The craft industry is an industry that is one of the contributors to the creative economy. The craft industry comes from cultural wealth, natural resources, craftsman creativity, and awareness of market potential. However, in its development, the Indonesian craft industry is still not optimally developed for the export market. This study will examine the factors that cause the role of the craft industry to be not optimal in foreign markets. The scope of this research is craft SMEs spread across 16 cities/districts in West Java. Primary data was obtained from distributing questionnaires to MSMEs in the craft sector and supported by the acquisition of secondary data. For deeper analysis, fishbone analysis, porter analysis, and swot-tows analysis were used in this study.