Reviving traditional crafts: [End] Young generation holds the key to craft villages' future

Traditional craft villages are more than centers of artisanal excellence. They preserve cultural identity, indigenous knowledge and collective memory. As global consumer trends reshape market values, Viet Nam's craft villages face the dual challenge of safeguarding their cultural heritage while innovating for sustainable development.

How can these villages remain relevant in a rapidly changing world? What role will the younger generation play in shaping their future? To explore these questions, Viet Nam Agriculture and Nature Newspaper spoke with Associate Professor Pham Van Loi, former researcher at the Viet Nam Museum of Ethnology and currently a lecturer and researcher at the Institute of Vietnamese Studies and Development Sciences, Viet Nam National University, Hanoi.

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As a researcher who has studied Viet Nam's traditional crafts and craft villages and published extensively on the subject, what changes do you see the younger generation bringing to craft villages,  from production thinking and product design to market approaches?

In my view, young people are driving profound changes in Viet Nam's traditional crafts and craft villages. These changes go beyond production techniques and sales methods to reshape how products, markets and cultural values are perceived.

One of the most significant shifts is the move from a "craft-making" mindset to a "brand-building" approach. Instead of relying solely on experience and production volume, young artisans are investing in brand identity, logos, packaging, geographical indications and storytelling. They also incorporate concepts such as sustainability, cultural identity and product uniqueness into their work. This aligns with the Government's policy direction, which places markets and branding at the center of craft village development.

Another notable change is the adoption of contemporary product design. Young artisans are introducing industrial design and applied arts to modernize traditional products. They simplify decorative patterns, redesign products for new functions and blend Vietnamese craftsmanship with influences from Scandinavian, Japanese and eco-style design. As a result, traditional brocade is being transformed into fashionable bags and accessories, while ceramics, lacquerware and bamboo products are finding new life as minimalist home décor and premium lifestyle products. In this way, the younger generation is helping transform craft villages from cultural heritage into living, marketable products.

Perhaps the most transformative change has been the shift from traditional marketplaces to digital markets. Young artisans are making full use of the internet and social media platforms such as Facebook, TikTok and Instagram to promote and sell their products. They are opening stores on e-commerce platforms, livestreaming sales, using AI to create visuals and marketing content, and reaching international customers through platforms like Etsy, Shopify and their own websites. This has enabled craft villages to reduce their dependence on intermediaries and connect directly with consumers worldwide, in line with Vietnam's national digital transformation strategy for 2026-2030.

Young people are also bringing sustainability into craft production. Influenced by global trends in environmental protection, green consumption and the circular economy, they increasingly use recycled materials, natural dyes, reduce plastic use and adopt environmentally friendly production methods with traceable supply chains. They understand that today's consumers value not only the product itself but also the ethical and environmental values behind it.

Have these changes made traditional crafts more attractive to young people by improving incomes and enhancing the status and value of craft villages?

There was a time when many young people from craft villages left because they saw traditional occupations as demanding, low-paying and offering limited opportunities. In recent years, however, more young people have returned with entrepreneurial mindsets, focusing on creative businesses, cultural industries and experiential tourism. They no longer see traditional crafts merely as a way to earn a living, but as cultural assets, symbols of identity and foundations for the creative economy. This shift in perception is significant and helps explain why a growing number of young people are choosing to return to their roots.

How do you assess the integration of tradition with modern aesthetics and consumer demand in craft villages? Where is the line between innovation and the loss of cultural identity?

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Combining tradition with modern tastes is inevitable. A craft village that never changes cannot survive. Tradition itself has always evolved over time. The key is to innovate without losing its cultural essence.

Innovation means preserving tradition as the core. Products may change in design, function, technology or marketing, but their cultural knowledge and craftsmanship must remain intact. For example, Bat Trang ceramics can adopt minimalist designs without losing their identity if traditional techniques and craftsmanship are preserved. Ethnic brocade can also become modern fashion as long as its motifs, symbolism and traditional knowledge remain unchanged.

Cultural identity is lost when tradition becomes mere decoration. This happens when traditional motifs are used without context, machine-made products are sold as handmade, or sacred objects are turned into souvenirs. In such cases, heritage is reduced to superficial folklore and commercialized, weakening the community's ownership of its cultural values.

The boundary lies in who drives the change. If artisans and local communities lead the innovation and understand the cultural value of their craft, it is genuine development. If change is dictated entirely by businesses or market trends, it risks distorting and eroding cultural identity.

Cultural identity is not static. Preserving it does not mean keeping everything unchanged. Identity survives through continuous adaptation. A living craft village is one where tradition continues to be practiced, reinterpreted and renewed in contemporary life.

Many young people are bringing traditional crafts to digital platforms or combining them with experiential tourism. Is this a sustainable way to revive craft villages?

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It is a promising direction, but sustainability depends on how it is carried out. If done well, it can expand markets, increase incomes, attract young people and bring traditional culture into modern life. If driven only by market demand, however, craft villages risk becoming staged tourist attractions or check-in spots rather than real production spaces. These are supporting tools, not long-term solutions.

Digital platforms help young artisans tell the cultural stories behind their products. Today's consumers value authenticity, local identity and the people who make handmade goods. This is a key advantage over mass-produced products.

Experiential tourism turns craft villages into living cultural spaces. Many visitors, especially young people and international tourists, want to make products, meet artisans and experience local life. This creates more value than selling products alone while helping preserve traditional knowledge.

However, craft must remain at the center. If villages focus too much on decoration or performances for tourists, artisans become performers and traditional knowledge fades. Overdependence on tourism also leaves villages vulnerable to market shocks, as seen during the COVID-19 pandemic. For lasting revival, tourism should support, not replace, craft production, traditional skills and the active involvement of young people.

What are your expectations for the future of traditional craft villages as more young people become involved?

The younger generation is opening up a strategic future for Viet Nam's craft villages. They will become more than production sites, they will evolve into cultural and creative spaces. Successful craft villages will offer not only handmade products but also strong identities, compelling stories, unique experiences and loyal communities. They will sell not just ceramics, textiles or bamboo products, but also local lifestyles, cultural memories and sustainable values, meeting growing global demand for meaningful products over mass-produced goods.

With their ability to tell stories through images and videos and quickly adapt to global trends, young people can promote craft products on e-commerce platforms, social media and through collaborations with international designers. This allows craft villages to build global brands, join the creative economy and reach consumers worldwide.

As AI and automation continue to advance, craft villages also have an opportunity to preserve the human touch. While machines can produce goods faster and cheaper, handmade products, with their individuality, natural imperfections and the stories of their makers, will become even more valuable. The true value of craft villages will lie not only in their products, but also in preserving craftsmanship, cultural memory and the connection between people and tradition.

Thank you very much!