Reviving traditional crafts: [1] Which way forward for Vietnamese craft villages?

Preserving cultural identity through revitalization

Viet Nam is home to more than 5,400 craft villages, many with histories spanning centuries. Beyond their economic value, these villages embody the country's cultural identity and traditional craftsmanship.

However, globalization and changing consumer preferences have reshaped the market. Today's consumers, especially younger generations, increasingly seek products with authentic stories, sustainable materials and social value rather than functionality alone.

This shift presents both opportunities and challenges. Craft villages must adapt to remain economically viable without losing their cultural identity. Revitalization is therefore not about preserving traditions unchanged, but about allowing them to evolve while safeguarding the values that make them unique.

From traditional craftsmanship to digital branding

Many craft villages are still dominated by small-scale production with limited standardization, causing them to gradually lose their competitive edge, even in the domestic market. In response, adopting a more organized and professional production model has become essential for ensuring the long-term survival and sustainable development of traditional craft villages.

To remain competitive, craft villages must shift from producing what they have to producing what the market demands. Strong branding, including product identity, packaging, storytelling and geographical indications, is now as important as craftsmanship.

Digital transformation is also reshaping the sector. Beyond QR-code traceability, craft villages are increasingly using technology to preserve traditional designs and techniques, protect artisans' intellectual property, and reach consumers through e-commerce and social media.

Nguyen Van Tiep, Vice Chairman of the Viet Nam Craft Village Association, said greater promotion of artisans and signature products, along with trade fairs and technology upgrades, would help expand markets while preserving traditional values.

Young people revitalizing traditional crafts

A new generation of entrepreneurs is bringing fresh ideas to craft villages through startup thinking, industrial design and applied arts. By combining creativity with sustainability, they are helping traditional crafts adapt to changing consumer demands while preserving their cultural identity.

Young entrepreneurs are helping redesign traditional craft products by blending heritage with contemporary design trends, such as minimalist, Scandinavian and Japanese aesthetics. As a result, brocade is being transformed into fashionable handbags, while ceramics and lacquerware are finding new life as premium lifestyle products for modern living spaces.

They are also introducing green production practices by using recycled materials, natural dyes, reducing plastic use and improving product traceability. As sustainability becomes a key purchasing factor, these changes are helping traditional crafts meet modern consumers' expectations.

Through e-commerce platforms and AI-powered tools, young artisans are also telling the stories behind their products in new ways, expanding global market access and turning traditional crafts into a driver of the creative economy.

Balancing innovation and authenticity

As digital platforms and experiential tourism reshape traditional craft villages, a key question emerges: how can innovation enhance heritage without eroding its identity?

According to Prof. Pham Van Loi of the VNU Institute of Vietnamese Studies and Development Sciences, cultural identity is not static. Traditional crafts can evolve in design, function and technology as long as their knowledge, craftsmanship and community values remain intact. Authenticity is lost only when culture is reduced to a marketing tool or stripped of its original meaning.

He stressed that artisans and local communities must remain at the center of innovation. Tourism and digital technologies should support, not replace, the core values of traditional craftsmanship. Over-commercialization risks turning craft villages into staged attractions rather than living cultural spaces.

Looking ahead, Prof. Loi believes the greatest strength of Vietnamese craft villages lies in what machines cannot replicate: the uniqueness of handmade products, local identity and human creativity. With young entrepreneurs combining creative business thinking and respect for tradition, craft villages can evolve into vibrant cultural ambassadors on the global stage.

Today, some businesses focus on borrowing cultural symbols for marketing without fully understanding the essence of traditional crafts. Such superficial use of heritage risks producing products that lack authenticity and weaken generations of accumulated craftsmanship.

Building an open dialogue between generations is therefore essential. Veteran artisans need to embrace new market approaches, while young people should take the time to learn the values, philosophy and skills behind each craft. Only by combining tradition with innovation can craft villages create higher-value products and share the stories of their artisans and cultural heritage with the world.