This study investigates the impact of handicrafts on the social and economic life of the population of Parintins, AM, located in the interior of the state of Amazonas in the northern region of Brazil. Parintins is known as the land of artists, where the cultural phenomenon called the Parintins Folklore Festival takes place. Entrepreneurship in handicrafts plays a significant role in building and shaping local cultural identity. The research problem seeks to understand how handicrafts influence local dynamics and what challenges and opportunities these entrepreneurs face. The general objectives include analyzing the importance of handicrafts for the region's economy and examining the interaction between artisanal economy and local development. The adopted methodology is qualitative, with a literature review encompassing books, academic articles, and theses related to the topic. The research focuses on themes such as local economic development, popular culture, and entrepreneurship. The results indicate that handicrafts not only provide financial sustenance to artisans but also strengthen the community's cultural identity, promoting a sense of belonging and social cohesion. Furthermore, challenges such as limited access to broader markets and the need for training in entrepreneurship techniques were identified. However, opportunities for exporting artisanal products and increasing cultural tourism emerge as potential pathways for sector growth. Thus, the study reaffirms the relevance of handicrafts as a vital socioeconomic activity in Parintins, contributing to the well-being of the population and the appreciation of local culture.
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