摘要:AbstractIn its history of the city, Kembang Jepun is one of the most important business and trade area in Surabaya. Initially, Kembang Jepun area was used not only as a trade area but also as a settlement of Chinese laden with cultural activities. However, currently the development of this trade area tends to be homogenous. Therefore, the vitality, either on physical or non-phisical aspect have decreased drastically. And the night life at this area has stopped because of that. Revitalization is one of the most important concepts to maintain the sustainability and regeneration of a heritage in urban area (Ng, et.al in Chohan and Pang Wai Ki, 2005). Related to this, it is necessary to develop revitalization strategies to improve the vitality of the Kembang Jepun area either on physical or non-physical aspects. This research applies a descriptive qualitative method and SWOT analysis technique in formulating the revitalization strategy of the area based on visual observations and field interviews. The research outputs are revitalization strategy of the area that integrates Strength, Weakness, Opportunity, and Threat within the context of sustainable development. With the presence of revitalization strategy, Kembang Jepun area is expected not only to serve as a commercial area but also to develop as a heritage tourism area. So that the economic value and image of area can be enhanced in order to support the sustainable development of Surabaya city.