<![CDATA[Traditional pottery crafts in Baanyan Village, South Hulu Sungai Regency, face various problems, such as the degradation of the swamp environment as a source of raw materials, weak regeneration of artisans, and marketing limitations that affect the sustainability of community businesses. This condition has implications for the decline in the social and economic carrying capacity of the traditional pottery industry in wetland areas. This study aims to describe the social and economic dynamics of pottery artisans and identify challenges and opportunities for the sustainability of the pottery industry in Baanyan Village. The research uses a descriptive qualitative method with data collection techniques through interviews, field observations, and documentation studies. The results of the study show that pottery production activities are highly dependent on the availability of clay from the swamp lebak ecosystem as the main raw material. The products produced include jars, atangs, and various decorative crafts. In addition to facing environmental challenges and the regeneration of artisans, the pottery industry is also constrained by a conventional marketing system. However, the use of digital technology and online-based marketing media provides new opportunities to expand market reach and improve business sustainability. This study concludes that the sustainability of the traditional pottery industry requires support for swamp environmental management, strengthening the regeneration of artisans, and optimizing digital marketing. The findings of this research are useful as a basis for the development of policies for the preservation of traditional crafts based on wetlands and the sustainable strengthening of the local community's economy.]]>
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