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Craft villages innovate to conquer markets

Hai Phong News • 19/08/2026 12:36

From investing in machinery and diversifying products to applying digital technology, many traditional craft villages are enhancing the competitiveness and expanding consumption markets.

Livestreaming on social media platforms has become a sales method in Dong Giao wood carving village.

Craft villages innovate to reach wider markets

Sitting beside a wooden workpiece, artisan Nguyen Ngoc Huan from Dong Giao Hamlet, Cam Giang Commune, carefully carves each line to create letters on wood surface. Although the craft is still performed by artisans using techniques passed down through generations, their craft must also change if the products are to remain competitive in the market.

The younger generation in Dong Giao’s wood carving village has introduced machinery to assist with many stages of production, while also diversifying products to meet customers’ demands.

Previously, the products were exported mainly to China, but greater attention is now being paid to the domestic market. Artisans no longer simply wait for customers to come to them; instead, they actively promote their products on Facebook, YouTube, TikTok and e-commerce platforms.

Production stages in the leather footwear craft village have been specialized, helping increase output and improve product quality.

With the same innovative mindset, leather footwear establishments in Hoang Dieu, Gia Phuc Commune, have also stepped up specialization and machinery application. Each year, the village’s production establishments supply more than 4 million pairs of shoes and sandals to the market.

From technological changes and production organization to sales methods, craft villages are gradually breaking free from the limitations of traditional practices. As product quality improves, designs are renewed and introduced through modern channels, the values created by artisans’ hands have greater opportunities to reach larger markets.

Producing to meet consumer tastes

Products made by the leather footwear craft village change from year to year in line with consumer tastes.

Each product launch is also an opportunity to retell the story of the craft to today’s consumers. The incense products in Tran Phu Commune have obtained a three-star OCOP certification and enjoy a broad consumer market.

Innovation does not mean abandoning traditional values; rather, it means finding ways to make those values more relevant to modern life. When products meet genuine demand and are promoted through new approaches, traditional crafts can not only be preserved but also build brands and expand consumption markets.

Hai Phong News