quite good but lack in promotion. Most of the millennial generation expressed their willingness to become the MSMEs and culinary sector who with the most interest by millennials Keywords: millennials, industrial revolution 4.0, regeneration, MSMEs, 1. INTRODUCTION The word or term regeneration is increasingly heard along with the appearence of disruption phenomenon due to the rolling era of the industrial revolution 4.0. Relation to disruption, regeneration is one way to survive in the massive wave blows of change, to maintain existence and sustainability in this era. In the industrial revolution 4.0 driving changes not only in the digital economic sector, but also affected in other sectors which were then marked by massive transformations in various fields known as the disruptive era. The fourth generation industrial revolution is marked by the emergence of innovative technology that will integrate various fields of scientific and technical disciplines, mainly the combination of the physical world, the digital world and biology [1]. The challenge now is how to motivate business people to awaken their potential. Humans no longer have control over technological changes and disruptions that came with the fourth industrial revolution [2]. Many giant companies that have experienced bankruptcy and death, in this case, history has recorded it, which one of them is a photo kodak company that fell in the era of the industrial revolution 4.0. The industrial revolution not only had an impact on large companies, but the industrial revolution also had an impact on companies CONVASH 2019, November 02, Surakarta, Indonesia Copyright © 2020 EAI DOI 10.4108/eai.2-11-2019.2294891