Creative activities are becoming increasingly important in modern society. Studies have been conducted to promote understanding and support of creative experts in var ious creative domains such as art, music, science, and technology. At the same time, it has also been pointed out that many ordinary citizens do not have opportunities to par ticipate in creative activities and do not have knowledge about creative processes and methods. Does this mean that citizens should be just consumers of creative products? In this paper, we claim that a creative society needs not only creative experts who professionally participate in creative activities, but also ‘people with creative literacy’ who understand creative activities and enjoy participating in such activities in their daily life. We discuss practices to cultivate people’s understanding of and motivation for creative activities, and the ways that cognitive science can contribute to the support of such practices.