The service sector plays a pivotal role in Indonesia’s economy, yet its contribution to the national GDP remains smaller than expected for a developing, service-oriented economy. This shift toward service-based changes not only Indonesia’s GDP contribution but also its value-co-creation within the society. Service science is emerging since there is a shift from Goods-Dominant Logic (G-D Logic) to Service-Dominant Logic (S-D Logic). It is an interdisciplinary field combining technology, management, and social sciences to optimize service systems. Despite its strategic importance, service science in Indonesia is underdeveloped, there is limited empirical research and framework, and collaboration among academia, industry, and the government is still weak. These gaps limit the development of innovative capacity in the service sector and weaken the foundation for evidence-based policymaking. However, Indonesia’s rich cultural value of gotong royong (mutual cooperation) presents a unique opportunity to foster collaborative innovation in service systems. The paucity of empirical studies on the influence of cultural factors further challenges the development of effective service science practices. This chapter examines the current landscape of service science in Indonesia, identifies critical barriers, and proposes a service science model to strengthen interdisciplinary research by integrating culturally grounded local wisdom, systemic integration, and value co-creation.