Challenges and Opportunities among Local Entrepreneurs in Malaysian Arts and Crafts Industries following Post-COVID-19 Pandemic

Abstract

The Malaysian art and craft industry contributes to people's social well-being through job opportunities and income generation. The implementation of the lockdown has jeopardized the sustainability of these industries due to canceled and postponed activities to curb the spread. Despite this situation, Malaysian entrepreneurs have maintained and increased sales by adapting marketing strategies to be flexible in difficult moments. This study aims to gain the inside of local entrepreneurs through an initial observation during a craft festival after post-COVID-19. It summarizes the strategies to overcome the situation, including the development of products, promotion, digital skills, and marketing