This study explores the attitudes of Generation Z (Gen Z) towards healthy food to develop an effective Foodpreneur design strategy for PARARA Indonesia Ethical Store (PIES). Using a qualitative approach, data were collected through interviews and literature studies involving 29 Gen Z participants from various campuses. The research applied the design thinking method and the empathy map to derive a comprehensive strategy. The results revealed that while Gen Z acknowledges the importance of healthy eating, they face barriers such as economic constraints, taste preferences, and accessibility. However, there is a clear enthusiasm for promoting local and sustainable food practices. The findings suggest that an effective Foodpreneur design strategy should emphasize educating Gen Z on the benefits of local and healthy food, creating engaging and relatable promotional content, and leveraging social media to enhance awareness and accessibility. This approach can foster a culture of health consciousness and support local economies, aligning with Gen Z values and behaviors. The study also highlights the importance of understanding Gen Z's preferences and behaviors to craft effective marketing and product strategies, particularly in the food industry.This study explores the attitudes of Generation Z (Gen Z) towards healthy food to develop an effective Foodpreneur design strategy for PARARA Indonesia Ethical Store (PIES). Using a qualitative approach, data were collected through interviews and literature studies involving 29 Gen Z participants from various campuses. The research applied the design thinking method and the empathy map to derive a comprehensive strategy. The results revealed that while Gen Z acknowledges the importance of healthy eating, they face barriers such as economic constraints, taste preferences, and accessibility. However, there is a clear enthusiasm for promoting local and sustainable food practices. The findings suggest that an effective Foodpreneur design strategy should emphasize educating Gen Z on the benefits of local and healthy food, creating engaging and relatable promotional content, and leveraging social media to enhance awareness and accessibility. This approach can foster a culture of health consciousness and support local economies, aligning with Gen Z values and behaviors. The study also highlights the importance of understanding Gen Z's preferences and behaviors to craft effective marketing and product strategies, particularly in the food industry.