This study aims to analyze the development strategy of palm sugar business by identifying internal factors and external factors in Soppeng Regency, South Sulawesi. Data analysis using SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). The results of this study show the strength of internal factors, namely: the presence of traders who sell products that do not use chemicals, affordable production facilities, sustainable processing of palm sugar, and adequate human resources. While opportunities on external factors are: the provision of training and assistance services, a healthy lifestyle by consuming natural palm sugar, increasing market demand for palm sugar products, the development of technology that facilitates communication. The right strategy for this palm sugar business is the S-O (Strength-Oppourtunities) strategy that is by utilizing the power it has to seize existing opportunities, where this business must optimize market opportunities by increasing its value proportion and expanding the network.