This article examines the challenges and success strategies of the printing industry in the context of changing customer demands and changing technology. This study focuses on the Indonesian printing industry and the Malaysian printing industry for comparison and validation. The benefits and objectives of this study are to determine the strategy and compare the Indonesian printing industry with the Malaysian printing industry. The results of this study indicate the existence of the printing industry, the challenges that are being experienced, and the strategy needed. The research results can be used by the government, the printing industry and other industries in predicting changing challenges and to survive and succeed in running a business.