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At the IV International Forum "Creative Ukraine", where the country's leadership declared the creative economy a priority of strategic development of Ukraine, it encourages the search and study of industries that meet the requirements of creativity and contribute to economic development. The purpose of this study is to analyze the activities of the porcelain and earthenware industry of Ukraine, the basis for its identification as such and its creative component - the field of manufacture of household and utility items. In this study in the implementation of the normative approach in considering the socio-economic development of the industry used the historical method, in the study of economic indicators used the method of extreme values, as well as applied general scientific methods of generalization and synthesis modern Ukraine for the period from the XVIII century to date. The indicators of the volume of production of this industry are investigated. The research of conformity of characteristics of the porcelain and faience industry to the criteria concerning branches of creative economy is carried out. The importance of the study is to identify a further range of issues that need to be researched and developed in order to find effective modern tools for the development of sectors of the national economy. In addition, at this stage in the development of the creative industry, attention to the study of the creative economy, in particular the porcelain and earthenware industry, should expose the problems facing manufacturers of creative products in order to develop effective tools to solve them. An important consequence for society should be the awareness of the significance of the very fact of the existence of such a creative industry as porcelain and earthenware. Its very existence represents the authenticity of a valuable cultural phenomenon that has been known in the world for a sufficient period of time, commands respect and indicates the significant cultural contribution that can be made to Ukraine as part of the European Community. Within the limits of the given article dependence of development of branch on public administration is considered. The direction of further research should include research on organizational and economic support for the reengineering of the porcelain and earthenware industry, taking into account the tools of the creative economy. Thus, at present, when developing the porcelain and earthenware industry as a strategic one, the article can be practically useful and socially valuable for politicians as well, in particular, in the profile newly created Ministry of Strategic Industries.

CREATIVE ECONOMY AS A TOOL OF INCREASING THE POTENTIAL OF THE PORCELAIN AND FAIENE INDUSTRY OF UKRAINE: PROBLEMS AND PROSPECTS