This study aims to describe the role of cultural values in the transformation of rice business strategy management for Bugis entrepreneurs. The rice business for Bugis entrepreneurs is the business of grain milling and rice trading, which includes marketing areas between districts, cities, and provinces. Transformation of business strategy management is a concept born in the era of advanced management science and information technology. In the strategic management of the rice business, Bugis entrepreneurs in the late 20th to early 21st century in South Sulawesi Province, known as Bugis traders, have experienced many changes in several aspects of rice business life. Cultural values have shown their influence on the dynamics of strategic management transformation among Bugis entrepreneurs in the rice business. Demands for work efficiency and effectiveness, especially aspects of production and marketing, are increasing; the development of management knowledge, technology, and information has created opportunities for business strategy management for Bugis entrepreneurs, namely stability strategy and expansion strategy.