PT Kapuk Agritama Propertindo was established in 2014 focusing in commercial real estate foodcourt where it is family run. Over the years the company has expanded and become well known due to its location and variation of foods and consumer services. However given the intense competition throughtout the years especially during COVID-19. This paper is a qualitative study about Competitive Advantage in Family Business of PT Kapuk Agritama Propertindo in Commercial Real Estate industry PHX where it will investigate strategic factors of PHX and analyze how they are implemented through method of triangulation where it will be an in-depth semi-structured observation, which are collected from the owners’, tenants’ and customers’ of PT Kapuk Agritama Propertindo to have a better understanding of the strategy to survive in commercial real estate industry. From the findings the latent variable are strategic location, musical entertainment and promotional publicity, variation of foods and consumer services, accommodating management style, and sanitation and safety. This research can be a guideline for practitioners and other companies for understanding and overcoming the implications of competitive advantage in the commercial real estate industry in Indonesia.