Hanoi craft villages embrace digital tools to expand markets and preserve heritage

THE HANOI TIMES — Digital transformation and technology are now essential tools helping Hanoi’s traditional craft villages adapt to shifting consumer habits and sustain growth.

Bat Trang Pottery Village, with more than 700 years of history, stands out as a leading example of e-commerce adoption.

Artisan Phung Van Hoan said pottery once relied mainly on local shops and familiar buyers. As output increased, traditional channels alone no longer ensured competitiveness.

Many households have moved online, listing products on e-commerce platforms and promoting them through social media to reach wider markets, Hoan told Hanoimoi Newspaper.

After five years of developing online sales, Tran Duong Quy and his family have built a Facebook page reaching nearly nine million users.

New products now gain rapid nationwide exposure and attract wholesale buyers across provinces, he said.

Quy’s brick-and-mortar store has evolved into a digital marketplace, creating fresh growth momentum.

At Van Phuc Silk Village, the steady rhythm of looms now accompanies livestream broadcasts.

Some households promote products with a smartphone and basic lighting, while others invest in professional websites, social media channels and dedicated online staff.

Nguyen Thi Thanh Van, owner of Phuc Hung Silk store, said online promotion and livestreams introducing new designs have doubled her sales.

As consumers increasingly shop online, proactive adaptation helps households sustain production, she said.

Nguyen Van Hung, Chairman of the Van Phuc Silk Village Association, said digital transformation now extends beyond sales into product research, production and market outreach.

“Households attend photography workshops, analyze market trends online and seek customers directly to refine designs. Business models have become more flexible and efficient,” he said.

If digital platforms expand markets, technology upgrades in production strengthen quality and competitiveness.

In Van Phuc Silk Village, innovation begins with textile patterns. Tran Thi Ngoc Lan, Vice Chairwoman of the Van Phuc Silk Weaving Association, said artisans once engraved patterns entirely by hand, a process that sometimes took months.

While meticulous craftsmanship created distinctive value, it extended production time and raised costs. Today, computer-assisted design has shortened pattern development, she said.

“Motifs are sharper and more refined. Productivity has increased and costs have fallen. These improvements strengthen the entire production chain while preserving the traditional softness of Van Phuc silk,” Lan said.

Phu Vinh Rattan and Bamboo Craft Village reflects similar progress, combining creativity with technology.

Artisans now produce hundreds of designs, from household goods to export-ready decorative items.

Products reach markets in Japan, the United States, the Netherlands, Germany and Spain, with export value rising steadily.

Instead of relying on word-of-mouth customers, artisan Nguyen Phuong Quang has built a website and social media presence and actively joins trade fairs and promotion programs.

Nguyen Van Trung, Chairman of the Phu Vinh Rattan and Bamboo Association, said improved material treatment technology has lowered costs and strengthened competitiveness.

He also stressed the role of e-commerce platforms. With support from the Hanoi Department of Industry and Trade and the Hanoi Cooperative Alliance, many households have adopted online sales and gained broader brand recognition.

At Da Sy Blacksmith Village, products such as knives and scissors, once considered niche, now attract international buyers.

Technological upgrades have improved quality and consistency, while online promotion draws foreign customers and tourists seeking hands-on experiences.

Hanoi’s support policies underpin this transformation.

Through programs promoting digital transformation in industry and trade, especially for craft villages, cooperatives and small enterprises, the city has laid the groundwork for artisans to enter the digital economy.

Since early 2025, the Hanoi Department of Industry and Trade has organized more than 40 training courses.

Nearly 1,000 handicrafts, agricultural and One Commune One Product (OCOP) items have received traceability codes and been listed on e-commerce platforms, reflecting a structured transition.

Deputy Director Nguyen The Hiep said e-commerce and digital technology have become indispensable to craft village development.

He noted that digital platforms enhance promotion and highlight the adaptability of Hanoi’s artisans in a changing marketplace.

Hanoi is home to about 1,350 craft villages and craft-producing communities, including 331 officially recognized traditional craft villages.

As tradition and technology advance together and as “green craft villages” and “digital craft villages” become shared goals, Hanoi’s handicrafts continue to preserve cultural identity while confidently entering the digital era and expanding into global markets.